Microsoft Search Advertising takes a deep dive into the way Australian travel consumers make travel decisions, throughout the Microsoft Ecosystem. The research is available for Marketers to assist the campaign strategy and planning process.
6. 32%
United States
2x growth
14.8%
Canada
2x growth
14.2%
Australia
2x growth
21.3%
United Kingdom
3x growth
Microsoft Search Network powers
Search Share1 and Growth2 (2011-2016)
7. Source: Nielsen Consumer & Media View, National Online database (Jan – Dec 2015); Nielsen Online Ratings for November 2015
*Total Population = All Australians 14 years and over – includes both online and offline population
Survey questions asked to the respondents: : Which of the following activities have you used the Internet for in the past month?, Please indicate which of the following mobile phone activities you have done in the past 30 days.
Attended Uni
21.7%
Microsoft
18.9%
Google
Aged 35 – 54 years
45%
Microsoft
42%
Google
25%
of our audience
is unique to
Microsoft Search
8. Worldwide conversion rates,
by format & device, Q3 2016
Among campaigns analysed by Marin Software1
Smartphone Tablet Desktop
Search
4.81% 7.13% 8.55%
Social -
0.98% 1.95%
Display
2.35% 3.62% 4.78%
Source: Marin Software: “The Q4 2016 Performance
Marketer’s Benchmark Report” Dec 2016
19. Jerry
Persona 82
Research
• Bargain/deal hunting
• Comparing
different brands
• Alternative evaluation
• Reviews
• Product, price,
convenience
Book
• Metasearch
• OTA
• Accommodation
• Flights
• Making an
informed choice
Jerry
Persona 82
• Searches of destinations
• Brand is not top of mind
• Process is unstructured
Inspire
20. • Searches of destinations
• Brand is not top of mind
• Process is unstructured
Inspire
5 best places to
visit in New Zealand Croatia
Rent a car in Croatia
travelogx Croatia
What other people
say about Croatia 2016
Crete Greece
(Greek Islands)
South Africa pictures
St Tropez tourism
(Close to Nice, SE France)
How to say price
in Croatian
Mallorca Spain (Islands)
Kos Greece
(Greek Islands)
Louvre Paris
entrance fee
• Searches of destinations
• Brand is not top of mind
• Process is unstructured
Inspire
21. a
Research
• Bargain/deal hunting
• Comparing
different brands
• Alternative evaluation
• Reviews
• Product, price,
convenience
Burberry mens
gunmetal grey watch
$ → €
Okuklje Bay Croatia
Spiaza Susak Croatia
Flights from
Adelaide to Croatiafarecompare.com
jetcost.com.au
expedia.com.au
tripadvisor.com.au
momondo.com.au
skyscanner.com.au
kayak.com.au
qatarairways.com
22. Book
• Metasearch
• OTA
• Accommodation
• Flights
• Making an
informed choice
More GoPro
accessories
Europe vacation
travel video guide
Awesome Adventures:
Croatia
Hotel Amfora Hvar
Last minute deals
Mykonos
expedia.com.au
tripadvisor.com.au
edreams.com.au
booking.com
trivago.com.au
lastminute.com.au
hotelscombined.com.au
airbnb.com.au