Media agency OMD has completed one of its most in-depth pieces of research in a move to more accurately plot the path to purchase in the notoriously complex travel sector. The agency conducted studies in Australia and China, interviewing over 800 travellers in each country to better understand how, what and where they are consuming media. Among the study's findings include:
- 34% of Australians interviewed admitted to clicking on an online ad.
- Australian consumers are travelling twice as frequently as Chinese consumers.
- Of 803 Australian consumers who booked airline, travel and hotel in the last 12 months, 70% booked both domestic and international travel; 26% booked domestic only and 4% booked international only.