Iceland Naturally - mbl.is · 8 Iceland Naturally 2018 US Research Report 8 Associations with...
Transcript of Iceland Naturally - mbl.is · 8 Iceland Naturally 2018 US Research Report 8 Associations with...
Iceland Naturally 2018 US Research Report
Iceland Naturally
June 2018 | Portland, OR
2018 consumer research in the U.S.
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Objectives and Methodology
Iceland Naturally has tracked consumer attitudes towards travel to Iceland and Icelandic products in the U.S. since 1999.
The study was conducted online among a nationally representative sample of 1,127 U.S. consumers aged 18 to 70.
The survey was conducted in May 2018.
The margin of error doesn’t exceed +/-3.3% at 95% confidence level for the total sample.
The sample was weighted to reflect the demographic profile of the U.S. consumers based on the Census data.
Tracking consumer attitudes since 1999
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Northeast: 17%
Midwest: 21%
South: 38%
West: 24%
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Consumer Segments
Frequent Traveler
19% travels outside the U.S.
2+ times a year
The City Vacationer The Outdoor Type
12% Prefers vacations
in natural outdoor
environments;
destinations that offer
great outdoor activities;
destinations that have
an unusual landscape
16% Prefers city vacations
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Travel to Iceland
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Top-of-mind Associations with IcelandIce/cold associations continue to slide: 38% in 2018, down from 42% in 2016
0%
10%
20%
30%
40%
50%
60%
70%
1999 2000 2004 2006 2008 2010 2012 2014 2016 2018
What is the first thing that comes to mind when you think of Iceland? (open-end)
Ice, snow, cold Nature, landscape, wildlife Music, culture, nightlife Other
“Other:”
9% - Green/warm
5% - Positive remarks
2% - Volcanoes
3% - Fish, seafood, whales
11% - other
9% - not answer
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0 10 20 30 40 50
Nature, landscapes or wildlife
Ice, snow or cold
Far away destination
Unique cultural heritage
Fresh fish
Small country
Fresh water
Tranquility
Environmentally-friendly country
Volcanoes
Peace and freedom
Safe destination
Europe
What is the first thing that comes to mind when you think of Iceland? (% top 3 choices, close-ended)
2016
2018
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7
Top-of-mind Associations with Iceland
Associations
with ICE, SNOW and
COLD have
dropped from 41% in 2016
to 28% in
2018.
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Associations with Iceland in Consumers’ Words
Knowing that the name is a falsehood and it's actually rather verdant, the opposite of Greenland. Also volcanoes!
Wonderful people and history
That the language is one of the hardest languages in the world to learn for foreigners.
Natural resources and a clean environment.
Someone told me that the water there is unlike any other. I think of cold weather, darkness, and water. Probably also whales. I am also honestly not sure if this is the country that teens drink too much because they are depressed with all the darkness or whether it was another country.
The Blue Lagoon
Geysers geological activity life
Cool weather and green pastures with high cliffs.
I think about how cold it is there, but then I forget that it's sunny and warm there, and it's Greenland that isn't.
A different country and place to visit
Very and extremely cold weather in a tiny little country.
Beaches with mud that's good for skin
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Intent to Travel to Iceland
One in two U.S. consumers (50%) express an intent to travel to Iceland.
0%
10%
20%
30%
40%
50%
60%
Have already visited Yes, in near future Yes, in distant future Would consider ifknew more
Not at all Don't know
Have you ever considered visiting Iceland?
2000 2003 2004 2006 2008 2010 2012 2014 2016 2018
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Appeal of IcelandHALF of US
consumers
(53%) find
Iceland a
HIGHLY
APPEALING travel
destination0%
10%
20%
30%
40%
50%
60%
High appeal Moderate appeal Low appeal Don't know
How appealing is Iceland as a travel destination?
2000 2003 2004 2006 2008 2010 2012 2014 2016 2018
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Interest in Iceland
59% of US
consumers are
HIGHLY INTERESTED in learning more about Iceland
0
10
20
30
40
50
60
70
High interest Moderate interest Low interest Don't know
How interested are you in learning more about Iceland?
2000 2003 2004 2006 2008 2010 2012 2014 2016 2018
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Likelihood of Travel to Iceland
Likelihoodof travel remained at the same level as in 2016: 49% say they are very likely to travel to Iceland for pleasure
0
10
20
30
40
50
60
Very likely Somewhat likely Very unlikely Don't know
How likely are you to travel to Iceland for pleasure?
