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Holidays begin with a search engine

New research by Google UK and comScore has indicated that in the first quarter of 2007, 20 million UK residents sought travel resources through internet search engines.

The study found that customers take an average of almost one month between beginning travel research and actually purchasing a trip, pointing to an increased thoroughness in consumer decision-making. Customers often shop around for bargains, taking advantage of the increased competition on the internet marketplace.

Bob Ivins, comScore executive vice president of European markets, said: "Online research, and more specifically search, has become a critical first step for consumers considering purchases."

The research also revealed that 54% of consumers began internet searches with generic search terms rather than branded ones. Over one third conducted a search of a generic term right before their actual purchase.

Ivins described the value of this new research: "By studying the entire online purchase path from first search to actual transaction, we are able to quantify the importance of that first search and subsequent searches and help marketers impact purchase decisions."


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Zoe Westof Editorial


10/01/2008



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