15 August 2006

Online Travel Searchers Have Higher Income

Consumers conducting online travel-related searches are more likely than the norm to be from higher income households without children, and to conduct their searches from work:
  • Households with an income of more than $100,000 are 10 percent more likely than average to conduct a search on travel terms, while households with an income of $75,000 - 99,000 are 3 percent more likely to do so.
  • Households with one member are 7 percent more likely to conduct a search on travel terms, while households with two members are 5 percent more likely to conduct travel searches.
  • In households where children are not present, consumers are 6 percent more likely to conduct a search on travel-related terms.
  • Consumers in the 25-34 and 55-64 age ranges are more likely to conduct travel-related searches (2 and 4 percent, respectively).
  • Consumers are 23 percent more likely conduct travel-related searches while at work.
comScore Media Metrix introduced Competitive Search Marketing Reports by examining the effectiveness of search campaigns conducted by the most-visited online travel agencies. The analysis showed that more than 50 percent of the total click-throughs to these sites were generated by sponsored ads, compared to just 11 percent across all search activity.

Among the sites analyzed, Orbitz.com and CheapTickets.com led the pack, each receiving approximately 72 percent of click-throughs from sponsored ads.

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