European Social Network Users Mix Business and Pleasure
Author: Cathy Schetzina
Published: October 27, 2011
While over half of European travelers are now using social networks, their "likes" differ considerably. Fifty-six percent of French, 58% of German and 69% of U.K. travelers participate in social networks, but the where and why of use varies among markets, according to PhoCusWright's European Consumer Travel Report Second Edition.
A substantial portion of German travelers prefer to keep their social networking work related, as evidenced by the popularity of Xing, a German social network for professionals similar to LinkedIn. And although travelers in the U.K. and France may be more focused on socializing, their usage habits differ considerably.
While U.K. and German travelers are likely to share updates on their travel experiences, French travelers are keener to consume content, such as destination advice. Notably, French interest in content applies to both user-generated and company information, making France the best market of the three for experimenting with social network promotions.
PhoCusWright's European Consumer Travel Report Second Edition examines traveler attitudes and behavior in three major European markets: France, Germany and the U.K. By providing analysis of both concrete behavior – including channel and segment usage, trip frequency and spend – as well as softer elements, such as intentions, influences and attitudes, the report paints an in-depth, comprehensive picture of consumers in each of these markets. In addition to taking stock of the current state of consumer travel, this report provides critical insight into traveler behavior in 2011 by positioning consumer trends within the context of larger trends in the industry. Highlights of the report include:
- Examination of general traveler behavior, including trip frequency and duration, travel party composition, travel spend and intentions for the upcoming year
- Summary of air travel and lodging trends, along with analysis of other travel components including car rental and rail travel
- Analysis of consumers' approach to the travel planning process – destination selection, shopping and purchasing – as well as how they share their experiences after traveling
- Detailed review of online and offline channel usage, including the information sources consumers use to select their leisure travel products
- Examination of booking trends, and the factors that influence consumers to choose one method over another
- Overview of how consumers use their mobile phones, along with the travel-related phone activities that are beginning to gain traction
- Analysis of traveler habits for sharing travel experiences, including social network usage and activities
A corresponding webinar recording (October 19, 2011) is also available – $199.