This trend peaks with ages 25–44. They’ve finished their bucket-list trips, they’re craving something new and unusual, and they want thrills before they settle down with a family.
G9 reaches
67%
of ages 25–44
Source: Nielsen DCR
A slightly lower index for 18–24s. They’re still working through mainstream bucket-list trips “on the paved path,” like the Eiffel Tower.
Lowest for 55+. This group is less active on social, and the trend is driven by social discovery and sharing.
Norm
111
Age 18–24
124
Age 25–34
115
Age 35–44
109
Age 45–54
95
Age 55+
Index vs. norm (100 = general population on Facebook and Instagram, US only), among people who like or interact with travel. Source: Facebook Audience Insights.