A 2013 study by the University of Bergamo showed that participants were more skewed to higher age groups, with 28.3% aged 45–54, 18.7% 65+ and only 5.9% under age 34. The study showed that 84.3% of respondents seek out museums and nature, 67% value environmentally-friendly tourism, and 98% express interest in cultural heritage. Fair trade food (63%) and organic food (73%) are also important. The study noted the strong degree of trust necessary in collaborative consumption, with 75% agreeing that most people are trustworthy. 93% were satisfied with their experience, with 81% having swapped homes more than once.