Opodo travel news
7.5m log on to travel
26 Jul 2006
Around 7.5m people booked holidays online in the three months between December 2005 and February 2006, new research has revealed.
In total, 9.8m travel purchases were made in the period.
The study by comScore Media Metrix, Yahoo! Search Marketing and Media Contacts also showed those booking online tend to take their time deciding where to travel and what to buy with 85% completing a purchase within 90 days of an initial search.
Bob Ivins, managing director of comScore Europe, said: 'This study demonstrates that search is even more important to UK travel planners than to their counterparts in the US.
'Forty per cent of all searchers in the UK conducted a travel search during the analysis period compared to a lower 27% in a comparable study conducted among US consumers.'
The results show just one in ten initial searches end up with people buying a holiday or flight.
Some 45% wait over four weeks after first searching before making a purchase.
It was also revealed that when people use the internet to find a holiday they tend to shop around different sites often using search engines to bring them companies they had not considered before.
© Adfero Ltd
In total, 9.8m travel purchases were made in the period.
The study by comScore Media Metrix, Yahoo! Search Marketing and Media Contacts also showed those booking online tend to take their time deciding where to travel and what to buy with 85% completing a purchase within 90 days of an initial search.
Bob Ivins, managing director of comScore Europe, said: 'This study demonstrates that search is even more important to UK travel planners than to their counterparts in the US.
'Forty per cent of all searchers in the UK conducted a travel search during the analysis period compared to a lower 27% in a comparable study conducted among US consumers.'
The results show just one in ten initial searches end up with people buying a holiday or flight.
Some 45% wait over four weeks after first searching before making a purchase.
It was also revealed that when people use the internet to find a holiday they tend to shop around different sites often using search engines to bring them companies they had not considered before.
© Adfero Ltd
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