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May 26, 2006
In
its latest analysis of web statistics, Hitwise UK
has found that travel and cruises websites appeal to older, well-off segments
of the UK
population more than any other category of websites.
Hitwise
UK
says the travel and cruises category attracted a larger share of Internet
visits from those aged 55+ than any other category in the week ending 29th April 2006. More than
one third of visitors to the category were aged 55%, which is more than double
(+138%) the average for all categories of websites.
Travel
websites as a whole are also popular with these so called ‘silver surfers’,
with the travel parent category attracting one fifth more visits from the 55+
age group in the past four weeks than average. Travel and cruises websites
receiving the largest share of visits from this age group were Celebrity Shore
Excursions, Celebrity Cruises UK, and Cumbria Cruise Club, while travel
websites receiving the largest share of visits from this age group were The
Caravan Club, AirMiles UK,
P&O Ferries, Monarch Airlines, and Holiday Autos – UK.
“Travel
websites generally receive a one-fifth larger share of visits from UK internet
users aged 55+ than average and every Travel sub-category attracts a larger
share of visits from the 55+ age group,” said Heather Hopkins, Director of
Research for Hitwise UK. “Travel is one of the more established e-commerce
categories and has proven popular with silver surfers who are both cash rich
and time rich. Travel websites seeking to target this audience should ensure
their websites are well designed for researching holidays and destinations, as
well as for booking. Also, by understanding a site’s audience online, online
marketers can more effectively target campaigns and promotions.”
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