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.

 

Download the report.

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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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70% of UK tourists highly satisfied with their Australian travels

70% of UK tourists highly satisfied with their Australian travels | The Insight Files | Scoop.it

The top five selection criteria for UK consumers when selecting a holiday destination are safety and security (53%), food and wine (46%), interesting attractions (45%), value for money (43%) and rich history and heritage (35%). While perceptions of Australia rank very highly with respect to its safety and security and interesting attractions, there is significant room for improvement in terms of perceptions of Australia’s food and wine offering, value for money and history and heritage. Although only 24% of UK consumers had high trip expectations of Australia, 70% of previous visitors reported high satisfaction levels with their trip. For more insights on the UK consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-UK.pdf

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