Google U.K. and comScore, Inc., today announced the results of a study into online consumer behaviour in the travel sector, finding that consumers are using search engines in more sophisticated ways to research and purchase travel in the UK.
The Internet is rapidly becoming the number one resource for the travel consumer. The study revealed that 20 million people in the U.K. utilized search engines for travel information in the first quarter of 2007. Key findings include:
– On average, consumers take nearly a month to go from their first search to a purchase
On average, customers make 12 travel related searches, visit 22 websites and take 29 days from the first time they search until they make a purchase. Forty-five per cent of transactions occur four weeks or more after the first search. The time spent online is lengthy, representing a prolonged opportunity for advertisers to reach and influence consumers while they search for information.
– On average travelers visit the purchase website 2.5 times
Source:itnews.it
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