New research conducted by the location marketing agency PML Group as part of its Now, Near, Next thought leadership series found that 72% of the 300 Dublin respondents to the survey cited ‘Eating Out’ as the most looked forward to activity, with travel abroad at 57% the next most sought-after pursuit.
Now, Near, Next is a collection of thought leadership pieces, research studies and insights from PML Group in response to Covid-19 which aims to help ensure brands can communicate and engage with their customers most effectively now, in the near future and in the more distant future.
Outdoor entertainment such as festivals and markets are something that 49% of the respondents look forward to, a percentage that was matched by the 49% choosing indoor entertainment such as pubs and cinemas. 57% of 35-44 year olds stated that they’re keenly anticipating the pub experience again while a return to the cinema was also up there.
Travel in Ireland was chosen by 46% while high street shopping got a 44%.
Single people also index highly for eating out and other forms of entertainment.
Females (75% versus 69% for males) and those in the 25-34 age group (81%) found the restaurant experience to be the more popular choice according to the study conducted by IpsosMRBI on behalf of the agency.
“From the research it’s clear that people are missing everyday interactions and the piece points to some key strategic markers in terms of planning around location and creative messaging in the medium to long term,” stated Colum Harmon, PML Group’s Marketing Director.