Customer Journey Follow Your Target Group: Special Analysis by AGOF Exclusively at ITB 2013

Transcription

1 Customer Journey Follow Your Target Group: Special Analysis by AGOF Exclusively at ITB 2013

2 In 20 Minutes About us Target group analysis Do you know your target group on the Internet? Media usage behaviour Following the online and mobile tracks of your target group. Slide 2

3 The AGOF The Working Group for Online Media Research (Arbeitsgemeinschaft Online Forschung, AGOF) is an affiliation of the leading online marketers in Germany. By providing a standardised online coverage currency and comprehensive data on online media consumption, AGOF turns the classic and mobile Internet into transparent and plannable advertising media. Slide 3

4 The 19 Members of the AGOF In addition to the 19 members, another 52 marketers have their advertising media tracked. Slide 4

5 Market Relevance of Internet Facts With the 756 offers that are listed in the Internet Facts for the Sept. to Nov quarter, you can reach 88.3% of all Internet users. No use of AGOF offers: 11.7 % Use of AGOF offers: 88.3 % Basis: 101,316 cases (Internet users in the past 3 months) Source: AGOF e.v. / Internet Facts Slide 5

6 Do you know your target group on the Internet?

7 69% of All Internet Users Are Interested in Travel & Tourism Products Internet users in the past 3 months: million Interested: 69.0% = million AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" Source: AGOF e.v. / Internet Facts Slide 7

8 26 Million Internet Users Are Interested in Flight Tickets Holiday and last-minute trips In millions 24.1 Hotels for holiday/business trips 19.2 Flight tickets of discount airlines 13.5 Other flight tickets 12.7 Train tickets 11.1 Rental car 2.8 AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" Source: AGOF e.v. / Internet Facts Slide 8

9 Every Second Internet User Books a Travel Component on the Internet Product interest: Information search on the Internet: Purchases on the Internet: 69% million 81.4% million 53.9% million AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013; Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" / "For which products have you already searched for information on the Internet?" / "Have you purchased any of the following products on the Internet in the past 12 months?" / Source: AGOF e.v. / Slide 9 Internet Facts

10 Purchased in the Past 3 Months - Travel & Tourism In % million UU 5.14 million UU 4.53 million UU AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products have you purchased in the past 14 days OR the past 3 months?" Source: AGOF e.v. / Internet Facts Slide 10

11 Purchase Planning for Travel & Tourism million UU million UU 7.45 million UU AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products are you definitely/maybe planning on purchasing in the coming 12 months?" Source: AGOF e.v. / Internet Facts Slide 11

12 40% of Your Target Group also Purchases Admission Tickets on the Internet Internet users who search for online travel & tourism products purchase the following on the Internet: Basis: 101,316 cases (Internet users in the past 3 months); Source: AGOF e.v. / Internet Facts Question: "Which product have you already purchased on the Internet?" (Selection without travel products) Slide 12

13 More Than 50% of Your Target Group Plans to Purchase Furniture Internet users who search for online travel & tourism products plan to purchase the following on the Internet: Basis: 101,316 cases (Internet users in the past 3 months); Source: AGOF e.v. / Internet Facts Question: "Which product have you already purchased on the Internet?" (Selection without travel products) Slide 13

14 Following the Tracks of Your Target Group Media Usage Behaviour

15 2012 Media Mix of Travel & Tourism million AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 // Source: Nielsen (database as of January 2013) / Spendings of airlines and tourism sector, travel companies, car rental companies, e-commerce/tourism tickets and hotels and gastronomy / Advertising spending above-the-line categories (TV, newspapers, consumer magazines, specialised magazines, radio) and Internet and mobile / data for total of 2012 Slide 15

16 Online Benchmarks for the Tourism & Gastronomy Segment Ø Annual budget per company 420k Ø Monthly budget per company 45k 321 companies 2012 total 135 million Ø 20 Websites per company per year Source: Nielsen Media Research GmbH, database as of February 2013, total year 2012, online (display) advertising spending of total market for the travel and tourism industry. Slide 16

17 Appeal to Your Target Group in a New Environment! 6.68 million users surf on: 70% of these also visit 67% 55% 43% 41% Source: AGOF Internet Facts , average month *Unique users of the plan combo Opodo, Tripadvisor and Holidaycheck Slide 17

18 Reach Your Mobile Target Group

19 Reach Your Mobile Target Group Target Group: I'm (very) interested in travel (as well as train/flight tickets) (10.8 million) Mobile enabled website Unique mobile users in millions in % Gute Frage 2.5 million 23.0% Bild.de 2.1 million 19.8% Spiegel 1.6 million 14.5% Focus 1.2 million 11.2% Die Welt 1.1 million 10.4% Source: AGOF, Mobile Facts , individual month Slide 19

20 You Can Appeal to 11% of Your Target Group Through the TV-Spielfilm App Target Group: I'm (very) interested in travel (as well as train/flight tickets) (10.8 million) Apps Unique mobile users in millions in % TV-Spielfilm 2.3 million 10.9% Web.de Mail 1.4 million 6.9% GMX Mail 1.2 million 6.4% Wetter.com 1.2 million 6.3% Spiegel Online 1.1 million 5.2% Source: AGOF, Mobile Facts ; individual month, cross-platform apps Slide 20

21 Summary The Internet already represents a very popular information and transaction medium within the context of travel booking for many people. The entire process of travel planning and booking can be mapped in the digital channel. Companies from the tourism industry already appreciate the Internet as a relevant and proven marketing and sales channel. Slide 21

22 Contact Thank you for your attention! For further information please contact: Marion Beckers Director AGOF Academy Tel: Mobile: Fax: Katharina Böhm Press Officer PR/Marketing Manager Tel: Mobile: Fax: Slide 22