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.

Iceland Naturally 2018 US Research Report2

2

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


Northeast: 17%

Midwest: 21%

South: 38%

West: 24%


44

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


5

Travel to Iceland


6

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


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

7

7

Top-of-mind Associations with Iceland

Associations

with ICE, SNOW and

COLD have

dropped from 41% in 2016

to 28% in

2018.


8

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


9

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


10

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


11

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


12

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


13

Summary of Travel Attitudes


14

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


15

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


16

Attitudes towards travel to Iceland are correlated

with AGE and

GENDER

0%

20%

40%

60%

80%


Men

Women

0%

20%

40%

60%

80%


18-34

35-54

55+

AGE

GENDER


17

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


18

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


$15K-50K

$50K-100K

$100K+

0

20

40

60

80

100


Never

Once a year

2+ times a year


19

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


Beach

City

Outdoor

No preference

0

20

40

60

80


Outdoor

Non-Outdoor


20

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


Northeast

Midwest

South

West


21

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


Appeal

2016 2018

47 5161 5959 56

6355

0

20

40

60

80


Interest

2016 2018

41 4250 5148 47

5345

0

20

40

60

80


Likelihood of Travel

2016 2018


22

Whale Harvesting


23

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


24

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

iceland naturally - mbl.is · 8 iceland naturally 2018 us research report 8 associations with...

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