Greenfield Online and Nielsen Entertainment Survey Reveals 38% of U.S. Consumers Cannot Afford to Take Vacation

Another 18% of U.S. Consumers Said Price of Gas Has Made Travel Prohibitive

Only 11% of Travelers Will Use Traditional Travel Agency

WILTON, Conn., and LOS ANGELES, Oct. 25 /PRNewswire-FirstCall/ — Greenfield Online, Inc (NASDAQ:SRVY) , a leading provider of Internet survey solutions to marketing research and consulting companies and Nielsen Entertainment, a provider of strategic consulting and data services to entertainment and CPG industries, have concluded a joint study revealing that 38% of consumers are not planning vacations during the balance of 2005 because they can’t afford the cost. In addition, 18% of consumers stated that the price of gasoline has made travel prohibitively expensive. From a total sample size of approximately 1,000 respondents, 510, or 47%, are not planning to take any vacations during the latter half of 2005.

Among those that do plan to travel during the latter half of 2005, the majority said they would travel just as often as they normally do. Among those respondents (586, or 53%) that do plan to vacation, 83% indicated that their travel would be limited to the United States only. The most popular states planned for vacation were Florida (16%), California (14%), Nevada (13%) and New York (11%). Among the few that indicated they plan to travel to an international destination, the Caribbean was the most popular destination favored by 37% of respondents.

Among those who plan to travel, 48% responded that they plan to make arrangements directly with vendors — utilizing the website of their chosen airline or hotel chain to arrange their travel. 44% plan to utilize the website of an online travel services company. Only 11% of respondents plan to use traditional travel agencies.

For more information about this study or for a copy of complete study results, please contact the individuals below.

About Nielsen Entertainment

Through custom research, consulting and the world’s most comprehensive network of measurement systems and analysis, Nielsen Entertainment delivers Actionable Entertainment Intelligence to clients engaged in the business of selling entertainment and trading in the marketplace of our popular culture.

Nielsen Entertainment’s AEI products give clients unrivaled perspective from which to steer business decisions, providing the measure and the motivation in one package; comparing what the consumer says they do and what they actually do, in any given environment including consumer products, film, television, music, books, and interactive media.

About Greenfield Online

Greenfield Online, headquartered in Wilton, CT, is a leading independent provider of Internet survey solutions to the global marketing research industry. The company operates in Europe through its Ciao subsidiary. The company has built and actively manages one of the world’s largest communities of online panels, communities and affiliates. This global community allows Greenfield to supply its clients with diverse, demographically representative survey research data. For more information visit and To join the panel, visit

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