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Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition. About Hitwise. Online competitive intelligence service Collect anonymised internet usage data on over  25 million people globally  8.43 million UK internet users

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Presentation Transcript
slide1

Hitwise UK: Affiliate Marketing

Online Travel Trends & Best Practices

for Online Customer Acquisition

slide2

About Hitwise

  • Online competitive intelligence service
  • Collect anonymised internet usage data on over

25 million people globally

8.43 million UK internet users

  • Report on over 800,000 websites
  • Provide daily delivery of information
  • Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore
  • 1,200+ clients worldwide, 400+ in the UK
  • Used for online customer acquisition:

Search marketing

Affiliate marketing

Online advertising

changing landscape uk
Changing Landscape - UK

Market Share of UK Internet Visits

  • In February percentage change in market share of UK internet visits:
    • Search Engines +9%
    • Adult -9%
    • Net Communities & Chat + 60%
    • News & Media +22%
changing landscape us
Changing Landscape - US

Market Share of US Internet Visits

  • In February percentage change in market share of US internet visits:
    • Search Engines +7%
    • Adult -15%
    • Net Communities & Chat + 66%
top uk travel sites
Top UK Travel Sites

Top 20 Travel Websites – UK Visits, February 2007

seasonality of travel
Seasonality of Travel

Market Share of UK Internet Visits

how consumers reach travel sites
How Consumers Reach Travel Sites

Industry Clickstream, Week to 24th March 2007

  • Search accounts for nearly half of visits.
  • Competitive traffic more than one third.
  • Social networks less than 1% (0.9%).
changes in search engine use
Changes in Search Engine Use

Share of UK Internet Searches Powered

  • Google up 6% year on year
  • Yahoo! Search up 12% year on year.
  • MSN Search + Live Search down 15% year on year.
  • Ask.com UK down 30% year on year and up 12% in past 6 months.
how consumers search
How Consumers Search

Industry Search Terms, 24th March 2007

how consumers search11
How Consumers Search

Industry Search Terms, Week to 24th March 2007

how consumers search12
How Consumers Search

Weekly Share of UK Internet Searches

fastest growing travel websites
Fastest Growing Travel Websites

Market Share of UK Internet Visits

  • In February percentage change in market share of UK internet visits:
    • National Rail +17%
    • Travel Supermarket +69%
    • Gumtree +84%
    • Laterooms UK +20%
  • (Among top 10 Destinations & Accommodation, Agencies and Transport websites in February).
travelsupermarket com traffic sources
TravelSupermarket.com Traffic Sources

Upstream Visits February 2007

travelsupermarket com search terms17
TravelSupermarket.com Search Terms

Travel Agency Paid Traffic Quadrants – February 2007

potential affiliate partner
Potential Affiliate Partner?

Weekly Share of UK Visits

late rooms uk traffic sources
Late Rooms UK Traffic Sources

Upstream Visits February 2007

searcher behaviour
Searcher Behaviour

Four Weeks to 24th March 2007

summary27
Summary
  • Online landscape changing constantly.
  • Search accounts for nearly half of visits to travel websites.
  • Navigational searches dominate, top searched for destinations Disneyland Paris, Tenerife, Alton Towers.
  • No correlation between share of visits, visits from search and percentage of paid traffic.
  • Consumers tend to click on the brand owner’s site when searching for a brand. However, that can change with misspellings.
  • Small players can do well for specific terms and niche markets.
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Heather Hopkins

E-mail: heather.hopkins@hitwise.com

Internet:www.hitwise.co.uk

Analyst Weblog: Weblogs.Hitwise.com