Research Suggests Email Preferred over Facebook for Deals

March, 2011 research from daily deal site Eversave found that:

  • 75% of US Female Social Network Users like “Learning about promotions and deals from my favorite brands.

December, 2010 data from research firm ForeSee Results has a significantly different view of the power of social media sites as online shoppers’ preferred promotional channels for hearing about sales and promotions:

  • 65% Promotion Emails
  • 25% Postal Mail
  • 21% Retailer Website
  • 8% Social Media Websites (Facebook, Twitter, Youtube)
  • 5% Mobile Phone Text messages or alerts

According to Emarketer summary of ForeSee Results research: Read more

More Mobile Usage Trends for Travel

Kevin May from ITB Berlin reports on some research and trends:

  • Desktop and mobile show different peaks and booking patterns: highest on Fridays for mobile, highest on Mondays for desktops (mobile figures highest for “bedtime browsing”).
  • 10% of Google search for travel is now on a mobile – looking for maps (especially at weekends), Google Places, Streetview, Google Goggles.
  • 70% of mobile hotel bookings are for the same day, with the peak day on Friday.
  • tripled mobile booking during Q4 2010.
  • Almost 10% of TripAdvisor site traffic now on the mobile site.
  • Growth of mobile:
    • 40% will use mobile for destination information.
    • 39% outbound travelers own smart-phones
    • 30% will make changes to a booking during trip
    • 25% for electronic check-in
    • 30% for social networking during trip

Travelport polled over 600 corporate travel buyers, agents, hospitality and travel professionals around to world (although only 150 responded):

  • 80% would like to see mobile applications offering suggested restaurants and bars around the hotel location
  • 67% would like similar apps offering suggestions for recreational activities
  • 71% rank Wi-Fi as one of the most important technology solutions that should be included as standard in hotel rooms – 82% of travelers expecting this service to be in all rooms within five years

Rob Torres, Google’s managing director of advertising and marketing for the North American travel sector, reports on hospitality marketing that:

  • The number of searches in the travel category via a mobile device is up 1,200% this year
  • hotel searches on Google Maps have grown 3,000%
  • The number of mobile bookings in the travel space is accelerating: from $20 million in 2008 to $200 million this year, with over $80 million coming from the hotel category alone

Email Marketing Statistics and Research

Dan Zarrella, HubSpot’s Social Media Scientist, shares real research data that will improve your email marketing performance in his statistics webinar:   The Science of Email Marketing!

This webinar includes:

  • The best (and worst) times to send email
  • The best (and worst) words to use in subject lines
  • Real data about sending frequency
  • Actual proof about the importance of subscriber freshness

Here are some sample stats that are not industry specific:

  • Weekends get higher click through rates
  • Thursday is best (lowest) day for unsubscribes and Tuesday is the highest
  • Click through rate (CTR) is highest for emails sent between 6-7am and lowest for emails sent at 4pm.   The opposite is true:
    • Emails sent at 4pm have the lowest unsubscribe rate and the highest is at 6am.
    • 80.8% of people read email on their mobile phones
    • Your Click-Through-Rate is higher if you have more links in your email
    • More links also lower the unsubscribe rate
    • The unsubscribe link doesn’t stand out as much if it’s not the only link in the email!

Leisure Travel Statistics

The State of the American Traveler (July 2010) by Destination Analysts is a beautiful 4 page pdf full of stats about the mindset, travel plans, favorite activities and more for the leisure traveller

They devote an entire page to some interesting online marketing stats.  Here is an overview of some of teh most relevant.

  • 42.9% used user-generated content.
    • 27% used hotel reviews
    • 21.4% used destination reviews
    • 19.8% used restaurant or activity reviews
  • 26.2% used social media for travel planning.
    • 8.2% became a fan of a city or destination
    • 7.8% used social photo sharing website
  • 28% used a mobile phone/PDA to access travel info
  • 15% used a travel-related e-mail newsletter
  • 31.2% used a DMO website
  • 16.6% used online video

Here is a screen on respondents answers to the question “Which of the following did you specifically do using your mobile device” (select all that apply, asked only of those using mobile phones/PDA to access travel information)

TripAdvisor Releases Second Annual Vacation Rentals Survey Research

TripAdvisor Unlocks the Results of its Second Annual Vacation Rentals Survey Research

Survey Shows Increased Interest in Vacation Rentals, With 40 Percent of Travelers Researched Planning a Rental Stay in 2011

NEWTON, Mass., Jan. 5, 2011 /PRNewswire/ — TripAdvisor®, the world’s largest travel site*, today announced the results of its second annual vacation rentals survey of more than 1,400 U.S. travelers. Forty percent of respondents said they are planning a vacation rental stay in 2011, indicating that rental homes are poised for a busy year ahead. Thirty-three percent of travelers said they stayed in a vacation rental in 2010.

