Hitwise Monthly Category Report - Travel Hitwise Custom Report for Travel

Transcription

1 Hitwise Monthly Category Report - Travel Hitwise Custom Report for Travel Based on US Internet usage for the month of March, 2010

2 Hitwise Monthly Category Report - Travel 1 Traffic Distribution Analysis 39.77% of all visits to the online 'Travel' industry went to the top 10 websites for the month of March, % went to the top 20 websites and 70.18% went to the top 100 websites. Visit Duration Analysis The average visit duration for visits to the online 'Travel' industry was 7 minutes, 40 seconds for the month of March, This is a minimal decrease from last months average visit duration of 7 minutes, 45 seconds. Travel Category - Weekly Market Share of Visits Chart Note: Market Share of visits represents the percentage of all traffic received by a particular online industry or website. The data is based on a sample of 10 million US Internet users.

3 Hitwise Monthly Category Report - Travel 2 Sites That Entered and Left the Top 100 The monthly churn in the Top 100 in the 'Travel' industry for the month of March, 2010 based on visits was 6.0%, which means that 6 websites in this industry's Top 100 rankings have changed since February, Websites that entered the Top 100 were: February, 2010 Rank March, 2010 Rank Website Domain Fly.com Six Flags Days Inn MapNation Interval International Quality Inn Websites that have left the Top 100 were: February, 2010 Rank March, 2010 Rank Website Domain Traffic.com British Airways Travelzoo Vacations vacations.travelzoo.com Burlington Northern Santa Fe Railway Washington Metropolitan Area Transit Authority Travel Channel * Note: DNR = Did Not Rank

4 Hitwise Monthly Category Report - Travel 3 Travel - Website Ranks The table below shows the Top 20 websites in the 'Travel' online industry for the month of March, 2010 based on visits. The travel category lists those sites which are related to travel and the travel industry, including publications, travel agencies, transport services/people carriers, airports, destinations, resorts, travel and locality guides and accommodation. Total websites that ranked with currently selected options: 13,003 Category Contribution Percentage: 1.71% Rank Website Domain Market Share Feb '10 Jan '10 Dec '09 1. Google Maps maps.google.com 14.62% MapQuest % Expedia % Southwest Airlines % priceline.com % Travelocity % Yahoo! Maps maps.yahoo.com 1.71% Orbitz % TripAdvisor % Bing maps % Delta Air Lines % Hotwire % Yahoo! Travel travel.yahoo.com 1.18% cheapoair.com % American Airlines % bookingbuddy % Lowfares.com % JetBlue Airways % Kayak % Cheap Tickets % Note: DNR = Did Not Rank Note - the Hitwise data featured is based on US market share of visits, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US Internet users. Hitwise ranks over 1 million unique websites on a daily basis, including subdomains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context.

5 Hitwise Monthly Category Report - Travel 4 Travel Industry Search Terms The following report lists the most popular search terms for the 4 weeks ending 03/27/2010, that resulted in traffic to websites classified by Hitwise within the 'Travel' industry. For example, the most popular search term was 'mapquest' representing 3.14% of all search terms that delivered users to websites classified by Hitwise within the 'Travel' industry. Displaying 1 to 30 of 49,945 search terms. Rank Search Term Clicks 1. mapquest 3.14% 2. mapquest driving directions 1.85% 3. google maps 1.24% 4. maps 0.91% 5. southwest airlines 0.84% 6. map quest 0.62% 7. google earth 0.58% 8. cheap flights 0.52% 9. travelocity 0.48% 10. delta airlines 0.47% 11. expedia 0.47% 12. mapquest.com 0.45% 13. cheap tickets 0.37% 14. american airlines 0.34% 15. priceline 0.31% 16. driving directions 0.31% 17. yahoo maps 0.30% 18. united airlines 0.27% 19. map 0.26% 20. continental airlines 0.25% 21. jet blue 0.24% 22. airline tickets 0.24% 23. orbitz 0.22% 24. hotels.com 0.21% 25. allegiant air 0.19% 26. us airways 0.18% 27. google 0.17% 28. expedia.com 0.17% 29. airtran 0.17% 30. directions 0.16% Note: Data based on a sample of 10 million US Internet users.

