As summer approaches, Diameter, a division of DoubleClick, today announced that @plan Advertising, a media intelligence tool, found that over 37 million Internet users purchased travel online according to @plan`s Summer 2001 Report. In addition, the @plan data found that vacation interests vary across different age groups such as generations Y and X, baby boomers and the mature generation.
According to the @plan data, when asked which types of Web sites, if any, the participants had visited for shopping or purchasing of vacation packages, 32% of 25-34 year-olds went online to purchase within the online travel category compared with for example, 55 year-olds (25%) and with 18-24 year-olds (20%). Notably, the @plan data also highlights that the more than 56 million online reward program members purchased or reserved travel online 54 percent more than the average Internet user.
``With the summer travel season beginning, our @plan data shows that there is a large online component to travel planning across all ages,`` said Doug Knopper, Vice President and General Manager for Diameter. ``Whether planning or purchasing, Internet users who travel are making the Internet an essential part of their summer vacation plans.``
Additionally, generations Y and X, baby boomers and the mature generation enjoy their vacations in different ways. According to the @plan data, when asked what type of vacations they had taken in the last two years, a surprising 13.3.% of matures stated that they favor casino gambling vacations compared to other age groups such as 35-44 year-olds, who prefer theme parks (25%), 18-24 year-olds who favor outfitter vacations (9.2%) and 25-34 year-olds who enjoyed all-inclusive resort vacations (7.5%).
``@plan shows us what travel specials consumers are looking for and what they purchase online,`` said Ralph Bartel, Chief Executive Officer of Travelzoo Inc. ``As a result, we are able to enhance the performance of advertising campaigns for travel companies.``
* Generation Y refers to 18-24 year-olds, generation X to 25-34 year-olds, baby boomers to 35-54 year-olds and the mature generation to 55+ year-olds
* Hotel and airline category reward programs have been covered
Diameter`s @plan Advertising is built from survey research with 40,000 active adult users of the Internet. Active adults users of the Internet were defined as those U.S. adults, age 18 and older, who have visited sites on the Web in the previous 30 days. The Summer 2001 field dates are taken from April 3, 2000 through March 30, 2001 data. The study measures all U.S. web usage, whether occurring at work, home, school or elsewhere. The research measures site usage, demographics, lifestyle characteristics and brand and product preferences for selected product categories. Currently over 550 clients use Diameter`s @plan Advertising including America Online, Microsoft, Ebay.com, and CNN Interactive. @plan uses The Gallup Organization, one of the premier marketing research organizations worldwide, to conduct all @plan survey research. Diameter`s @plan Advertising provides Internet advertisers and Web publishers access to rich data, which is updated quarterly, to effectively target online campaigns and understand consumer behavior online.