A Demographic Profile of Travel Web Site Visitors
2/28/2007

Visitors to travel Web sites tend to be older and more affluent than visitors to other Web site categories, according to Hitwise, an online competitive intelligence service. Individuals age 55 and up are more likely to be found visiting travel Web sites (20%) than visiting fashion sites (9%), appliances and electronics sites (10%) or shopping and classifieds sites (17%). But more of these silver surfers are likely to be found on flowers and gifts sites (21%). Similarly, individuals with annual household income below $30,000 are less likely to be found visiting travel Web sites (17%) than visiting shopping and classifieds sites (22%), appliance and electronics sites (19%) or fashion sites (18%). This topic and others will be given greater coverage in eMarketer's upcoming U.S. Online Travel report to be published in March.

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