2000 2003 2004 2006 2008 2010 2012 2014 2016 2018
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Summary of Travel Attitudes
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Summary of Travel Attitudes
Travel attitudes demonstrate a consistent UPWARD TRAJECTORY
0%
10%
20%
30%
40%
50%
60%
70%
1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020
Intent to travel Appeal Interest Likelihood
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Demographic Correlations
Interest in Iceland is correlated with age, education, income,
regions, frequent travel, city vacation
preference, and the Outdoor Type.
AGE AND GENDER EDUCATION INCOME
OUTDOOR TYPE
REGIONS FREQUENT TRAVELER
CITY VACATIONER
URBAN
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Attitudes towards travel to Iceland are correlated
with AGE and
GENDER
0%
20%
40%
60%
80%
Intent to travel Appeal Interest Likelihood
Men
Women
0%
20%
40%
60%
80%
Intent to travel Appeal Interest Likelihood
18-34
35-54
55+
AGE
GENDER
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57
42
63
48
31
56
44
62
49
32
0
10
20
30
40
50
60
70
Men Women 18-34 35-54 55+
Intent to Travel (%, have considered)
2016 201859
47
5954
42
59
48
6153
40
0
10
20
30
40
50
60
70
Men Women 18-34 35-54 55+
Appeal (%, high appeal)
2016 2018
5953
61 58
45
6256
6761
42
0
10
20
30
40
50
60
70
80
Men Women 18-34 35-54 55+
Interest (%, high interest)
2016 2018
52
42
58
46
32
55
44
64
48
27
0
10
20
30
40
50
60
70
Men Women 18-34 35-54 55+
Likelihood of Travel (%, high likelihood)
2016 2018
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FREQUENT TRAVELERS
INCOME Consumers with
higher household
INCOME and
FREQUENT
TRAVELERS oversees
demonstrate higher
interest in Iceland
as a travel
destination
0
20
40
60
80
Intent to travel Appeal Interest Likelihood
$15K-50K
$50K-100K
$100K+
0
20
40
60
80
100
Intent to travel Appeal Interest Likelihood
Never
Once a year
2+ times a year
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VACATION PREFERENCE
OUTDOOR TYPE
CITY
VACATIONERS
and OUTDOOR
TYPE demonstrate
higher interest in
Iceland as a travel
destination than
other consumers
0
10
20
30
40
50
60
70
Intent to travel Appeal Interest Likelihood
Beach
City
Outdoor
No preference
0
20
40
60
80
Intent to travel Appeal Interest Likelihood
Outdoor
Non-Outdoor
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REGIONS
There were no significant differences in appeal, interest and
likelihood of travel to Iceland among different regions
Regional Variations
4953
59
4844
5156
4752
56
63
535450
55
45
0
10
20
30
40
50
60
70
Intent to travel Appeal Interest Likelihood
Northeast
Midwest
South
West
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4740
4962
49 4452 54
0
20
40
60
80
Northeast Midwest South West
Intent to Travel
2016 2018
49 4558 5453 51 56
50
0
20
40
60
80
Northeast Midwest South West
Appeal
2016 2018
47 5161 5959 56
6355
0
20
40
60
80
Northeast Midwest South West
Interest
2016 2018
41 4250 5148 47
5345
0
20
40
60
80
Northeast Midwest South West
Likelihood of Travel
2016 2018
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Whale Harvesting
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Attitudes towards whale harvesting remained stable over the years.
50% disagree that it should be permitted.
Attitudes towards Whale Harvesting
0
10
20
30
40
Strongly agree Somewhatagree
Somewhatdisagree
Stronglydisagree
No opinion Don't know
Do you agree that responsible harvesting of whales should be permitted? (%) 2004
2006
2008
2010
2012
2014
2016
2018
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63% of U.S.
consumers believe
that whales are
endangered and 49%
said they would
boycott products
from a whale-hunting
country.
There were no significant
shifts in attitudes.
Consumers with high
interest in Iceland are
more likely to say they
would boycott a whale-
hunting country
0
20
40
60
80
Yes No Don't know
Do you believe that most species of whales are endangered? (%)
2004
2006
2008
2010
2012
2014
0
20
40
60
Yes No Don't know
Would you boycott products from a whale-hunting country? (%)
2004
2006
2008
2010
2012
2014