NEW YORK, NY--(Marketwired - November 26, 2013) - AAA projects 43.4 million Americans will journey 50 miles or more from home during the Thanksgiving holiday weekend. Major airports will be at capacity with Thanksgiving in the skies. However, according to the latest Finger on the Pulse® Survey, Horizon Media's proprietary online research community uncovering consumer insights, 81% of those surveyed said that they won't be leaving their city of residence for Thanksgiving this year.
Of those who do have travel plans, 87% of respondents plan to drive to their destination, rather than catching a flight, taking a train, or riding a bus. Train-travel is the least popular option, with only about 1% of people reporting it as their means of transportation. Of those who have decided to make a trip, Millennials are the most likely to travel from their home base, with 30% reporting they will be traveling beyond their city of residence for the holiday.
While 85% of the people reported that they'll be having a traditional thanksgiving dinner, 10% of those respondents who are in fact traveling plan to capitalize on their time off by spending it on a holiday or vacation. Approximately 55% of people will spend the time with their immediate family, 20% with friends, 5% alone, and only 2% of people say they will use the day to volunteer or give back.
Finger on the Pulse is Horizon Media's proprietary online research community, comprised of 3,000 people reflective of the general U.S. population. The community empowers the agency to connect directly with consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights. Horizon's WHY Group launched the panel in 2012 to inform all aspects of our clients' marketing plans and to keep a pulse on emerging trends. New studies are fielded regularly and include quantitative surveys, qualitative discussions and digital ethnographies. Opinion Pulse surveys are fielded twice monthly, covering timely topics relevant to marketers, advertisers, and the media.
About Horizon Media
Horizon Media, Inc. is the fastest growing media services company in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago and Amsterdam, Netherlands. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year.
The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of over $4 billion and approximately 800 employees.
The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit www.horizonmedia.com.