2018亚太地区旅游趋势调查.pdf

comScore, Inc. Proprietary.For info about the proprietary technology used in comScore products, refer to comscore/PatentsSPOTLIGHT REPORTAPAC Travel ReportJULY 2018 comScore, Inc. Proprietary. 2This report summarises the behavioural patterns of consumers who visit travel sites online in the APAC region. The goal is to help travel professionals understand their audience by answering questions such as: how frequently do consumers visit travel sites? How long do the visits last? Where do heavy users of travel services go online? In this report we limit the analysis to individuals with age 18 and above in the following countries: Australia, China, India, Indonesia, Japan, Malaysia and Vietnam. All data comes from the comScore audience measurement tools referenced below. comScore productsMMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media entities, including their un-duplicated audience size, demographic composition, engagement, performance within key user segments and behavioural trends. All of these metrics can be compared across digital media platforms and can be used to understand incremental activity coming from each platform.Mobile Metrix captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers candemonstrate the value of their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives. Segment Metrix is a media strategy and planning tool that segments online audiences through a variety of segmentation schemes, including heavy, medium, and light (H/M/L) users, across categories or custom groupings. By leveraging the comScore panel, this tool provides flexibility to integrate behaviorally defined segments, demographic segments and client-defined segments. For more information on this report or comScore products, contact us. Introduction comScore, Inc. Proprietary. 3Penetration is highest in Australia, but China has the largest marketTotal digital population1 vs. travel sites audiences21. Total digital population = number of unique individuals age 18+ who visited a website or an app in February 2018.2. Travel sites audiences = number of unique individuals age 18+ who, in February 2018, visited a travel-related website or app.58%44%41%40%36%33%9%Travel sites audience as % of total digital populationData source: comScore MMX Multi-Platform, February 2018 181676707602614410731282758640 200 400 600AustraliaMalaysiaJapanIndonesiaChinaIndiaVietnamTotal digital population (million) Travel online audience (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-only Multi-platform Mobile-onlyConsumers in Asia are leapfrogging the traditional technology curve by accessing travel services and information through mobile devices rather than desktop. In countries such as India and Indonesia, the mobile-only segment, which consists of individuals who access travel information and services exclusively through mobile, is among the highest in the listed countries. How consumers access travel sites: an international comparisonChoice of platform: mobile-only vs. desktop-only vs. multi-platform reach (%)Data source: comScore MMX Multi-Platform, February 2018 comScore, Inc. Proprietary. 5Composition of the travel industrys online footprintSize of audience and reach of different categories of travel websitesReach % of total APAC* digital audienceSize of audienceUnique visitors (million)DescriptionCategoryAirlinesCar RentalGround transportation it is 4.0x higher on toys sites; it is 3.8x higher on weather information sites; and it is 3.3x higher on movies sites. % of audience % of timeData source: comScore Segment Metrix, February 2018 comScore, Inc. Proprietary. 10Additional researchGlobal Digital Future in FocusGlobal Mobile ReportMobiles Hierarchy of NeedsTop 10 Burning Issues in DigitalExploring furthercomScore helps marketers and media companies through every phase of the advertising life cycle, measuring consumers online behaviour across digital platforms. To find out more or to arrange a tailored presentation for your brand please contact us or visit comscore.