Another week, another major study into the search and shopping behaviour of millennials for their travels. The latest research comes from Yahoo Advertising which surveyed almost 1,500 travellers in the US to ask about their leisure travel, activities and the role on online travel content as an influencing factor on decision making. Among the findings include:
- Research behaviour - while most millennials research travel plans online using a desktop device, 75% also use a mobile.
- Mobile bookings - bookings take place on desktop devices, but half are booking travel on mobile devices.
- Product types - 78% of consumers research online travel content and/or activities before booking a trip, with the above activities the most popular types. It's destinations and activities which draw the most attention when it comes to digesting content online.
- Media types - 80% of millennials look at travel articles and photos online, while two-thirds are viewing video.
Via Tourism Australia