Newsbrands and online travel
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National newspaper brands - both print and digital - are the perfect place to talk to people about travel.
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Newsbrands and online travel
- 1. Newsbrands and online travel 1
- 2. Newsbrands have considerable online reach 48% 27.1 million Source: comScore MMX Multi-Platform August 2013 Newsbrands reach 27.1 million people across online, tablet and mobile 2
- 3. A significant number of internet users in the UK visit a travel site each month 60% = 26.6 Of UK internet users visited online travel sites in August Source: comScore MMX Cross Visiting August 2013 million readers
- 4. Daily newspaper readers travel more... ...they are 19% more likely than the UK average to have taken three or more holidays in the last 12 months Holidays of 2+ days. Source: NRS PADD: Jul 2012-Jun 2013 + comScore Jun 2013 4
- 5. People are more likely to find out about the websites they regularly use through press ads How found out about websites they regularly use - (%) 6.1 6.0 5.5 2.2 1.5 Source: TGI GB 2013 Q3 (April 2012 - March 2013) S02 5
- 6. Online newsbrand readers are 30% more likely to visit travel sites than the average internet user Online newsbrand visitors indexed against average online user % of retailers' visitors that read newsbrands Lonely Planet 173 82% LateDeals.co.uk 144 68% TripAdvisor 142 67% Flight Centre 138 66% Expedia 137 65% Thomas Cook 134 64% Thomson 133 63% Trivago 131 62% Secret Escapes 130 61% Hotwire.com 129 61% First Choice 128 61% Travelsupermaket.com 128 60% Travel Site Source: comScore GSMA Mobile Media Metrics, June 2013
- 7. They also over index on the majority of airline websites Airline Site Online newsbrand visitors indexed against average internet user Qantas Virgin Atlantic 152 American Airlines 150 British Airways 145 Emirates 138 Air France 132 EasyJet 129 Lufthansa Source: comScore MMX Cross Visiting August 2013 153 122 7
- 8. Newsbrands influence travel decisions Research by the Daily Mail shows... 8 in 10 7 in 10 regularly read Travel Mail in the Daily mail readers agreed that newspapers give them ideas about holidays 7 in 10 3 in 10 readers also said newspaper advertising is useful for information on deals or offers readers said that if they see a good deal advertised, they will book it Source: Mail Connected Nov 2012 8
Notas do Editor
- This is an online survey, so excludes people who don’t have internet access (that means quite a lot of older print readers, for instance). And it doesn’t cover the 9% of people who are not interested in news. Yet the reach of newspaper brands among this online audience is still huge – over three quarters accessed a newspaper in the previous week, which equates to 36 and a half million people.Let’s have a look at how that breaks down...Notes on calculation: Total population = 63,047,162Internet population= 52,731,2099% of internet populationnot interested in newsInternet users interested in news =47,985,40076% of total internet users interested in news = 36.5 million