Digital behaviour and attitudes. across 6 markets. Travel/ holiday. Digital behaviour and attitudes

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1 across 6 markets Travel/ holiday

2 Contents 1 Summary 3 2 General information 7 3 Device ownership (a closer look at smartphone and tablets) 4 Media usage 15 5 Digital attitudes The consumer journey in the travel/ holiday category 40 2

3 1 Findings and recommendations

4 Media usage Key findings: The target segment does not stand out from the total population with respect to general use of the Internet for leisure purposes. Norway, Sweden and Denmark is standing out as significantly more online than the remaining markets. Germany is ranged as no. 4, closely followed by the Netherlands and UK. The target segment makes less use of social media sites like Facebook and Twitter. Weekly usage frequencies for YouTube and E-bay is also clear below population total. The target segment is spending significantly more time reading newspapers than the general Internet population. This applies to all 6 markets. The target segment uses the Internet to a much lower degree for networking. Across a range of many general internet activities, the target segment is generally less active than the total population. Recommendations: Do not underestimate the impact of traditional media like newspapers. Any online campaign targeting Innovation Norway s segment across these markets should integrate traditional media in the mix. Online campaigns alone cannot expect to achieve comparable results. 4

5 Digital attitudes Key findings: The majority of the target segment belongs to the functional attitudinal/ behavioural segment, secondly to the Networker-segment. Influencers, who hold the key for creating viral effects, are in short supply inn all markets. User created content is in general considered to be less trustworthy and important. Social networks are by many considered as a place where people don t want to be bothered by companies or organizations. There is consensus across the 6 markets in these issues. The rationale for joining a brand in social media top 2 reasons: to benefit from a promotion/ special offer and to support a cause. The target segment is to a lesser degree motivated by brand passion and positioning/ showing off for other people. There is a great deal of variance between the markets regarding these issues. The Brits clearly stand out as more motivated by competitions (for joining a group in social media) than others. In Denmark, Norway and Germany, the target segment is significantly less motivated by this mechanism. Social Networkers in the UK believe to a higher degree their comments to have an impact on companies, especially Social Networkers in the target segment. This also applies to Social Networkers in the target segment in the Netherlands. Social Networkers in these countries also to a stronger degree expect companies to respond to the comments they post about them online. Recommendations: The engine of viral campaigns, information sharing, will most certainly come to a halt when reaching Innovation Norway s segment. But, this does not necessarily imply that viral campaigns do not have any effect. The key for getting through to members of the target segment virally can be their (often) younger, more active friends, who presumably is more responsive to this marketing tool. Competitions in social media should only be considered in UK. 5

6 Consumer journey to holiday/ travel Key findings: The target group is generally less active than the population in posting comments/ reviews online. But, frequencies for reading comments/ reviews in the holiday/ travel category is significantly higher than for the total population. Review sites are the preferred source for user created content on holiday/ travel, but website/ blogs/ forums provided by brands/ companies and also retailer/ online shopping sites are important. The most important reasons for writing about holiday/ travel is to offer advice, praise a brand, and share experiences with a community of common interest. The positive impact of facilitating travel commentaries far exceeds potential negative effects on the brand in question. Review sites are especially popular in UK, The Netherlands, and Germany. Websites, blogs, forums provided by the brand/company are especially popular in Denmark, Sweden and The Netherlands. Retailer/online shopping sites are especially popular in UK, Denmark and Norway. Inside the holiday/ travel category, the consumer journey most commonly ends online (buying/ reserving tickets). The target segment does not diverge from this pattern. Offline purchase is more common in Germany and UK, compared to the other markets. Online research is predominant in the holiday/ travelcategory, especially in the target segment. There are no important differences between the markets in this question. Recommendations from friends (offline), price comparison sites, and expert reviews are considered the most important sources amongst earned media channels, and overall. Service provider websites is preferred over other owned media sources. Service provider websites are equally important to review sites in the target group. Recommendations: Be present in review sites, especially in UK, The Netherlands, and Germany, to benefit from the higher trust in these online sources. Enable users to comment on brand and retailer sites, to comply with the target segments higher sense of consumer power, and by so benefiting from the positive marketing effects and higher credibility from testimonials. 6

