• by Gavin O'Malley  @mp_gavin, May 25, 2010

No matter where vacationers migrate this summer, chances are slim that they will completely disconnect from digital media and communications.

Indeed, 72.2% travelers in 2010 say they accessed the Internet, email or social media sites while on their last vacation, according to a new study from ad network Burst Media.

That represents a significant jump from 2009, when three out of five -- 63.3% -- travelers admitted to using the Internet while on vacation.

Men are more likely to go online while away -- 76.2% -- than women -- 67.7%.

Men or women, why do vacationers go online? Keeping in touch with family and friends was the reason cited by 42.8% of men, and 52.7% of women used that excuse. Meanwhile, 27.3% of men -- and 31.6% of women -- said they went online to check out local destinations and entertainment. Among men, 33.1% said they used the Web to check news and sports sites, as compared to 23.7% of women. Finally, 22.3% of men and 17.6% of women said they needed to virtually check in at the office.

Administered earlier this month to over 2,400 adults 18 years and older, the Burst survey found that one-quarter -- 27.2% -- of respondents plan to take more vacations this summer compared to last year, and 44% plan to take about the same number.

The Internet remains invaluable for travelers, with the vast majority -- 88% -- going online as a resource when making vacation plans.

"The Internet is the primary source for many consumers to both research and make purchases, particularly with their travel plans," said Mark Kaefer, marketing director at Burst Media.

The most popular Web site content areas demanded by travelers are airline flight and hotel room availability/rate information -- 54.4%; travel promotions, specials and bargains --53.3%; and travel bulletins/alerts --24.5%.

Overall, Web users gave page personalization and opt-in newsletters low "must have" rankings at 11.0% and 10.8%, respectively.

The study also found that only one-in-ten respondents -- 12.6% -- said they plan to reduce their number of summer trips compared to 2009. By contrast, last June, a third of respondents -- 34.6% -- said they planned to travel less during the summer 2009 season.

Consumers who plan to take more trips this summer cite various reasons for increased travel volume: 28.8% said they have more available time to take off; 19.4% say their personal or family finances are back on track and 13.2% said greater job security is a factor.