This study is brought to you courtesy ofwww.google.com/think/insights
The Role of Video in the Travel ShoppingProcessGoogle CompeteU.S., September 2010
Google Confidential and Proprietary 2Background and ObjectivesBackground• The objective of this study is to quantify usage...
Google Confidential and ProprietaryMethodologyRecruitment• Look at the past 6 months of clickstream for online travel book...
Google Confidential and Proprietary 4Key Takeaways• On average, travel bookers searching on YouTube were repeat visitors– ...
Video Market Overview
Google Confidential and Proprietary4.01.90.00.51.01.52.02.53.03.54.04.5Video Searchers Non-Video SearchersVideo Use Increa...
Google Confidential and Proprietary2.10.00.51.01.52.02.5Video SearchersVideo Searchers: Two YouTube Travel Sessions7Number...
Google Confidential and Proprietary41051015202530354045Time Spent on YouTube (Min)Bookers Spent Over 40 Minutes on YouTube...
Google Confidential and Proprietary701301020304050607080Video Searchers Non-Video SearchersVideo Searchers Used More Trave...
Google Confidential and Proprietary0.0470.000.030.05Video SearchersBookers Used YouTube Travel Channel Little10Average Num...
Google Confidential and Proprietary7.522.825.29.74.80.84.6 5.11.6 1.00.05.010.015.020.025.030.0Planning and Reviews Air On...
Google Confidential and Proprietary23.47.10510152025Video Searchers Non-Video SearchersVideo Searchers Researched 3X More ...
Google Confidential and Proprietary21.418.50510152025Video Searchers Non-Video SearchersMore Time to Influence Video Searc...
Google Confidential and Proprietary1.5%4.4%0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%4.5%5.0%Video Searchers Non-Video Searchers...
Google Confidential and Proprietary 15Conclusions• On average, travel bookers searching on YouTube were repeat visitors– T...
Like what you learned?Find more studies and data atwww.google.com/think/insights
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The Role of video for travel

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Video Use Increased Travel Search Referrals.
This study is brought to you courtesy of Google CompeteU.S., September 2010

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The Role of video for travel

