Nearly a quarter (23%) of Americans are planning vacation travel in the next six months, making the category the top “big ticket” item they plan to purchase in the period, according to a new IAB analysis, entitled “Consumer Travel & The Media.” Falling directly behind travel in spending intentions are computers (16%), furniture (14%) and a new car (11%). The findings also reveal that these soon-to-be travelers are heavier media users than the general population, pointing to advertising opportunities – particularly within digital – for airline, hotel, and cruise marketers.

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