6 Hitwise Monthly Category Report - Travel 5 Search Engine Analysis The 'Travel' online industry received an average of 38.85% of its upstream traffic from search engines over the past 6 months. The top referring search engines for the month of March, 2010 were 'Google', 'Yahoo! Search' and 'Bing'. The 'Travel' online industry received 8.79% more upstream traffic from search engines than the internet average of 30.06%. The 'Travel' online industry sent 1.97% less downstream traffic to search engines than the internet average of 10.36%. Top Upstream Search Engines BEFORE Visiting the 'Travel' industry for the month of March, 2010: Rank Website Upstream Clicks 1. Google 28.65% 2. Yahoo! Search 4.25% 3. Bing 3.11% 4. Ask 0.72% 5. Google Images 0.43% 6. AOL Search 0.37% 7. Google Canada 0.12% 8. AOL Search for HP and Compaq 0.09% 9. Yahoo! Everything 0.09% 10. mywebsearch 0.07% Upstream Search Engine Traffic Trend The average percentage of upstream search engine traffic for the 'Travel' industry was 38.85% for the 6 months ending March, 2010 Top Downstream Search Engines AFTER Visiting the 'Travel' industry for the month of March, 2010: Rank Website Downstream Clicks 1. Google 5.15% 2. Bing 0.88% 3. Yahoo! Search 0.74% 4. Ask 0.41% 5. Google Images 0.38% 6. AOL Search 0.14% 7. bing Images 0.06% 8. mywebsearch 0.05% 9. Info.com 0.04% 10. bing Videos 0.03% Downstream Search Engine Traffic Trend The average percentage of downstream search engine traffic for the 'Travel' industry was 8.39% for the 6 months ending March, 2010

7 Hitwise Monthly Category Report - Travel 6 Travel - Fast Movers Fast Movers indicates local websites which have witnessed substantial increases in rank in the 'Travel' online industry. Charts show rank in the 'Travel' online industry for the four months ending March, Google Local for mobile HelloMetro 2,620 places Google Local for mobile is a free download combining directions, maps, and satellite imagery, that lets users find localities and businesses around the country from their mobile phone. 2,084 places HelloMetro features guides to over 300 cities, which include information on attractions, history, jobs and local news. The Cruise Network ,163 places The Cruise Network provides information on cruises, destination and shore excursions. No description 590 places

8 Hitwise Monthly Category Report - Travel 7 Travel - Fast Movers (continued) Wet 'n Wild Orlando ,052 places The website of Wet 'n Wild Orlando contains information on discounts, rides, park information, tickets and special events. No description 836 places GulfShores.com Magic Springs and Crystal Falls places GulfShores.com provides an area guide to Gulf Shores and Orange Beach, Alabama. Details include beach front accommodation, charter fishing, golf and restaurants. 995 places This site features information on the Magic Springs and Crystal Falls theme park, situated in Hot Springs, Arkansas.

9 Hitwise Monthly Category Report - Travel 8 Travel - Fast Movers (continued) South Padre Island Otel.com places This website acts as a guide to South Padre Island, offering beach cams and information about night life, shopping and travel. 424 places Otel.com provides an online hotel search and booking facilities for a range of hotels worldwide. Note: Data is based on a sample of 10 million US Internet users.

10 Hitwise Monthly Category Report - Travel 9 Hitwise Methodology Hitwise monitors a range of Internet Service Provider (ISP) networks to capture the usage patterns of Internet users. The ISPs represent a diverse range of metropolitan and regional areas including Internet access from home, work and educational institutions. Each day, Hitwise extracts from its partner ISP networks a list of websites visited and ranks them according to a range of industry standard metrics - including 'Visits', 'Pages' and 'Average Visit Time'. Hitwise also extracts Clickstream data which analyzes the movements of visitors between websites. Hitwise abides by local and international privacy legislation and analyzes all data in aggregate form. The Hitwise methodology is audited by PricewaterhouseCoopers on a quarterly basis. To view the Hitwise privacy policy and methodology in full please visit