comScore, Media Metrix, Yahoo! Search Marketing and Media Contacts jointly released new research that quantifies the impact of Web search on UK travel purchases.
The research identified consumers who make travel-related searches, analysed their online travel search and buying behaviour and surveyed them for additional insight into their attitudes and offline purchase behaviour.
The results showed that the three-month period from December 2005 through February 2006 generated 9.8 million travel purchases by 7.5 million UK consumers using Web searches to help plan their trip.
Eighty-five percent of travel searchers reported that they completed a travel purchase either online or offline within 90 days of their initial search.
According to Bob Ivins, managing director, of comScore Europe, this study demonstrates that search is even more important to UK travel planners than to their counterparts in the U.S.
Forty percent of all searchers in the UK conducted a travel search during the analysis period compared to a lower 27 percent in a comparable study conducted among U.S. consumers.