Expedia Media Solutions, comScore aracılığıyla yeni bir araştırma gerçekleştirdi. ‘The Traveler’s Path to Purchase‘ başlıklı araştırmada 45 günlük bir sürede Amerikalı, İngiliz ve Kanadalı gezginlerin izlediği trend ve tutumlar değerlendiriliyor.
Bu değerlendirmenin Expedia Media Solutions ürün ve mantıksal analizden sorumlu genel müdür yardımcısı Matthew Reichek’in bakış açısını yansıttığını belirtelim.
Söz konusu üç bölgede de dijital seyahat içeriği tüketimi yükselişte. Kanada’da dijital seyahat içeriğine harcanan zaman 806 milyon dakika iken, Birleşik Krallık’ta 2.4 milyar ve ABD’de 8.7 milyar dakika bu içeriklere ayrılıyor.
Dijital seyahat içeriğine harcanan zaman değişiklik gösterse de araştırmaya göre bu ülkelerdeki gezginler seyahat planlama konusunda bazı benzerlikler gösteriyor.
Araştırma ve rezervasyon aşaması boyunca kullanıcılar etkin bir şekilde seyahat içeriği arıyorlar ve yeni bilgiye açıklar. Öyle ki bu üç bölgede internet üzerinden seyahat planlaması yapanların neredeyse üçte biri reklamlardan etkileniyor.
Araştırmanın elde ettiği diğer bilgiler ise şu şekilde:
•ABD ve Birleşik Krallık’ta seyahat içeriği tüketiminde mobil kullanım, masaüstünden daha ileride. Bu ülkelerde mobil cihazlar aracılığıyla seyahat içeriğiyle bağlantı kuranların sayısı masaüstündekinden büyük oranda farklı( masaüstünde oran %75 iken mobilde %82). Kanadalı gezginler ise masaüstünde(%65) mobile göre daha fazla zaman harcıyor.
•İnternet üzerinden rezervasyon yapanlar satın alım yaklaştıkça gezi içeriğiyle daha fazla bağlantı kuruyor. İşlemin tamamlanmasından önceki 45 gün boyunca Kanadalılar seyahat sitelerini 161, Amerikalılar 140 ve İngilizler ise 121 defa ziyaret ediyor. Araştırmaya göre üç ülkede de müşteri yer ayırma işlemini gerçekleştirmeye yaklaştıkça, gezi siteleri daha fazla ziyaret ediliyor.
•Tüketiciler genellikle online seyahat acenteleri ve diğer seyahat hakkında bilgi sağlayan sitelere giriyor. Bu üç bölgede de giriş yapılan sitelerin yaklaşık üçte biri olan online seyahat acenteleri, rezervasyon konusundaki resmin büyük bir kısmını kaplıyor. Seyahat siteleri ise genel sıralamada ikinci en yüksek tıklanma oranına sahip. Bu sitelerin oranı Birleşik Krallık ve ABD’de %21 ve Kanada’da %26.
Eğer satın alıma kadarki masaüstü ve mobil kullanım tercihlerini, gidilecek yer tercihlerini etkileyen faktörleri, rezervasyondan önce bilgi alınan kaynakları ve satın alımda reklamların etkisini daha detaylı incelemek isterseniz https://info.advertising.expedia.com/2016-travelers-path-to-purchase adresinden raporun tamamına erişebilirsiniz.
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