PanelsPress Releases
Observatory on Italian online travel market
50% of Italian Internet Users use the web to book tickets
Livra Panels, a company specialized in online market research, announces the findings about their brand awareness study on the Italian online travel market.
The survey was built with the objective of measuring the brand awareness of the main players within Italian Internet users and other patterns concerning the online travel industry. The research was carried out amongst 600 adults during November 2005.
"We have been running the online travel brand awareness study on a quarterly basis and the results are very interesting. Not only we provide valuable information for the industry about Internet users' travel buying habits but we also prove that online research is a very fast and reliable methodology to gather consumer insight", said Joana Lacerda, Livra Panel's Head of Research for Europe.
The main results of the survey are outlined below.
The studied population shows clear tendency towards buying tickets online, since 50% have already had some experience using this type of services in Internet and 40% are planning to do so.
Although all age segments show sympathy towards this type of sites and an increase of consumers can be observed in all of them, the habit of using the Internet for this end increases the most among people in the younger age segments (20 - 24 years old). As expected, the presence of non-users increases among the older age segments and decreases among the younger ones.
The presence of online travel sites in the mind of the panellists is diverse. Among the most frequent spontaneously mentioned sites, lastminute.com is the website with more presence among the studied population. lastminute.com is spontaneously chosen by almost 30% of the studied population. In decreasing order, Expedia (15.1%) and Edreams (14.2%) have a similar position, followed by Ryanair (8.7%).
If guided, lastminute.com is also the most popular site, with 84.5% of contestants knowing of it. The most well-known site after lastminute.com is Alitalia (71%), which was barely mentioned spontaneously. In third place Ryanair was named (57.4%) and Expedia (55.3%) in fourth place.
Although lastminute.com was the site with most presence in the minds of actual and potential consumers, Ryanair is the website (23,2%) through which most users bought their last trip. lastminute.com appears in second place, almost 9 points below (14,4 %). In third place Alitalia (12,4%) was mentioned and in fourth place, Expedia (11,1%).
Finally, there is a high tendency to repeat the chosen website in future opportunities. In all, 98% show probable intentions of going back to the same website they used last time (46.7% confirmed they would go back to the same site and 51.3% said they would probably do so).
Joana also mentioned that "Online users are willing to give their honest opinion about products and services and we are very glad to be able to give them that opportunity."
About Livra
Livra Panels is a leading provider of online research services in Latin America,
serving many of the world's leading market research agencies and global Fast Moving
Consumer Goods Companies (FMCG). Livra also operates proprietary comparison-shopping
websites for Argentina, Mexico, Brazil, Portugal and Spain. Livra, which was founded
in 1999, has offices in Argentina, Mexico, UK and Portugal.
Company Contact
Joana Lacerda
Livra Panels
t -: +351 917082861
joana@livra.com