comScore-2018亚太地区旅游趋势调查（英文）-2018.7-10页-1mb

APAC Travel Report Summary - July 2018

Core Content

This report provides an overview of the online travel behavior of consumers in the Asia-Pacific (APAC) region, focusing on their usage patterns, platform preferences, and segmentation. It uses data from comScore's audience measurement tools to analyze the digital footprint of the travel industry and highlight trends across different countries and user types.

Main Points

1. Penetration and Market Size

• Australia has the highest penetration of travel sites among the listed countries.
• China has the largest market in terms of the number of unique visitors to travel-related websites and apps.
• The total travel audience in the APAC region accounts for 35% of the total digital population.

2. Access to Travel Sites

• Consumers in Asia are increasingly using mobile devices to access travel services, bypassing desktop usage.
• In India and Indonesia, the "mobile-only" segment is among the highest, indicating a strong preference for mobile access.
• Multi-platform reach is also significant, but mobile-only usage is growing rapidly.

3. Composition of the Travel Industry's Online Footprint

4. Profile of Travel Website Visitors (India)

• Gender distribution:
  • 70% male, 30% female across all travel categories.
• Age distribution:
  • 18-24 years: 39%
  • 25-34 years: 34%
  • 35-44 years: 15%
  • 45+ years: 12%

5. Information-Gathering Behavior

• Frequency of visits:
  • Australia: 2.7 visits/month
  • China: 2.4 visits/month
  • India: 2.7 visits/month
  • Indonesia: 1.9 visits/month
  • Japan: 3.0 visits/month
  • Malaysia: 1.7 visits/month
  • Vietnam: 2.4 visits/month
• Time per visit:
  • Australia: 5.0 minutes
  • China: 3.4 minutes
  • India: 4.4 minutes
  • Indonesia: 4.4 minutes
  • Japan: 4.2 minutes
  • Malaysia: 5.9 minutes
  • Vietnam: 2.7 minutes
• Total time spent per person per month:
  • Australia: 13.4 minutes
  • China: 8.3 minutes
  • India: 11.9 minutes
  • Indonesia: 8.4 minutes
  • Japan: 12.7 minutes
  • Malaysia: 10.2 minutes
  • Vietnam: 6.4 minutes

6. Seasonality of Online Travel Agent Visits

• The report highlights the seasonal variation in visits to online travel agent (OTA) sites, with a peak month in 2017. This indicates that travel demand fluctuates across the year, with specific months showing higher engagement.

7. Heavy Users of Travel Websites (India)

• Heavy users make up 21% of the travel audience but account for 79% of the total time spent on travel sites and apps.
• They are the most likely to make purchases and become brand ambassadors if they have a positive travel experience.
• Heavy users cluster in specific categories, such as:
  • Ticketing sites: 4.5x more heavy users than average
  • Toys sites: 4.0x more
  • Weather information sites: 3.8x more
  • Movies sites: 3.3x more

8. User Segmentation

• Moderate users: 30% of the online travel audience, contributing 16% of the total time spent.
• Light users: 49% of the online travel audience, contributing 5% of the total time spent.

Key Information

• The report uses comScore's MMX Multi-Platform, Mobile Matrix, and Segment Metrix tools to analyze consumer behavior.
• Mobile-only usage is rising in APAC, especially in India and Indonesia.
• Heavy users are critical for driving engagement and conversions in the travel industry.
• India has a significant proportion of heavy users, who are more engaged and likely to convert.
• The travel industry's online footprint is dominated by Ground transportation & Cruise (13%) and Online Travel Agents (18%).

Additional Research

The report references other comScore studies such as:

• Global Digital Future in Focus
• Global Mobile Report
• Mobile's Hierarchy of Needs
• Top 10 Burning Issues in Digital

These studies provide further insights into digital consumer behavior and trends. For more details or a tailored presentation, contact comScore.