The number of affluent US internet users is growing substantially and they are increasingly using the web for travel, according to a study.
The percentage of internet users in the US with household incomes exceeding $150,000 will increase from about 8.6 million in 2004 to over 10.3 million this year, a change of almost 20%, says Neilsen/NetRatings.
The survey found that using the internet for travel is popular for both men and women. Three travel sites, Sabre Travel Network, United Airlines and American Airlines, all appeared in the top five sites visited by affluent men.
AOL Travel was No. 1 for women, while Expedia ranked No. 4.
But travel usage on the internet is increasing by both affluent men and women.
“Consumer use of the internet for travel purchases is higher among households with elevated incomes, as a recent BURST! Media study shows,” said Nielsen.
Only 24.7% of online consumers with household incomes of less than $35,000 have made an online travel purchases, compared to 46% of those with household incomes of $75,000 or more.
But at the same time, the bulk of visitors to online travel sites are from middle and lower income households, according to Nielsen.
“Online travel sites could boost revenues by convincing more middle-income households to make purchases, since this group comprises the bulk of their visitors,” said the report.
Report by David Wilkening
