The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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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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TA re-invents 'Great Southern Land' video

TA re-invents 'Great Southern Land' video | The Insight Files | Scoop.it

Tourism Australia (TA) has collaborated with ICEHOUSE singer Iva Davies to create a new online video for the popular Aussie anthem, ‘Great Southern Land’, originally written in 1981.

 

The new clip has been uploaded to Tourism Australia’s Facebook page and celebrates the 30th anniversary of the inspirational tune, according to TA managing director Andrew McEvoy.

 

“This clip will be shared with online audiences over the world including with Tourism Australia’s 3.4 million Facebook fans – to reignite some of the passion and emotional connection that people feel towards Australia when they hear this song,” Mr McEvoy said.

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Is video changing the social media landscape?

Is video changing the social media landscape? | The Insight Files | Scoop.it

Social media data from 2014 tells a story about the growing importance of video, for companies like Amazon as well as social networks. Shareholic has released data summarising social referral traffic throughout 2014, helping illustrate how online video is redefining how social networks conduct their business. YouTube saw a decrease in referrals of 65.49% during the fourth quarter of 2014, and Facebook's video efforts may go some way to explaining that dip.


Among Shareholic's main findings include:

  1. Facebook drives one-quarter of overall traffic.
  2. Pinterest hit its plateau.
  3. The six remaining platforms make up less than 2% of total web traffic. These include Twitter, StumbleUpon, Reddit, Google Plus, LinkedIn and YouTube.


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