Hitting the Internet Before Hitting the Road


Just about any study of consumer Internet attitudes and behavior will show that before travelers hit the road, they jump online. Aggregated data in the eMarketer eStat Database indicates that researching and reserving travel has become one of the most popular online activities of Internet users everywhere. Although more consumers still research travel online and then make a purchase offline, the share of those completing the entire process using the Internet continues to climb. eMarketer estimates that 41.2 million people in the U.S. purchased travel online last year. Also good news is the fact that they are very satisfied customers. Among those people using the Internet to book travel, the level of satisfaction runs high, with 88% of respondents to a survey by TNS NFO and The Conference Board saying they are "extremely" or "somewhat" satisfied with the arrangements they make online. www.emarketer.com

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