El bloc de Carme Pla

Acabo de llegir un article sobre segmentació de mercat en viatges online:

Airline sites are appealing particularly to the heaviest travel category users, while online travel agency sites have a lower proportion of Heavy travel category users but a larger visitor base. (7/27/2007)

Segons l’article, es tracta de la presentació d’una eina nova de comScore, una empresa d’investigació de màrqueting a internet.

Per raons evidentment pràctiques, m’ho apunto aquí per tenir-ho a mà.

An analysis of Heavy visitors to the travel category revealed that the 10 sites with the highest Heavy visitor concentration were, not surprisingly, travel sites led by US Airways Group (67.2 percent concentration of Heavy travel visitors), United Airlines (60.9 percent) and Delta Airlines (60.7 percent).

According to the company, one might naturally assume that Heavy travel category visitors are so-called “road warriors”, or frequent business travelers. However, a study of the large non-travel sites visited by Heavy travel category visitors reveals a very different profile.

(…)is more indicative of visits by administrative assistants to the “road warriors” than the “road warriors” themselves.

La part negativa, tanmateix, és que l’empresa ha estat acusada d’utilitzar dades de spyware.

Oferiran els resultats amb la mateixa gratuïtat que n’han obtingut les dades?

[tag]online marketing research[/tag], [tag]comScore[/tag]