Empfohlen
Weitere ähnliche Inhalte
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Empfohlen
Empfohlen (20)
Research: Traveler’s Path to Purchase Journey
- 1. Travel Path to Purchase
- 2. METHODOLOGY Expedia Media Solutions commissioned comScore to conduct a study on travel path to purchase in the United Kingdom, United States and Canada comScore blended online travel behavioral data with data collected through a custom survey Custom Survey Qualifications Age 18+ Live in UK, US or Canada (each country required for each market being analyzed) Booked travel online within the past 6 months Survey yielded: United Kingdom: 817 total completes United States: 805 total completes Canada: 815 total completes Fielding dates: March 14 – 23, 2016 Behavioral Data Sources comScore PC Panel (2MM devices worldwide) comScore Mobile Panel (20,000 devices) comScore Multi-Platform comScore Census Tags (>1.5 trillion events monthly) Survey Statistical Reliability A sample of 800 is reliable within ±3.5% points at a 95% confidence interval A sample of 500 is reliable within ±4.4% points at a 95% confidence interval
- 3. 50 MILLION DIGITAL UK USERS CONSUMING 239 BILLION DIGITAL MINUTES EACH MONTH 3 258 MILLION DIGITAL US USERS CONSUMING 1.5 TRILLION DIGITAL MINUTES EACH MONTH 30 MILLION DIGITAL CANADA USERS CONSUMING 148 BILLION DIGITAL MINUTES EACH MONTH Data Source: comScore Media Metrix Multi-Platform Reporting, April 2016 data, Unique Visitors & Total Minutes.
- 4. 806 MILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN CANADA 18% INCREASE YEAR OVER YEAR 4 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes. 8.7 BILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN THE US 41% INCREASE YEAR OVER YEAR 2.4 BILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN THE UK 44% INCREASE YEAR OVER YEAR
- 5. 5 Number of visits to travel sites made by bookers 45 days before booking: 121 Data Source: comScore UK, US and Canada Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16. Average Travel Site Visits per Week (Number of travel sites visited per week by the average segment member, Oct’15-Feb’16 aggregate) ONLINE BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 Week 6 before Week 5 before Week 4 before Week 3 before Week 2 before Week 1 before Week of booking UK US CA Average Travel Site Visits per Week (Number of travel sites visited per week by the average segment member, Oct’15-Feb’16 aggregate) 140 161
Hinweis der Redaktion
- Let’s peel back the layer and get a deeper look at what the overall online space looks like for travel, specifically. Good news for all of us in the room – online travelers are spending a ton of time on our content, and it’s continuing to grow with double digit increases year over year: 2.4 billion minutes per month are spent on digital travel content in the UK up 44% vs. 2015 8.7 billion minutes per month are spent on digital travel content in the US up 41% vs. 2015 806 million minutes per month are spent on digital travel content in Canada, up 18% versus 2015 Noah: Speculate as to why Americans have less time so make travel an even more considered purchase? Canadians declining dollar?
- So, what does the path look like? How much engagement is there among bookers and when? We looked at travel content usage by bookers across dec 2015 to feb 2016 – about 15 months of content. Overall British bookers engaged with travel an average of 121 times over the course of their 7 week path to purchase. Let’s pause for a moment and think about that – 121 visits in 6 weeks. That is a LOT of travel content and a lot of opportunities to influence the consumer to your brand, your destination. When we break down the travel usage by weeks within the booking path, we see fairly consistent usage over weeks 6 to 1 prior to booking, with a big increase the week of booking where travelers on average visited travel content over 26 times. Overall US bookers engaged with travel an average of 140 times over the course of their 7 week path to purchase. Looking at it weekly, we see a steady growth week over week, where travelers on average visited travel content over 23 times. Canadian bookers engaged with travel an average of 161 times over the course of their 7 week path to purchase. They are the strongest at start of the 6 weeks and their visitation doesn’t let up. There is a spike 2 weeks before booking and it remains high to booking. In the week of booking, Canadian travelers visited travel content over 31 times. *Call out for internal reference: Remember this is different data source – previous version was from Compete’s panel data while this version is comScore’s panel data (which is actually more stable and an industry standard)
- Here is the bit.ly to download the study – please remember that this is case-sensitive