The digital audience in Canada may be smaller than that in the UK and U.S., but Canadian consumers are highly engaged. Collectively, they spend 148 billion minutes per month interacting with digital content, and 70% are consuming digital travel content.
Our new research, conducted by comScore, analyzes the path to purchase of American, British and Canadian travelers and shows when, where and how consumers in each country book a trip. While the three traveler profiles share many similarities, there are defined trends we can see within the Canadian market.
First things first, how are they consuming content?
Who are they traveling with?
How do they choose where to go?
Where do they travel to?
You might be asking yourself, where does advertising fit in?
Canadian travelers spend 806 million minutes on digital travel content, representing an 18% increase year-over-year. Not only are they tuned into digital content, they are paying attention to advertising; 64% of travel bookers recalled seeing a travel advertisement while shopping for or booking travel, which is the highest across all three regions.
Advertising not only aids awareness, it also influences purchase decisions. For 38% of Canadian online travel bookers, advertising was influential when considering multiple destinations for a trip. Given that more than half of Canadian travelers begin their research with more than one location in mind, this represents significant opportunity for travel marketers to influence consumers’ decisions.
For more findings and tips on how to integrate these findings into your marketing, download the whitepaper here.
Download the full Path to Purchase research here.