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ShareThis TravelStudy-2014

Online consumer sharing behavior around travel related content.

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ShareThis TravelStudy-2014

  2. 2. 2 TRAVEL IS A HIGHLY SOCIAL TOPIC 10% 10% of users share content related to trips and vacations to their social networks. 40% On average, each share of travel content generates 18 click-backs; 40% more than other types of shares. Those who are in the process of planning a trip* are even more likely to share and engage with travel content: 19% Amount of users in the planning phase who share travel content 25 Average number of times a travel planner will click on travel shares * i.e. who are actively searching and browsing through content containing vacation ideas, airfare and lodging accommodations, or travel tips
  3. 3. 3 THE TRAVEL LANDSCAPE TOPICS # of sharers DESTINATIONS # of sharers People are actually quite social about trip logistics. Deals, airfare, and lodging are the most shared topics: International travel drives social activity in the US, led by the UK, Australia, and New Zealand: Budget Travel Air Travel Hotels Traveling with Kids Camping Business Travel Honeymoon Adventure Travel Bed & Breakfast Cruise 2,688K 2,028K 1,513K 611K 519K 399K 180K 93K 54K 49K United Kingdom Australia & New Zealand India Japan South America Mexico & Central America Africa Eastern Europe France Caribbean 1,750K 1,056K 764K 747K 677K 643K 568K 280K 200K 156K
  4. 4. TRAVEL PLANNERS (clickbacks) 4 SOCIAL CHANNELS Sharing about travel generally takes place on Facebook and Twitter. DEVICES When browsing and researching travel content, users tend to stick with their desktops. TRAVEL SHARERS other 69% 53% 11% 6% 10% 10% 12% 14% 5% 3% 6% Travel sharers are also active bloggers, using channels like Blogger or Tumblr twice as often. However, when researching and planning their trips, users most often engage with (click back on) content shared through Pinterest, Blogger, and email. SHARING BROWSING 41% 26% 13% 10% 49% 60% Smartphone Tablet Desktop When sharing, however, they favor mobile devices, smartphones in particular.
  5. 5. 5 SEASONALITY Travel sharing is subject to seasonal spikes, but ultimately ramps up throughout the year and peaking just before the holidays. Spring Break Summer Holidays Jan Feb Apr May Jul Aug Oct Dec
  6. 6. 6 DEMOGRAPHICS AGE Millennials are more inclined to share about their travels – 35% of total travel sharing came from users aged 18-35, compared to only 22% of general sharing. 9% 5% 17% 25% 21% 20% 25% 23% 21% 16% 6% 11% Travel Sharers Average Sharers 18-25 26-35 36-45 46-55 56-65 65+ GENDER While browsing travel content tends to be taken on by men and women equally, sharing is overwhelmingly driven by women. 29% Female 55% 45% 71% Male TRAVEL SHARERS TRAVEL PLANNERS ETHNICITY Asian and Hispanic audiences are the most actively engaged with travel content. ENGAGEMENT WITH TRAVEL vs. OTHER CONTENT: -29% +48% +1% +26% African American Asian Caucasian Hispanic
  7. 7. 7 DAYPARTS Travelers share and socialize earlier in the day, but leave planning and research to the evenings: Travel Planners (search, click) Travel Sharers 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0:00 N
  8. 8. Massachusetts +37% 8 GEOGRAPHY Travel sharing is most active in coastal states and metropolitan DMAs: TRAVEL-RELATED SHARING ACTIVITY (indexed vs. general sharing) New York +62% California +49% Connecticut +48% New Jersey +51% TOP CITIES New York, NY San Francisco, CA Los Angeles, CA Austin, TX San Jose, CA Washington DC
  9. 9. 9 TAKEAWAYS & RECOMMENDATIONS TRAVELERS ARE A VALUABLE SEGMENT Travelers are active, engaged, and influential sharers, especially when in the process of planning a trip. Regardless of your objective, identify and activate this audience to amplify your messaging. DIVERSIFY YOUR CHANNELS Facebook is the main forum for travel, but users engage with Pinterest and Blogger more actively when in the planning phase. Spread out your media strategies accordingly to reach users at the height of engagement. KNOW YOUR AUDIENCE Millennials, women, Hispanics, and Asians are the most social travel sharers. Align with such demographics when looking to activate the valuable travel audience. CONTENT ALIGNMENT IS KEY Certain topics, like budget and international travel, drive more social buzz than others. Align your media delivery with such content to unlock additional value from travel sharers.
  10. 10. THANK YOU 10