  1. 1. This study is brought to you courtesy ofwww.google.com/think/insights
  2. 2. The Role of Video in the Travel ShoppingProcessGoogle CompeteU.S., September 2010
  3. 3. Google Confidential and Proprietary 2Background and ObjectivesBackground• The objective of this study is to quantify usage of video and the difference in bookingrates among video users and shoppers who don’t use video. Understanding the roleof video in travel shopping and booking allows for an assessment of how to bestposition properties like YouTube.Objectives• Determine if video consumption leads to shorter research-to-booking times• Determine if shoppers who view videos are more apt to use search engines in theirresearch• Analyze differences in the number of sites visited between shoppers who searched forvideos and shoppers who did not search for videos
  4. 4. Google Confidential and ProprietaryMethodologyRecruitment• Look at the past 6 months of clickstream for online travel bookers that convertedbetween December 2009 through May 2010– Also includes clickstream from October and November 2009 for December bookers(60-days prior to booking)• Identify video usage by looking for YouTube query strings that include travel terms– Keyword term list provided by Google• Define 4 segments of travel shoppers:– Shoppers who searched for travel video on YouTube– Shoppers who did not search for travel video on YouTube– Bookers who searched for travel video on YouTube– Bookers who did not search for travel video on YouTube• Compare travel bookers to look for differences in behaviors in the 60 days priorto a booking3
  5. 5. Google Confidential and Proprietary 4Key Takeaways• On average, travel bookers searching on YouTube were repeat visitors– These bookers averaged just over two sessions• Travel bookers who searched for video content on YouTube had a higherfrequency of search referrals to travel sites– Implies that video consumers may be more apt to use search during their research• Video searchers spent an average of 41 minutes consuming YouTubecontent after performing a travel search on the site• Marketers have more time to influence video searchers– The research-to-booking window of video searchers was approximately 3 dayslonger than non-video searchers• Video bookers visited and consumed at least 4x more travel content in everycategory of travel site– Planning & review sites lead the pack with nearly 9x more visits from videosearchers vs. non-video searchersSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  6. 6. Video Market Overview
  7. 7. Google Confidential and Proprietary4.01.90.00.51.01.52.02.53.03.54.04.5Video Searchers Non-Video SearchersVideo Use Increased Travel Search Referrals6Search Referral Frequency(Average Number of Search Referrals to Travel Sites Among Video and Non-Video Searchers, Dec. ’09-May ‘10)Average search referrals in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  8. 8. Google Confidential and Proprietary2.10.00.51.01.52.02.5Video SearchersVideo Searchers: Two YouTube Travel Sessions7Number of Travel Sessions with a Video Search on YouTube(Number of Sessions Among Video Bookers on YouTube, Dec. ’09-May ‘10)Average sessions in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  9. 9. Google Confidential and Proprietary41051015202530354045Time Spent on YouTube (Min)Bookers Spent Over 40 Minutes on YouTube8Time Spent on YouTube(Total Time Spent on YouTube Among Travel Bookers Searching for Video, Dec. ’09-May ‘10)Total time spent in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  10. 10. Google Confidential and Proprietary701301020304050607080Video Searchers Non-Video SearchersVideo Searchers Used More Travel Content9Travel Site Visits(Average Number of Visits to Travel Sites Among Video and Non-Video Bookers, Dec. ’09-May ‘10)Average of the total visits to travel sites in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  11. 11. Google Confidential and Proprietary0.0470.000.030.05Video SearchersBookers Used YouTube Travel Channel Little10Average Number of Sessions on the YouTube Travel Channel(Average Number of Sessions Among Video Bookers on the YouTube Travel Channel, Dec. ’09-May ‘10)Average sessions in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  12. 12. Google Confidential and Proprietary7.522.825.29.74.80.84.6 5.11.6 1.00.05.010.015.020.025.030.0Planning and Reviews Air Online Travel Agencies Lodging - Hotel Chains Lead GeneratorsVideo Searchers Non-Video SearchersVideo Searchers Visited 4X More Travel Sites11Types of Travel Sites Visited(Avg. Number of Visits Among Travel Bookers to Each Category, Dec. ’09-May ‘10)Average of the total visits to travel sites in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  13. 13. Google Confidential and Proprietary23.47.10510152025Video Searchers Non-Video SearchersVideo Searchers Researched 3X More Content12Number of Travel Research Sessions(Average Number of Research Sessions on Travel Sites of Video vs. Non-Video Travel Bookers, Dec. ’09-May ‘10)Average of the total number of research sessions in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  14. 14. Google Confidential and Proprietary21.418.50510152025Video Searchers Non-Video SearchersMore Time to Influence Video Searchers13Research-to-Booking Windows(Research-to-Booking Times (Days) for Video vs. Non-Video Searchers, Dec. ’09-May ‘10)Total time spent in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  15. 15. Google Confidential and Proprietary1.5%4.4%0.0%0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%4.5%5.0%Video Searchers Non-Video SearchersBooking Rate Lower for Video Searchers14Booking Rate(Share of Video Searchers vs. Non-Video Searchers that Booked Travel, Dec. ’09-May ‘10)Total time spent in the 60-days prior to bookingSource: Google/Compete Online Video study for Travel Industry, Sept 2010
  16. 16. Google Confidential and Proprietary 15Conclusions• On average, travel bookers searching on YouTube were repeat visitors– These bookers averaged just over two sessions• Travel bookers who searched for video content on YouTube had a higherfrequency of search referrals to travel sites– Implies that video consumers may be more apt to use search during their research• Video searchers spent an average of 41 minutes consuming YouTubecontent after performing a travel search on the site• Marketers have more time to influence video searchers– The research-to-booking window of video searchers was approximately 3 dayslonger than non-video searchers• Video bookers visited and consumed at least 4x more travel content in everycategory of travel site– Planning & review sites lead the pack with nearly 9x more visits from videosearchers vs. non-video searchers
  17. 17. Like what you learned?Find more studies and data atwww.google.com/think/insights

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