Investment Research - TripAdvisor

Investment ResearchUnderstand usage of popular services and brandsand forecast trendsAn investor wanted to learn more about brand awareness and how consumers use TripAdvisor, a popular travelwebsite that allows users to search for flights, hotels, destination spots and things to do while traveling. Hecreated a tracker survey to follow trends around TripAdvisor’s consumer engagement and popularity around itsmobile application.Research Objectives ● Learn more about brand perception and awareness ○ What is the perception and level of awareness of TripAdvisor as a travel website? ● Understand consumer usage around TripAdvisor ○ What are people using TripAdvisor for? ○ What do users like and dislike about TripAdvisor? ● Understand consumer engagement with TripAdvisor mobile application ○ How are people using the TripAdvisor mobile application? ○ How likely are people to use the TripAdvisor mobile application when booking flights or hotels/Project Criteria ● 100 respondents ● Targeting: ○ U.S. Audience ○ Ages 18+ ○ Gender balanced (50% male / 50% female)

Key InsightsTripAdvisor has low brand recognitionWhen respondents were asked to name travel websites they have heard of in an unaided brand awarenessquestion, TripAdvisor was overshadowed by its competitors, including Travelocity, Orbitz, and Kayak.

TripAdvisor users are doing a lot with the siteRespondents who use TripAdvisor use the site for a variety of purposes, including to read reviews, search forhotels, and search for restaurants.

Survey ExamplePAGE: DEMOGRAPHICS 1. How much income did all members of your household earn in 2011? a. Less than $20,000 b. $20,000 to $49,999 c. $50,000 to $99,999 d. $100,000 to $149,999 e. $150,000 or more f. Prefer not to disclosePAGE: UNAIDED BRAND AWARENESS 2. Which travel websites have you heard of? a. [open text]PAGE: AIDED BRAND AWARENESS 3. Which of the following travel websites have you heard of? (Select all that apply.) [randomize, do not randomize last option] a. HomeAway b. Priceline c. Orbitz d. Airbnb e. Kayak f. Travelocity g. Expedia h. CheapTickets i. Hotwire j. Hotels.com k. None of the above l. Other (please specify) 4. Which of the following travel websites have you used or visited in the past 12 months? (Select all that apply.) [randomize, do not randomize last option] a. HomeAway b. Priceline c. Orbitz d. Airbnb e. Kayak f. Travelocity g. Expedia h. CheapTickets i. Hotwire j. Hotels.com k. None of the above l. Other (please specify)

PAGE: TRIPADVISOR SCREENER 5. Have you heard of TripAdvisor? a. Yes, I have heard of TripAdvisor, and I have used it b. Yes, I have heard of TripAdvisor, but I have never used it [skip to DISQUALIFY] c. No [skip to DISQUALIFY]PAGE: TRIPADVISOR USERS 6. What do you use TripAdvisor for? (Select all that apply.) [randomize] a. Searching for hotels b. Searching for flights c. Searching for restaurants d. Reading reviews e. Searching for vacation rentals f. Searching for things to do g. Other (please specify) 8. How frequently do you write a review on TripAdvisor after visiting a restaurant/destination? a. All the time b. Most of the time c. About half the time d. Some of the time e. None of the time 9. What do you like most about TripAdvisor? a. [open text] 10. What do you dislike most about TripAdvisor? a. [open text] 11. Do you have a smartphone? a. Yes b. No [skip to END]PAGE: SMARTPHONE OWNERS 11. Do you have the TripAdvisor mobile application on your smartphone? a. Yes b. No [skip to END]PAGE: MOBILE APPLICATION USERS 12. Which of the following have you done on your TripAdvisor mobile application? (Select all that apply.) [randomize] a. Booked a hotel/flight b. Searched for a restaurant c. Looked at user photos d. Read reviews e. Other (please specify) 13. When searching for flights or hotels, how often do you use the TripAdvisor mobile application?

a. All the time b. Most of the time c. About half the time d. Some of the time e. None of the timeView the Actual SurveyTripAdvisor - SurveyMonkey Survey LinkSee the ResultsTripAdvisor - Shared ResultsLearn MoreTo receive a copy of this “Investment Research” survey template and any other SurveyMonkey Audience casestudy templates, contact audience@surveymonkey.com.For more information about SurveyMonkey Audience, visit our website: audience.surveymonkey.com

Investment Research - TripAdvisor

by SurveyMonkey Audience on Sep 21, 2012

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