comScore2018亚太地区旅游趋势调查英文2018710页

©comScore,Inc.Proprietary.ForinfoabouttheproprietarytechnologyusedincomScoreproducts,referto©comScore,Inc.Proprietary.2ThisreportsummarisesthebehaviouralpatternsofconsumerswhovisittravelsitesonlineintheAPACregion.Thegoalistohelptravelprofessionalsunderstandtheiraudiencebyansweringquestionssuchas:howfrequentlydoconsumersvisittravelsites?Howlongdothevisitslast?Wheredoheavyusersoftravelservicesgoonline?Inthisreportwelimittheanalysistoindividualswithage18andaboveinthefollowingcountries:Australia,China,India,Indonesia,Japan,MalaysiaandVietnam.AlldatacomesfromthecomScoreaudiencemeasurementtoolsreferencedbelow.comScoreproductsMMXMulti-Platformofferscomprehensivereportingonmorethan300,000digitalmediaentities,includingtheirun-duplicatedaudiencesize,demographiccomposition,engagement,performancewithinkeyusersegmentsandbehaviouraltrends.Allofthesemetricscanbecomparedacrossdigitalmediaplatformsandcanbeusedtounderstandincrementalactivitycomingfromeachplatform.MobileMetrixcapturestotalmobileaudiencebehaviouronbrowsersandappsacrosssmartphonesandtablets.WithMobileMetrix,publisherscandemonstratethevalueoftheirmobileaudiences,whileagenciesandadvertiserscanstrategicallyplanandbuydigitaladvertisingonmobileplatformstoachievetheircampaignobjectives.SegmentMetrixisamediastrategyandplanningtoolthatsegmentsonlineaudiencesthroughavarietyofsegmentationschemes,includingheavy,medium,andlight(H/M/L)users,acrosscategoriesorcustomgroupings.ByleveragingthecomScorepanel,thistoolprovidesflexibilitytointegratebehaviorallydefinedsegments,demographicsegmentsandclient-definedsegments.FormoreinformationonthisreportorcomScoreproducts,contactus.Introduction©comScore,Inc.Proprietary.3PenetrationishighestinAustralia,butChinahasthelargestmarketTotaldigitalpopulation1vs.travelsitesaudiences21.Totaldigitalpopulation=numberofuniqueindividualsage18+whovisitedawebsiteoranappinFebruary2018.2.Travelsitesaudiences=numberofuniqueindividualsage18+who,inFebruary2018,visitedatravel-relatedwebsiteorapp.58%44%41%40%36%33%9%Travelsitesaudienceas%oftotaldigitalpopulationDatasource:comScoreMMXMulti-Platform,February2018181676707602614410731282758640200400600AustraliaMalaysiaJapanIndonesiaChinaIndiaVietnamTotaldigitalpopulation(million)Travelonlineaudience(million)©comScore,Inc.Proprietary.414%14%13%25%26%12%16%30%31%26%10%6%26%18%36%37%37%33%61%76%81%49%57%52%48%34%35%0%20%40%60%80%100%ChinaIndiaIndonesiaMalaysiaBrazilUSUKFranceGermanyDesktop-onlyMulti-platformMobile-onlyConsumersinAsiaareleapfroggingthetraditionaltechnologycurvebyaccessingtravelservicesandinformationthroughmobiledevicesratherthandesktop.IncountriessuchasIndiaandIndonesia,the‘mobile-only’segment,whichconsistsofindividualswhoaccesstravelinformationandservicesexclusivelythroughmobile,isamongthehighestinthelistedcountries.Howconsumersaccesstravelsites:aninternationalcomparisonChoiceofplatform:mobile-onlyvs.desktop-onlyvs.multi-platformreach(%)Datasource:comScoreMMXMulti-Platform,February2018©comScore,Inc.Proprietary.5Compositionofthetravelindustry’sonlinefootprintSizeofaudienceandreachofdifferentcategoriesoftravelwebsitesReach%oftotalAPAC*digitalaudienceSizeofaudienceUniquevisitors(million)DescriptionCategoryAirlinesCarRentalGroundtransportation&CruiseHotel&ResortsTravelInformationTransactionsOnlineTravelAgents4%5%13%5%10%2%18%46651586212419229Allairlinesitesplusanythirdpartytravelsitesthatprovideinformationand/ortransactionsforonlyairtravel.AllCarRentalsites,mostofwhichsupportonlinetransactions.Sitesthatprovideinformationand/ortransactionsforrail,bus,andshiptravel.Sitesthatcontaininformationand/ortransactioncapabilitiesforresortsandhotels.Sitesthatprovideinformationonhotelreservations,airtravelreservations,maps,discounttraveloptions/packages.Thesesitesdonotsupporttransactions.Sitesthatallowuserstogetinformationand/orbooktransactionsrelatedtoavarietyoftravelservices.Sitesthatallowuserstomakeonlineairline,carrental,train,busandhotelreservations.TOTALTRAVEL35%441*APACdigitalaudiencefiguresarelimitedtoindividualsaged18+inAustralia,China,India,Indonesia,Japan,MalaysiaandVietnam.Datasource:comScoreMMXMulti-Platform,February2018©comScore,Inc.Proprietary.6Theprofileoftravelwebsitevisitors:thecaseofIndiaAgeandgenderdistributionofvisitorsAge18-2425-3435-4445+SizeofaudienceUniquevisitors(million)CategoryAirlinesCarRentalGroundtransportation&CruiseHotel&ResortsTravelInformationTransactionsOnlineTravelAgents7.81.843.18.621.613.831.5TOTALTRAVEL88.3Datasource:comScoreMMXMulti-Platform,February2018Gender%Male%Female70%73%76%70%64%72%64%70%30%27%24%30%36%28%36%30%30%27%40%38%36%33%39%39%35%29%35%27%35%35%34%34%19%31%15%16%15%15%15%16%20%17%13%12%12%13%11%12%©comScore,Inc.Proprietary.7Preparingthejourney:information-gatheringbehaviourFrequencyandtimespentontravelinformationsiteswithadesktopcomputerNumberofvisitsperpersonpermonthAustraliaChinaIndiaIndonesiaJapanTotaltimeperpersonpermonthTimepervisit2.7visits2.4visits2.7visits1.9visits3.0visits5.0min3.4min4.4