The Insight Files
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Consumer trends and news curated by Tourism Australia
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UK travel decisions in a multi-screen world

As a follow up to the 2014 UK and 2014 US studies, Expedia commissioned comScore to conduct a study on the importance of multi-platform devices in online travel content consumption in the UK. comScore blended online travel behavioural data with data collected through a custom survey. Among the key findings:

 

  • 48 million people in the UK engage with digital content each month, with 73% interacting with travel content.
  • Smartphone users are most likely to access travel content in a given month, at 73%.
  • Among the 25 million monthly travel users on mobile, 75% access travel only via smartphone; 14% use both smartphone and tablet.
  • Reach of most travel categories in the UK is considerably higher than the US.

 

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Panos Fotiadis's curator insight, May 12, 2016 8:15 AM
Another study from Expedia for U.K. travelers
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How video influences travel decisions

How video influences travel decisions | The Insight Files | Scoop.it

Google has shared some interesting figures on travel and YouTube showing how consumers engage with video when researching and planning trips. The figures are from research that Google carried out with Ipsos MediaCT, revealing that many of the reasons consumers are watching video online are often travel related. For example, 27% view clips to relax or escape, 45% to be entertained or inspired and 14% to pursue a hobby. When it comes to trips and holidays, almost 50% of travellers use online video in some shape or form before they decide where to go on holiday.


  • 65% use video when thinking about taking a trip.
  • 48% when thinking about the type of trip to take.
  • 67% consult it when choosing a destination.
  • 67% when choosing activities within a destination.
  • 63% when deciding on accommodation within a destination.


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