7 2 General information

8 About this report TNS Gallup Norway has conducted an analysis of digital attitudes and behaviours online in Innovation Norway s 6 key markets: Norway, Sweden, Denmark, Germany, The Netherlands, and United kingdom. The main purpose of the analysis has been to identify and investigate possible behavioural and attitudinal characteristics describing Innovation Norway s target segment**, both within and between markets. The objective has been to identify both signs of equalities and differences which are relevant for strategic marketing decisions across the 6 markets. The analysis is based on empirical data from TNS Digital Life study from 2011.* Definition of Innovation Norway s target segment used in this report (operationalized**): Travel: Have made purchases in the travel/ holiday category (offline or online) last 3 years Age: 40 + Education: Completed Pre-University, University or Completed Postgraduate (and/or) Income level (relevant to local income bands): medium or high Geographical/ regional delimitations: Norway, Sweden, Denmark and The Netherlands: all regions. Germany: Bremen, Hamburg, Hessen, Niedersachsen, Nordrhein-Westfalen and Schleswig-Holstein UK: North East, East of England, London, South East and Scotland The target segment makes up approx. 30% of the total Internet population in the Scandinavian markets, and ranges from 14 to 16% in the remaining markets. Please turn to the next page for a detailed overview of the sample. Each of the 6 samples has been weighted to reproduce each of the market population s distribution on general demographic data (sex, age, and geography). The results can be treated as representative for each separate market with regards to these variables. * For more information on TNS Digital Life please turn to the last page in this chapter. ** The operationalized definition is based on available data and variables collected in the TNS Digital Life study. 8

9 About this report Table: completed interviews, target sample and total sample. UK (selected Germany (selected regions) regions) Denmark Norway Sweden Netherlands Target Segment sample Total sample Target segment in % of total Internet population 19% 30% 29% 29% 17% 14% Internet population Oct. 2011* 82% 86% 94% 92% 88% 80% * Source: Internetworldstats 9

10 About this report The main objective with this report has been to identify and investigate differences and equalities between the 6 markets, but the report is also dealing with differences within each market, when findings are significant and can be generalized. The report also includes 6 appendixes, one for each market, containing detailed information for readers that wants to explore each market more in depth. For further information regarding this report, please contact: Heidi Tveit Eilertsen at Innovation Norway: Thomas Karterud at Gallup Norway: 10

11 About TNS Digital Life TNS Digital Life is a comprehensive global study of human behaviors and attitudes online. The study is based on interviews with over 72,000 people in 60 countries. Fieldwork for 2011 was conducted in July and August 2011 (across all markets). The TNS Digital Life study is designed to provide recommendations on how to use digital channels to grow business through a precise understanding of human behaviors and attitudes online. Digital Life s size, scale and detail make it the most comprehensive view of consumer attitudes and behaviour online, on a global and local level. Across countries and product categories, Digital Life pinpoints the range of growth opportunities available in the online world. Digital Life applies TNS s long-established expertise and deep consumer understanding to develop insights and address the key questions that inform marketing investment: How can I use digital channels to help grow my business? Who can I reach through digital platforms? How do I build my brand through engagement with new and existing consumers online? How do I identify and cultivate brand advocates online? How do I target potential customers online? For more information on TNS Digital Life, please visit: 11

12 3 Device ownership (a closer look at smartphone and tablets)

13 Smartphones: Sweden and Norway in the lead, Germany following last, with the target segment slightly behind population total. The Netherlands: target segment is slightly ahead. Ownership of technology products Status for Smartphones Q Base: Total UK Denmark Norway Sweden 51% 55% 56% 60% 63% 66% 69% 68% Netherlands 51% 58% 43% Germany Target Segment Total 48% G8: Thinking about technology products you may own, please indicate if you own or have in your household any of these products. %- Yes, I own or have this my household Target Segment sample Total sample

