Comscore Whitepaper - May 8, 2018

EU Travel Report

Alex Gevers

Insights Director
Comscore

Across EU5 countries, fifty-one desktop sites had audiences of more than one million unique visitors in January 2018, compared with twelve mobile apps, highlighting the difficulty to reach mass-market appeal with apps.

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In this report, we examine online trends and behavioural patterns impacting the travel sector, using multi-platform data from five European countries: France, Germany, Italy, Spain, and the UK.

Some of the insights included in this report are:

In January 2018 travel spending on desktop computers averaged 350 to 460 euros per buyer, depending on the country.
Compared with desktop, fewer mobile apps have reached mass-market appeal, as defined by audiences with more than one million unique visitors: twelve mobile apps reached that threshold, while fifty-one desktop sites did so.
Some site categories perform better in terms of attracting heavy travel site users than others. For example, in the UK and in Germany weather information sites are 2.7 and 2.4 times, respectively, more likely to attract heavy travel site users.

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