Brochures are shared, reaching an average of 3.5 readers per brochure

More than 3 in 10 visitors value brochures because they are easy to share (35%) with friends and family on the trip. Printed brochures are more easily shared than digital information, which we see on our private screens. An interesting note is that the groups most interested in "easy to share" are younger or older than the typical family group led by an adult, aged 35-44, which still remains at 31%. A possible explanation is that the most democratic travelling parties are those without families in tow, requiring a greater shared commitment to a plan of action.

Out of the 1605 visitors who picked up a brochure:

• Only 1 in 50 did not share a brochure (1.8%)
• Nearly 6 in 10 shared a brochure with 1-2 people (56.9%)
• Nearly 3 in 10 shared a brochure with 3-4 people (30.7%)
• Nearly 1 in 10 shared a brochure with 5+ people (10.6%)

Powerful Reach | Hugely Influential

Among participants that picked up a brochure during a trip, each person shares a brochure with 2.5 other people on average. i.e. The average distribution reach of a printed brochure is 3.5 readers per brochure. The implications for shared content can lead attractions and businesses to think more closely about shared experiences and group pricing.

A 'Word of Mouth' recommendation between friends and family is known to be hugely influential. Sharing a brochure often works in the same way which is another reason brochures are so effective.

Research note: The above is based on Consumer Research by Bentley University’s Centre for Marketing Technology during the summer of 2018. The research was undertaken among visitors in 17 locations in North America and Europe and South Africa. 2,020 visitors responded to the survey.