14 Tablets: The target segment of Sweden and Norway are in the lead, the target segment in Germany is behind. Ownership of technology products Status for Tablets Q Base: Total UK Denmark Norway 13% 14% 15% 12% 21% 19% Sweden 14% 20% Netherlands 16% 14% 7% Germany Target Segment Total 12% G8: Thinking about technology products you may own, please indicate if you own or have in your household any of these products. %- Yes, I own or have this my household Target Segment sample Total sample

15 4 Media usage

16 Across all 6 markets: Daily use of TV and Internet (online) is comparable (Q3 2011). General media usage frequency Daily use (averages across 6 markets) Base: Total Online leisure 72% 77% Online work 40% 48% TV 69% 63% Radio 46% 56% Newspapers 32% 48% Magazines 8% 8% Target Segment average for 6 Markets Total average for 6 Markets M1. Thinking about the different forms of media you have just seen, how often do you do each of the following? Target Segment sample Total sample

17 The target segment is spending significantly more time reading newspapers than the general Internet population. This applies to all 6 markets. General media usage frequency Daily use : Newspapers - all respondents Base: Total UK 24% 38% Denmark 28% 45% Norway Sweden 42% 44% 60% 62% Netherlands 22% 36% Germany 31% 48% Target Segment Total M1. Thinking about the different forms of media you have just seen, how often do you do each of the following? Target Segment sample Total sample

18 The target segments frequency for using the Internet at work is significantly above population average inn most markets, and especially in Scandinavia. General media usage frequency Daily use : Online work Base: Total UK 33% 39% Denmark Norway Sweden 50% 48% 48% 58% 61% 59% Netherlands 25% 33% Germany 38% 34% UKTarget Segment UKTotal M1. Thinking about the different forms of media you have just seen, how often do you do each of the following? Target Segment sample Total sample

19 Daily radio listening frequencies are significantly above population average in the target segment of most countries, with a possible exception for The Netherlands. General media usage frequency Daily use : Radio Base: Total UK 40% 50% Denmark 57% 70% Norway 51% 66% Sweden Netherlands 40% 40% 36% 51% Germany 52% 60% UKTarget Segment UKTotal M1. Thinking about the different forms of media you have just seen, how often do you do each of the following? Target Segment sample Total sample

20 Across all 6 markets most the population have more than 5 years of online experience. The target segment does not differ from the general population with respect to this. Length of usage (internet) 97% 97% 97% 91% 91% 96% 100% 98% 93% 96% 93% 93% Base: Total Target Segment Total How long have you used the Internet?. Target Segment sample Total sample

21 The target segment does not stand out from the total population with respect to general use of the Internet for leisure purposes. Scandinavia is standing out as significantly more online than the remaining markets. Leisure Internet usage frequency Several times a day Base: Total 77% 79% 77% 78% 69% 73% Target Segment Total 51% 52% 46% 42% 42% 42% S8: In general, how often do you personally access the internet (for any purpose) from any location including mobile? Target Segment sample Total sample

22 The target segment uses the Internet to a much lower degree for networking. Internet usage purposes (averages across 6 markets) Base: Total Networking & Connecting 46% 62% Planning & Organising 45% 43% Shopping 16% 16% Pre-purchase & Browsing 30% 30% Target Segment Average for 6 markets Total average for 6 markets Section B: We d now like to understand more about what you do online and the types of activities you use the internet for. Target Segment sample Total sample

23 Lower use for networking purposes applies for all markets, but the German target segment is standing out as the least experienced with regard to this. Internet usage purposes Networking (frequent) Base: Total UK 43% 60% Denmark Norway Sweden 54% 53% 54% 67% 70% 68% Netherlands 47% 56% Germany 26% 53% Target Segment Total Section B: We d now like to understand more about what you do online and the types of activities you use the internet for. Target Segment sample Total sample

24 Across a range of many general internet activities, the target segment is generally less active than the general population. Online Activity Frequency Selected weekly activities (across 6 markets) Base: Total Upload photos to social network/photo sharing site 6% 13% Write personal message/status update on social network 30% 43% Comment/Respond to others on Social Network 29% 46% Rate or Like something, whether that s a comment, photo, person, or brand 23% 38% Forward/share a link 20% 27% Find a local service (restaurants, plumbers, or anything else I may need) 21% 25% Download an App 11% 17% Watch video created by other internet users 10% 21% Target segment average for 6 markets Total average for 6 countries B12: Please think now about the many different tasks and activities that you can do online. How frequently do you typically do each of these internet activities?. %- Weekly use Target Segment sample Total sample

