NEWS YOU CAN USE — TECHNOLOGY NEWS
TECHNOLOGY NEWS YOU CAN USE
Google unveils 2014 report into consumer behaviour FindandBook to offer all major GDSs after
Lee Hayhurst
Google has launched the 2014 version of its free consumer barometer, offering insight into the behaviour of UK users in various sectors including flights and hotels. The Consumer Barometer 2014
also features data on device ownership and usage, customer research behaviour and the influence of video. Now in its fourth year, the
barometer offers in-depth insight for digital marketers for 46 countries. Other sectors profiled include clothing and footwear, home appliances, cosmetics and groceries. Google said new sectors would be added in the future. Peter Cory, agency sales director at Google, said: “People now use digital media for a huge array of purposes but it isn’t always easy to tell what channels and activities are the most effective, particularly if you are dealing with multiple markets and products. “Our latest Consumer Barometer
captures a vast array of new consumer research and enables anyone to easily explore how consumers are behaving in this brave new digital world.”
Google’s Consumer Barometer covers 46 countries
Chris Binns, managing partner and joint head of planning at digital agency Mediacom, said: “Being able to unpick the relationship between consumers’
Key UK findings
• Among leisure travellers, only a fifth of flight and a third of hotel bookers become aware of the product or offer online. But 84% purchase flights and 79% buy hotel rooms online.
• For flights, the most common number of brands considered
before making a purchase is two (cited by 31%). For hotels, however, people tend to consider more, with 22% citing three and 15% at least five.
•Web users in the UK are the most likely in Europe to have
• People are increasingly using smartphones for research,
researched their last purchase online only: 28% compared with 18% across Europe.
particularly the young. More than a third (38%) of under-24s researching purchases online in the UK use smartphones, compared with 21% across all age groups.
online and offline behaviour, and compare insights across countries and categories, is becoming increasingly important to planners.”
consumerbarometer.com/en
signing up Travelport
Multicom is to feature all the major global distribution system providers by the end of the year following the introduction of Travelport’s global licence to the firm’s FindandBook travel agent software platform. Meanwhile, an exclusive deal with Gold Medal has led to the integration of the operator’s API into FindandBook.
Multicom managing director John Howell said: “We are delighted to announce these key enhancements to FindandBook, with more good news on the way later this year. “It is a system designed for the
fast-moving travel market. The packaging system produces real- time dynamic packaging, while also merging in traditional retail and virtual tour operating.”
John Howell: ‘More good news on the way’
24 •
travelweekly.co.uk — 30 October 2014
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