Online tourism consumption is rising, mobile end can not replace the PC side

A new survey by the Expedia Media Solutions Department (Expedia Medium FX, EMS) provides us with in-depth reports on the application of travel content, including platforms, device usage patterns, purchase trends, and how content affects decision-making processes.

The survey, commissioned by EMS and implemented by comscore, shows the huge development opportunities facing the leisure travel market, with a market size of 58 billion U.S. dollars in the first half of 2013, accounting for 37% of the market share of E-commerce in the same period. The survey also monitored content consumption, as well as a shared model of passenger travel before, during and after the trip, with the aim of helping tour companies understand the ways, time, and channels in which they can find and share digital content, whether or not they are related to tourism.

The consumption of online tourism and the consumption of mobile tourism are rising, creating more opportunities for enterprises to communicate with passengers, but the mobile end is not enough to replace the PC side.

-Online content consumption is growing at an extremely rapid rate. Consumers ' online content consumption has increased by 93% compared to three years ago.

-Online content consumption rose by 8% in the year;

-The travel-related content of consumer spending on the mobile end grew by 45% over the same period, while at the PC end it grew by only 2%;

Consumers can access content through more platforms and channels, and OTA is an important channel in all phases of the platform and throughout the subscription cycle.

-During the booking cycle, 26% of the travel consumer will be exposed to the content on Facebook, 23% will be exposed to paid content, and 9% will be exposed to naturally generated content.

-Consumers spend 28% of their time using mobile devices in terms of total time spent on tourist content, 24% of which travel only through mobile devices.

-During the booking cycle, 80% of visitors visit Ota, while the average number of OTA visits per phase exceeds any category of enterprise.

In content consumption, different types of content resonate among users of different purposes and are shared on different platforms.

-55% of travelers will search for information on hotels and accommodation. This is the most common content requirement in all decision stages, both on the PC side and on the mobile side. The demand for weather/climate information, ticket information, and destination activity information is 46%, 45% and 42%, respectively.

-the most frequently accessed information at the mobile end is weather and climate information, restaurant reviews, respectively, accounting for 46% and 44%.

-The picture content is used for about 37% of the entire travel decision process, one times more than 18% of the video content.

-After visitors return home, 45% of the passengers will be in the social media to upload the relevant content after the trip, or write comments.

-64% of social networking sites posted on laptops, followed by smartphones (45%) and tablets (16%).

This survey provides us with a 360-degree tour content use display, so that companies can understand the potential customers consumption habits. Through the results of the survey report, enterprises and advertisers can create innovative, efficient content, and through the appropriate channels to distribute, to cover a large number of demand for content consumers.

"The purchase channel is not streamlined, and the traveler's current travel research and booking cycle looks like a flight route map, with multiple directions, each offering the opportunity to contact and communicate with the passengers," said Noah Tratt, EMS global vice president. On Expedia, we collaborate with our partners to ensure that they have the necessary knowledge and tools to develop efficient marketing strategies and advertising strategies to achieve business goals. ”