25 The target segment makes less use of social media sites like Facebook and Twitter. Weekly usage frequencies for Youtube and E-bay is also clear below population total. Frequency of websites weekly use (averages across 6 markets) Base: Total Facebook Twitter Google (search engine) Google (other services) Bing (search engine) MSN/Hotmail/Windows Live Yahoo You-tube Ebay 7% 13% 9% 9% 19% 17% 16% 20% 29% 32% 43% 43% 47% 59% 58% 60% 94% 93% Target Segment Average for 6 markets Total average for 6 markets B6: Thinking now about some particular websites, how frequently do you access the following websites or services (such as , or social networking)? %- Weekly Target Segment sample Total sample

26 Facebook: Comparable levels in Scandinavia + UK. The target segment in Germany shows significantly less use of this channel. Frequency of Facebook weekly use pr. Q (across 6 markets) Base: Total UK 44% 64% Denmark 49% 65% Norway 52% 71% Sweden 49% 64% Netherlands 35% 41% Germany 27% 48% Target Segment Total B6: Thinking now about some particular websites, how frequently do you access the following websites or services (such as , or social networking)? %- Weekly Target Segment sample Total sample

27 5 Digital attitudes

28 The Digital lifestyles INFLUENCERS The internet is an integral part of my life. I m young and a big mobile internet user and generally access everywhere, all of the time. I m a blogger, and a passionate social networker. I m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice. COMMUNICATORS I just love talking and expressing myself, whether that s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just ing people. I really want to express myself in the online world in the way that I can t in the offline one. I tend to be a smart phone user and I m connecting online from my mobile, at home, at work or at college. KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I m very interested in the latest thing. NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn t have time to otherwise. I prefer to use the Internet from my home, and is very open to talking to brands and looking for promotions. That said I m not really the kind of person to voice my opinions online. ASPIRERS I m looking to create a personal space online. I m very new to the Internet and I m accessing via mobile and internet cafes but mostly from home. I m not doing a great deal at the moment online but I m desperate to do more of everything, especially from a mobile device. FUNCTIONALS The internet is a functional tool, I don t want to express myself online. I like ing, checking the news, sport & weather but also online shopping. I m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time. 28

29 The majority of the target segment belongs to the functional attitudinal/ behavioural segment, secondly to the Networker-segment. Influencers, who hold the key for creating viral effects, are in short supply inn all markets. Meta-Segments (averages across 6 markets) Base: Total 59% 39% Target segment average for 6 markets Total average for 6 markets 26% 22% 12% 13% 3% 4% 7% 6% 6% 3% Functionals Aspirers Knowledge-seekers Communicators Influencers Networkers Target Segment sample Total sample

30 Norway is standing out with the highest proportion of Functionals in the target segment. Meta-Segments - Functionals (across 6 markets) Base: Total 72% 62% 53% 56% 56% 56% 44% 34% 41% 35% 41% 38% Target Segment Total Target Segment sample Total sample

31 The absence of influencers in the target segment (key to make digital marketing go viral) is reality across all 6 markets. Meta-Segments - Influencers (across 6 markets) Base: Total 21% 15% 12% 10% 9% 11% Target Segment Total 6% 4% 4% 4% 2% 2% Target Segment sample Total sample

