Date post: | 12-Apr-2017 |
Category: |
Travel |
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Travel Path to Purchase
METHODOLOGYExpedia 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 QualificationsAge 18+Live in UK, US or Canada (each country required for each market being analyzed)Booked travel online within the past 6 monthsSurvey yielded:United Kingdom: 817 total completesUnited States: 805 total completesCanada: 815 total completesFielding dates: March 14 – 23, 2016
Behavioral Data SourcescomScore PC Panel (2MM devices worldwide)comScore Mobile Panel (20,000 devices)comScore Multi-Platform comScore Census Tags (>1.5 trillion events monthly)
Survey Statistical ReliabilityA sample of 800 is reliable within ±3.5% points at a 95% confidence intervalA 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
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.
806 MILLION MINUTES
SPENT ON DIGITAL TRAVEL CONTENT IN CANADA
18% INCREASE YEAR OVER YEAR
4Data 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
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 WITHTRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE
Week 6 before
Week 5 before
Week 4 before
Week 3 before
Week 2 before
Week 1 before
Week of b
ooking
- 5.0
10.0 15.0 20.0 25.0 30.0 35.0
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)
140161
Download the Full Study:
www.advertising.expedia.com
bit.ly/travelresearchexpedia2