Travel sites now attract more than one-third of India’s Internet population
Published: 03 Jun 2010
Travel sites now attract more than one-third of India’s total Internet population, as more consumers are turning to the web to fulfill their travel planning and booking needs, according to a report released by comScore.
The report found that traffic to the travel category grew to more than 14 million visitors in April, an increase of 50 percent from the previous year.
India ranked second among all countries, behind only the UK, in terms of the average time spent per visitor in the category.
Will Hodgman, comScore executive vice president for the Asia-Pacific region, said that in the current economic climate, consumers are being more cost-conscious when making travel arrangements.
“With half of all visitors to the category frequenting two or more travel sites during the month, it’s clear that consumers are taking the time to diligently compare prices prior to completing their transactions. In this competitive environment, online travel agents and suppliers face the challenge of building and maintaining consumer loyalty,” Hodgman said.
Visits
Approximately 14 million people, age 15 and older, visited travel sites in India from a home or work location in April, representing 37 percent of the total online population and an increase of 50 percent from the previous year.
With rail transit one of the most prevalent means of travelling through the country, Indian Railways ranked as the most-visited travel site with 7.7 million visitors, up 46 percent versus year ago.
OTA MakeMyTrip ranked second with 2.4 million visitors (up 39 percent) followed by Yatra Online with 1.9 million visitors (up 60 percent).
Several sites experienced triple-digit growth including Travelocity (up 134 percent to 812,000 visitors), IndiaRailInfo.com (up 340 percent to 647,000 visitors) and eRail.in (up 160 percent to 464,000 visitors).
Engagement
Internet users averaged 38.4 minutes per visitor on travel sites during April and consumed 58 pages of content while visiting the category an average of 4 times throughout the month.
“Indians are clearly very careful and deliberate online shoppers when it comes to planning their travel,” added Hodgman. “While this is an admirable trait among consumers, it demonstrates the importance of travel sites offering a very user-friendly service that is competitive on price. This will be the way to engender long term loyalty among this new wave of online travel bookers in the Indian market.”
Visitors displayed especially strong engagement with top rail sites including Indian Railways, where visitors averaged 33 minutes, consumed 50 pages and visited nearly 4 times during the month, IndiaRailInfo.com (34 minutes, 66 pages, 2 visits) and eRail.in (28 minutes, 38 pages and nearly 4 visits).
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