32 Social networks are by many considered a place where people don t want to be bothered by companies or organizations. There is consensus across the 6 markets in these issues. Attitudes to Social Network sites (averages across 6 markets) Are a more modern way to keep up-to-date with political, social or current affairs than other media 9% 13% Base: Social Networkers & Micro Bloggers Have information on political affairs that cannot be trusted Are a good way to have your say on political issues 18% 16% 9% 11% Are a place where I don t want to be bothered by companies or organizations 32% 33% Are a good place to learn more about products and brands Are the most efficient way to find out about breaking news or headlines 8% 10% 9% 13% Target segment average for 6 markets Total average for 6 markets B18: Social networks can include social networking websites, video sharing websites, blogs and other sites where people can share their thoughts, opinions, videos, pictures. Thinking now about your use of social network websites, please tell us how far you agree with the following statements on a scale of 1 to 7, where 7 is completely agree and 1 is completely disagree. To what extent do you think that social network websites... %- 6 and 7 completely agree - Top 2 boxes Target Segment sample Total sample

33 The rationale for joining a brand in social media top 2 reasons: to benefit from a promotion/ special offer and to support a cause. The target segment is to a lesser degree motivated by brand passion and positioning/ showing off for other people. Reasons to join a group/community (averages across 6 markets) To get more information about the brand s products or servic 35% 39% Base: Social Networkers & Micro Bloggers To benefit from a promotion or a special offer 45% 49% To connect with a brand I am passionate about 26% 34% To support a charity, organization or cause 46% 47% To participate in competitions and win prizes 33% 40% To show to other people in my social network that a brand i 24% 34% Target segment average for 6 markets Total average for 6 markets 13a: What are or would be reasons for you to join a brand s group or community, or indicate that you like them on a social network? Target Segment sample Total sample

34 The Danes are generally less motivated by promotions or special offers than others, whereas people in the UK to a higher degree are motivated by these mechanisms (price). Reasons to join a group/community - To benefit from a promotion or a special offer UK Base: Social Networkers & Micro Bloggers 67% 62% Denmark 32% 37% Norway Sweden 42% 45% 47% 53% Netherlands 43% 54% Germany 38% 44% Target Segment Total 13a: What are or would be reasons for you to join a brand s group or community, or indicate that you like them on a social network? Target Segment sample Total sample

35 The Brits clearly stand out as more motivated by competitions (for joining a group in SN) than others. In Denmark, Norway and Germany, the target segment is significantly less motivated by this mechanism. Reasons to join a group/community - To participate in competitions and win prizes Base: Social Networkers & Micro Bloggers UK 51% 53% Denmark 32% 43% Norway Sweden 27% 39% 33% 38% Netherlands Germany 23% 31% 32% 37% Target Segment Total 13a: What are or would be reasons for you to join a brand s group or community, or indicate that you like them on a social network? Target Segment sample Total sample

36 Showing their brand linkage to other people in social media is generally a less important motivator for the target segment. Reasons to join a group/community - To show to other people in my social network Base: Social Networkers & Micro Bloggers UK Denmark Norway 27% 33% 27% 31% 41% 40% Sweden Netherlands 19% 30% 36% 28% Germany 12% 27% Target Segment Total 13a: What are or would be reasons for you to join a brand s group or community, or indicate that you like them on a social network? Target Segment sample Total sample

37 Social Networkers in the UK believe to a higher degree their comments to have an impact on companies, especially Social Networkers in the target segment. This also applies to Social Networkers in the target group in the Netherlands. Attitudes to comments/reviews - Posting comments online is an effective way to influence companies Base: All writers, all categories UK 30% 42% Denmark 17% 18% Norway 22% 24% Sweden 18% 19% Netherlands 25% 33% Germany 28% 30% Target Segment Total I8a: And thinking about these comments, reviews and discussions, please tell us how far you agree with the following statements on a scale of 1 to 7 where 1 is Completely disagree and 7 is Completely agree %- 6 and 7 completely agree - Top 2 boxes Target Segment sample Total sample

38 Social Networkers in the target segment in UK and in the Netherlands, also to a stronger degree expects companies to respond to the comments they post about them online. Attitudes to comments/reviews - I expect companies to contact me if I write something about them Base: All writers, all categories UK 21% 30% Denmark 9% 10% Norway 5% 7% Sweden 6% 9% Netherlands 12% 25% Germany 9% 14% Target Segment Total I8a: And thinking about these comments, reviews and discussions, please tell us how far you agree with the following statements on a scale of 1 to 7 where 1 is Completely disagree and 7 is Completely agree %- 6 and 7 completely agree - Top 2 boxes Target Segment sample Total sample

