2018亚太地区旅游调查

comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to SPOTLIGHT REPORT APAC Travel Report JULY 2018 comScore, Inc. Proprietary. 2 This report summarises the behavioural patterns of consumers who visit travel sites online in the APAC region. The goal is to help travel professionals understand their audience by answering questions such as: how frequently do consumers visit travel sites? How long do the visits last? Where do heavy users of travel services go online? In this report we limit the analysis to individuals with age 18 and above in the following countries: Australia, China, India, Indonesia, Japan, Malaysia and Vietnam. All data comes from the comScore audience measurement tools referenced below. comScore products MMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media entities, including their un-duplicated audience size, demographic composition, engagement, performance within key user segments and behavioural trends. All of these metrics can be compared across digital media platforms and can be used to understand incremental activity coming from each platform. Mobile Metrix captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives. Segment Metrix is a media strategy and planning tool that segments online audiences through a variety of segmentation schemes, including heavy, medium, and light (H/M/L) users, across categories or custom groupings. By leveraging the comScore panel, this tool provides flexibility to integrate behaviorally defined segments, demographic segments and client-defined segments. For more information on this report or comScore products, contact us. Introduction comScore, Inc. Proprietary. 3 Penetration is highest in Australia, but China has the largest market Total digital population1vs. travel sites audiences2 1.Total digital population = number of unique individuals age 18+ who visited a website or an app in February 2018. 2.Travel sites audiences = number of unique individuals age 18+ who, in February 2018, visited a travel-related website or app. 58% 44% 41% 40% 36% 33% 9% Travel sites audience as % of total digital population Data source: comScore MMX Multi-Platform, February 2018 18 16 76 70 760 261 44 10 7 31 28 275 86 4 0 200 400 600 Australia Malaysia Japan Indonesia China India Vietnam Total digital population (million)Travel online audience (million) comScore, Inc. Proprietary. 4 14% 14% 13% 25% 26% 12% 16% 30% 31% 26% 10% 6% 26% 18% 36% 37% 37% 33% 61% 76% 81% 49% 57% 52% 48% 34% 35% 0%20%40%60%80%100% China India Indonesia Malaysia Brazil US UK France Germany Desktop-onlyMulti-platformMobile-only Consumers in Asia are leapfrogging the traditional technology curve by accessing travel services and information through mobile devices rather than desktop. In countries such as India and Indonesia, the mobile-only segment, which consists of individuals who access travel information and services exclusively through mobile, is among the highest in the listed countries. How consumers access travel sites: an international comparison Choice of platform: mobile-only vs. desktop-only vs. multi-platform reach (%) Data source: comScore MMX Multi-Platform, February 2018 comScore, Inc. Proprietary. 5 Composition of the travel industrys online footprint Size of audience and reach of different categories of travel websites Reach % of total APAC* digital audience Size of audience Unique visitors (million) DescriptionCategory Airlines Car Rental Ground transportation it is 4.0 x higher on toys sites; it is 3.8x higher on weather information sites; and it is 3.3x higher on movies sites. % of audience% of time Data source: comScore Segment Metrix, February 2018 comScore, Inc. Proprietary. 10 Additional research Global Digital Future in Focus Global Mobile Report Mobiles Hierarchy of Needs Top 10 Burning Issues in Digital Exploring further comScore helps marketers and media c