ASIA-PACIFIC & THE PHILIPPINES – MAY 28, 2011: Leading provider of digital media solutions Effective Measurement released its newest study on South East Asia’s travel consumers. According to the study, an 8.6% (32.5 million) increase on unique browsers were collected on travel websites in SEA in the month ending April this year.
In the Philippines, a sample of 17,372 were gathered having 46% male and 54% female. The highest age range recorded was in the 21-24 year-old bracket (15.1%).
The study also showed that the highest percentage of travel audience in the Philippines are from the health conscious sector (20%) followed by early adopters.
Emerging economies in SEA have shown great interest in travel sites. Highest activity was recorded on April 26, with 2.9 million unique browsers collected, while lowest activity was on April 15, with 1.5 million unique browsers collected.
SEA’s travel consumers are not interested in staying on a page for too long (under 2 minutes per page, 2.5 pages per session), so advertisers must fully understand the audience profile of sites to ensure that advertisements are relevant.
Mobile Internet is increasingly popular with travel consumers in SEA, with more than half in the month of April using mobile devices to access the Internet. This provides another channel for savvy vendors and advertisers to reach out and provide additional support or upsell features to the region’s travel audience.