39 The target segment is considering user created content (in general) to be less trustworthy and important. They tend to trust what companies say about their products to greater degree than others. Attitudes to comments/reviews Base: All readers all categories I trust the comments that my friends write about products/brands online 13% 16% I trust the comments that people I don t know write about products/brands online 4% 6% What other people write about products/brands can be trusted more than what companies say about their products Reading comments by other people helps me make quick and easy decisions about products or brands I often change my mind about brands/products based on what other people write about them online Even a single negative review can have an impact on how I feel about a brand 17% 23% 16% 20% 6% 11% 8% 11% Target segment average for 6 markets Total average for 6 markets I11. And thinking about these comments, reviews and discussions, please tell us how far you agree with the following statements on a scale of 1 to 7 where 1 is Completely disagree and 7 is Completely agree %- 6 and 7 completely agree - Top 2 boxes Target Segment sample Total sample

40 6 The consumer journey in the travel/ holiday category

41 The target group is generally less active than the population total in posting comments/ reviews online. But, frequencies for reading comments/ reviews in the holiday/ travel category is significantly higher than for the total population. Posting and reading comments - (averages across 6 markets) Base: Total (I5) Comment Writers - All Categories 21% 26% (I5) Comment Writers - Holiday/travel (e.g., airfares, accommodation) 9% 8% (I5) Comment Readers - All Categories 62% 65% (I5) Comment Readers - Holiday/travel (e.g., airfares, accommodation) 30% 41% Target segment average for 6 markets Total average for 6 markets I5. Some people write comments, reviews, rate or discuss brands, products or services online. For each of the following categories, have you ever: (1) Written comments, reviews, rated or discussed brands, products or services ONLINE in the following categories in the past 12 months? (2) Read or looked at other people s comments, reviews, ratings or discussions about brands, products or services ONLINE in the following categories in the past 12 months? Target Segment sample Total sample

42 Reading frequencies for user created content in the travel/ holiday category is significantly higher in the target segment across all markets, and especially much higher in UK, The Netherlands, and Germany. (I5) Comment Readers - Holiday/travel (e.g., airfares, accommodation) Base: Total UK 25% 39% Denmark Norway 35% 30% 40% 47% Sweden 31% 39% Netherlands 22% 42% Germany 29% 46% Target Segment Total I5. Some people write comments, reviews, rate or discuss brands, products or services online. For each of the following categories, have you ever: (1) Written comments, reviews, rated or discussed brands, products or services ONLINE in the following categories in the past 12 months? (2) Read or looked at other people s comments, reviews, ratings or discussions about brands, products or services ONLINE in the following categories in the past 12 months? Target Segment sample Total sample

43 Posting/ commenting 43

44 Comments on holiday/ travel are mainly posted on review sites, sites provided by brands/ companies. The target segment is to a lesser degree posting comments on this topic in social media. Where the respondents write comments concerning holiday/travel - (averages across 6 markets) Base: writers inside holiday/ travel category In forums/blogs On my own website/blog On microblogs like Twitter On review sites On websites, blogs, forums provided by the brand/company its On my social network On a brand page in my social network On retailer/online shopping sites On other types of site 8% 16% 4% 9% 2% 4% 26% 22% 17% 30% 3% 8% 12% 13% 8% 10% 47% 54% Target segment average for 6 markets Total average for 6 markets I7: And where do you write about these brands? Target Segment sample Total sample

45 Writers in the travel/ holiday category in UK, Norway, Netherlands and Germany, have a clear preference for review sites. Where the respondents write comments concerning holiday/travel - On review sites Base: writers inside holiday/ travel category UK 50% 61% Denmark 40% 38% Norway 55% 53% Sweden 31% 38% Netherlands 59% 54% Germany 55% 72% Target Segment Total I7: And where do you write about these brands? Target Segment sample Total sample

