UK user figures for the online travel market
New findings from the Office for National Statistics (ONS) — UK reveal an increase of adults using the internet to research and book travel arrangements, with the 25-35 age group peaking as the highest users.
Of respondents, there was an equal split of men to women – each gender researching travel products online. Whether there was a bias towards the actual decision makers was not clear, but it does reinforce the need for insightful targeting in travel marketing.
The top 5 most popular sites accessed in the research process of UK users were:
- Google Maps UK – just over 10%
- TripAdvisor UK – 6.38%
- Booking.com – 2.87%
- National Rail Enquiries – 1.97%
- Thomson Holidays – 1.77%
Research from Greenlight, showed that ‘Cheap flights’ was the most popular term searched for on Google UK, accounting for 17% of all flight searches, and 20% of all searches made on mobile.
This is backed up by Experian data showing that UK internet users spent 2% of their desktop internet time in 2012 using travel sites.
Other recent findings include:
- Queries for flights to short haul destinations were most popular on laptops/desktops – 31% of overall flight-related searches
- Mobile search dominated long haul destination searches – 28%
- Skyscanner was the most visible site in the organic listings on mobile and desktop search