“With an increased interest in vacation rentals on TripAdvisor and a similar trend shown in our survey, it’s shaping up to be another strong year of growth for rentals,” said Hank Hudepohl, director of vacation rentals at TripAdvisor. “For travelers staying with larger groups in 2011, a vacation rental is a great option to consider for its home-like amenities and affordable pricing compared to hotels.”

Know Before You Go

When deciding between different rental properties, the key influences cited by respondents are:

  • Photos of the home (42 percent)
  • Traveler reviews (27 percent)
  • Cost of staying at the properties (13 percent)

Over the Internet and Through the Grapevine

Most travelers find out about vacation rental properties on the Web, both on vacation rental property websites (70 percent) and online travel websites (55 percent). In addition, 25 percent of respondents find out about particular homes by word of mouth from friends and family. Read more

2010 Social Media Stats, Reports, Data and Charts

View the slides from this social media webinar for dozens of statistical datapoints, charts and graphs about social media.

by Debra Aho Williamson of eMarketer
View more presentations from eMarketer.

Overview of Content:

Trend #1: By 2012, 88% of Marketers will use Social Media

  • Four in five companies will use social media tools in 2011; even more 2012
  • Changing consumer usage patters make social media a must:

o   Facebook is still growing

o   Worldwide Usage is rising.  Six out of 10 frequent internet users worldwide have a social network profile

o   Brand Interactions are increasing.  Coupons, deals and discounts are encouraging consumers to engage with marketers

  • There is still room for growth (Facebook, Linkedin and Twitter)
  • However, not every industry has adopted social media at the same rate—and some never will (Manufacturing, Government and Energy/utilities are late adopters)

Trend #2: Social Media gets its share of Marketing Dollars

  • More than 8 in 10 companies plan spending increases this year

Trend #3: Social Media will be integrated into Marketing Planning Read more

Vacation Rental Online Conversions in Online Travel Sites

According to Dennis Schaal at Tnooz’s Leisurelink Data Vacation Rental Lookers Converting to Bookers:

LeisureLink, which tracks queries for vacation rentals, timeshare resorts and boutique hotels from online travel agencies, including Travelocity, Orbitz and Expedia; the GDSs; and LeisureLink’s own released booking conversion trends:

The conversion rate in vacation lodging sales in December 2010 increased 31% over the prior month, November 2010, and 16% over December 2009.

Curious Facebook Usage Data

Thanks to Dan Zarrella from SEOMoz for sharing some unique Facebook data in his Scientific Proof Facebook is the Jersey Shore.

Visit his post for lots more details, but in a nutshell:

  1. Effect of Readability on Facebook Sharing… shows the relationship between the complexity of the article and the number of times it is shared on Facebook.
  2. Effect of Linguistic Content on Facebook Sharing shows that sex is the best sharing tool.  Leisure is pretty far down the list.
  3. Least Shareable Words shows words that are not popular on Facebook.
  4. Effects on parts of speech on Facebook sharing shows how flowery language affects sharing.
  5. Facebook Sharing Day of the Week shows that the Weekend is the time of activity.  Assuming evenings are also popular, you may want to adjust your Facebook strategies to schedule more interactions on weekends (and evenings?)

Bing, Google, Longtail and CTR Data

Elisabeth Osmeloski of Search Engine Land shares some interesting Hitwise data:

  • Bing and Yahoo:   81% of searches resulted in a visit to a website.
  • Google and Yahoo:   64.9% of searches resulted in a visit to a website.
  • Bing saw a 5 % drop in December 2010, Google saw a drop.  (Visit the article for full data on this breakdown.)

Longtail Queries were down a bit:

  • Shorter search queries — those averaging one to four words long — increased 1 percent from November 2010 to December 2010.
  • Two-word searches comprised the majority of searches, amounting to 24.26 percent of all queries.
  • Longer search queries — five to eight words — were down 4 percent from November 2010 to December 2010.