46 The most important reasons for writing about holiday/ travel is to offer advice, praise a brand, and share experiences with a community of common interest. Reasons to write about holiday/travel-brands - (averages across 6 markets) Base: writers inside holiday/ travel category To praise a brand To complain about a brand To ask advice from other people To offer advice to other people To answer a question/share my expert opinion To share experiences with a community of common interest Because I am paid or given a reward to do so To share cool stuff the brand has done or created As a way of receiving customer service directly from a brand Other reason 2% 7% 9% 9% 9% 6% 8% 44% 40% 27% 30% 16% 25% 46% 49% 16% 20% 35% 42% 14% Target segment average for 6 markets Total average for 6 markets I8: Why do you write about brands? Please select all reasons that apply Target Segment sample Total sample

47 Writing to share experiences with a community of common interest is more important as a motivator for writing in UK, Denmark, and Norway. Reasons to write about holiday/travel-brands - To share experiences with a community of common interest Base: writers inside holiday/ travel category UK Denmark Norway 44% 44% 48% 48% 59% 58% Sweden 23% 30% Netherlands 31% 42% Germany 5% 30% Target Segment Total I8: Why do you write about brands? Please select all reasons that apply Target Segment sample Total sample

48 Reading comments 48

49 User-created content on holiday/ travel is more commonly read by the target segment compared to the total population. Reading - Content of comments - (averages across 6 markets) Base: All readers, all categories Holiday/travel (e.g., airfares, accommodation) Mobile phones White goods and home appliances TV (LCD, 3D, Plasma, LED etc) PC/Laptop/Tablet (excluding peripherals & components) Movies (DVDs or downloads) Software (PC, Laptop, Tablet & Mobile) Camera (still & video) New car 30% 26% 28% 21% 18% 20% 20% 20% 22% 19% 23% 18% 19% 18% 19% 17% 15% 41% Target segment average for 6 markets Total average for 6 markets I15: What kind of comments do you read? Target Segment sample Total sample

50 The target segment has a relatively higher consume of usercreated content on holiday/ travel across all 6 markets. Reading - Content of comments Holiday/ travel Base: Readers, inside holiday/ travel category UK 25% 39% Denmark Norway 35% 30% 40% 47% Sweden 30% 39% Netherlands 22% 42% Germany 29% 46% Target Segment Total I15: What kind of comments do you read? Target Segment sample Total sample

51 Review sites are the preferred source for user created content on holiday/ travel, but website/ blogs/ forums provided by brands/ companies and also retailer/ online shopping sites are important. Where the respondents read about holiday/travel- brands - (averages across 6 markets) Base: Readers, inside holiday/ travel category In forums/blogs 15% 19% On review sites 56% 55% On websites, blogs, forums provided by the brand/company its 33% 34% On my social network On a brand page in my social network 5% 3% 4% 10% On retailer/online shopping sites 43% 38% On other types of sites 19% 20% Target segment average for 6 markets Total average for 6 markets I10: And where do you read about these brands? Target Segment sample Total sample

52 Review sites are especially popular in UK, The Netherlands, and Germany. Where the respondents read about holiday/travel- brands Review sites Base: Readers, inside holiday/ travel category UK 72% 71% Denmark 41% 43% Norway 29% 35% Sweden 49% 49% Netherlands 59% 73% Germany 73% 71% Target Segment Total I10: And where do you read about these brands? Target Segment sample Total sample

53 Websites, blogs, forums provided by the brand/company are especially popular in Denmark, Sweden and The Netherlands. Where the respondents read about holiday/travelbrands On websites, blogs, forums provided by the brand/company Base: Readers, inside holiday/ travel category UK 31% 28% Denmark 46% 45% Norway 24% 22% Sweden Netherlands 43% 42% 41% 51% Germany 14% 15% Target Segment Total I10: And where do you read about these brands? Target Segment sample Total sample

54 Retailer/online shopping sites are especially popular in UK, Denmark and Norway. Where the respondents read about holiday/travel- brands On retailer/online shopping sites Base: Readers, inside holiday/ travel category UK Denmark Norway 40% 54% 49% 47% 61% 55% Sweden 33% 30% Netherlands 29% 26% Germany 29% 28% Target Segment Total I10: And where do you read about these brands? Target Segment sample Total sample

