Slide Show Webinar: Consumer Impact of Travel Site Performance

Consumer Response to Travel Site Performance
March 26, 2010
Hosted by:
MMaarggaareett RRiiveeraa
Industry Marketing Manager, eCommerce
AkamaiTechnologies
Presented by:
Carroll Rheem
Director, Research
PPhhooCCuussWWrriigghhtt IInncc.
© 2010 PhoCusWright Inc. All Rights Reserved.
1Consumer Respponse to Travel Site Performance
Online Event Recording
To view the recorded presentation, please click here.
NNoottee:: IIff yyoouu ddoowwnnllooaadd tthhee WWeebbiinnaarr, yyoouu wwiillll nneeeedd aa WWeebbeexxppllaayyeerr. IIff
you do not have one installed, please download the player here:
httpps://pphocuswrigght.webex.com/pphocuswrigght/lsr.pphpp?AT=dw
&SP=MC&rID=24602372&rKey=6dea0a3f6b86d0f1
© 2010 PhoCusWright Inc. All Rights Reserved.
2CCoonnssuum
meerr RReessppoonnssee ttoo TTrraavveell SSiittee PPeerrffoorrm
maannccee
1111..MMMMeeeetttthhhhooooddddoooollllooooggggyyyy
2.Key Findings
3.Technology Adoption and Psychographics
4.Traveler Site Expperience Trends
© 2010 PhoCusWright Inc. All Rights Reserved.
3M
Meetthhooddoollooggyy
.
Fielded online January 12-28, 2010
.
2,763 qualified respondents
.
Separate incidence/weighting checks based on 1,280 respondents
.
TTo qualliiffy, responddentts hhadd tto:
.
Take at least one leisure trip in the past 12 months that included
paid accommodations at least 75 miles from home and/or a flight
.
Play a role in planning their leisure travel
© 2010 PhoCusWright Inc. All Rights Reserved.
4"U.S. Traveler" Poppulation: 112M Adult U.S. Travelers
U.S. Adult
Population
223300 miilllliion**
U.S. Adults with
Internet Access
184 million
(80%)**
U.S. Travelers
112 million
((4499%%))***
*Source: U.S. Census Bureau
** Source: Harris Interactive
***PhoCusWright's Consumer Travel Report Second Edition
U.S. travelers: Consumers who have stayed in paid accommodations and/or taken a flight for leisure travel in the past 12 months (N=1,280)
© 2010 PhoCusWright Inc. All Rights Reserved.
5CCoonnssuum
meerr RReessppoonnssee ttoo TTrraavveell SSiittee PPeerrffoorrm
maannccee
11.MMeetthhooddoollooggy
22..KKeeyy FFiinnddiinnggss
3.Technology Adoption and Psychographics
4.Traveler Site Expperience Trends
© 2010 PhoCusWright Inc. All Rights Reserved.
6KKeeyy FFiinnddiinnggss -ffrroommPPhhooCCuussWWrriigghhtt'ss CCoonnssuummeerr TTrraavveell RReeppoorrtt
.
Booking channel mix has reached a mature state
The mix of offline/online channel usagge has become steadyy yyear-to-yyear
.
Offline booking is largely not driven by frustration with online products
Desire for personal service was the most popular reason for booking offline
.
TTechhiies are a valluabblle ttraveller segmentt
Consumers at the leading edge of technology adoption spend far more than the average on travel,
and are much more likely to consider travel an important part of their lifestyles
.
AAffffiinniitty ffoorr tteecchhnnoollooggy ccooupplleess wiitthh pprreeffeerreennccee ffoorr ccoonnttrrooll
Techies are more likely than others to prefer to "micromanage" travel planning
© 2010 PhoCusWright Inc. All Rights Reserved.
7KKeeyy SSiittee PPeerrffoorrm
maannccee FFiinnddiinnggss
.
Travel doesn't disappoint
The vast majority of travelers are somewhat to very satisfied with their online travel shopping
experiences
.
Y wait?
Generation Y and younger travelers are less patient than older travelers when it comes to page
load times
.
Prevention is key
A third of travelers would be less likely to visit a site after experiencing problems
Business travelers are slightly more likely to have a negative reaction
.
Travelers tend to be multitaskers
59% of consumers do something else when waiting for a travel Web site to load
.
Hidden fees may cost you
43% of online shoppers have abandoned a booking because the final product price and/or fees
... [download for more]