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35 million consumers used web search for travel planning in April
comScore Networks, Yahoo!, and Media Contacts today jointly released new research quantifying the impact of Web search engines on domestic travel spending. The study examined the search, visiting and buying behavior of consumers over eight weeks.. In April, 35 million U.S. consumers used a search engine to initiate travel planning, and those who bought travel online ultimately spent an estimated $6.6 billion in the category during the eight week analysis period.
The study further revealed:
Nearly one-third purchased a travel-related service either online or offline within the eight weeks following the initial search. Among these buyers, 80 percent completed travel purchases online.
Those who ultimately purchased travel submitted an average of 5.4 travel-related searches over the study period, and clicked on an average of 7.8 links within search results versus 3.4 travel-related searches and 5.2 clicks associated with those consumers who were not observed to buy online.
Only 20 percent of all travel transactions linked to search engine activity occurred directly following the initial search referral, while the remaining 80 percent took place in the days and weeks following the initial search session.
Fully 82 percent of respondents reported that they were satisfied or very satisfied with their use of Web search for travel. Along with facilitating commerce, 56 percent of respondents said Web search helped them discover a new site, and 27 percent said search led them to a new brand.
“It’s important for marketers to understand that consumers value Web search not only for gathering information but also for discovering new services and brands,” said Bradley King, travel category director for Yahoo! Search Marketing. “Search provides travel marketers a way to persistently engage with these consumers in an effort to ensure top of mind positioning throughout all points of the travel buying cycle.”
Charles Kao
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