55 Inside the holiday/ travel-category, the consumer journey most commonly ends online (buying/ reserving tickets). The target segment does not diverge from this pattern. Place of holiday/travel purchase - (averages across 6 markets) 86% 83% Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. 21% 23% Target segment average for 6 markets Total average for 6 markets 1% 2% 1% 1% Online via Desktop/Laptop Offline (store, supermarket) Online via Mobile phone Online via Tablet E6: How did you purchase in each of the below categories? Target Segment sample Total sample

56 Offline purchase is more common in Germany and UK, compared to the other markets. Place of holiday/travel purchase - Offline (store, supermarket) Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. 28% 31% 13% 13% 9% 9% 19% 21% 23% 25% 33% 38% Target Segment Total E6: How did you purchase in each of the below categories? Target Segment sample Total sample

57 Online research is predominant in the holiday/ travel-category, especially in the target segment. There are no important differences between the markets in this question. Research sources - (averages across 6 markets) Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. 67% 61% Target segment average for 6 markets Total average for 6 markets 24% 27% 3% 3% 6% 9% I researched these ONLINE I researched these OFFLINE I researched BOTH online and offline I did not research E9. When you purchase, or are planning to purchase a product or service, you may use different sources of information that will help you to find out more and decide which product, service or brand to buy. For each of the below categories please tell us if you used online or offline sources to research products, brands or services in the past 12 months, or both. Target Segment sample Total sample

58 Adverts on TV is the most important source of information amongst bought media channels, after direct . s are less important for the target segment in general. Consumer journey - Travel: New product awareness Bought media (averages across 6 markets) Advertisement on TV Information/advertisement sent to you by Non-personalised direct mail, catalogues or leaflets (offlin 16% 19% 33% 29% 27% 37% Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. A selected subsample of buyers of holiday/ travel received follow up questions on their purchase. Advertisements that appear on search engines such as Google Internet advertisement in/before online video Advertisement in your Social Network account Banner advertisements/pop-ups on websites (not in your Socia 13% 14% 10% 10% 6% 3% 5% 5% Target segment average for 6 markets Total average for 6 markets Thinking again of TRAVEL, which of the following sources of information (both online and offline) are important for you in each of these different stages? For each stage, please select as many sources of information that you believe are important. Target Segment sample Total sample

59 Recommendations from friends (offline), price comparison sites, expert reviews are considered the most important sources amongst earned media channels, and overall. Consumer journey - Travel: New product awareness Earned media (averages across 6 markets) Recommendation from friends, family, colleagues (not on the Information on Price comparison website Expert review or opinion on a website 41% 43% 48% 53% Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. 58% 55% A selected subsample of buyers of holiday/ travel received follow up questions on their purchase. Consumer product review on dedicated websites for product re 38% 44% Consumer opinion expressed online on Social Network Consumer opinion expressed online in (micro-) blogs/forums/m 10% 17% 16% 16% Online videos or pictures created by consumers 10% 9% Target segment average for 6 markets Total average for 6 markets Thinking again of TRAVEL, which of the following sources of information (both online and offline) are important for you in each of these different stages? For each stage, please select as many sources of information that you believe are important. Target Segment sample Total sample

60 Finally, service provider websites is preferred over other owned media sources. Service provider websites are equally important to review sites in the target group (see previous page). Consumer journey - Travel: New product awareness Owned media - (averages across 6 markets) Manufacturer s/service provider websites Online retailer website Recommendation of a salesperson/expert in a shop/store (not 25% 22% 33% 31% 44% 51% Base: Purchased Holiday/travel (e.g., airfares, accommodation) last 3 years. A selected subsample of buyers of holiday/ travel received follow up questions on their purchase. Product sample/demonstration in Store 22% 23% Online videos or pictures created by brand/retailer 13% 13% Information on a Brand page on a Social Network 8% 7% Target segment average for 6 markets Total average for 6 markets Thinking again of TRAVEL, which of the following sources of information (both online and offline) are important for you in each of these different stages? For each stage, please select as many sources of information that you believe are important. Target Segment sample Total sample

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