Search for a getaway
E-commerce
14 January 2008
In the first quarter of 2007, 20 million people used search engines to get travel information, a study by Google and comScore has found.
Analysis of UK search patterns has found that people used 12 travel sites before booking their online holiday, on average.
The process takes 29 days, with only one in ten people making a purchase on their first visit to a site.
"Online research and more specifically search has become a critical first step for consumers considering purchases," said Bob Ivins from comScore.
"By studying the entire online purchase path from first search to actual transaction we are able to quantify the importance of that first search and subsequent searches, and help marketers impact purchase decision," he added.
The survey followed all major search engines to better understand how customers behave when buying online.
Booking travel with the internet often proves to be cheaper - travel agents have fewer costs maintaining websites than running high street shops.
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