The consumer behavior analysis company Nielsen has analyzed the top 10 travel reservation service sites in Japan based on the data from the July version of their smartphone viewer rating “Nielsen Mobile NetView” and the PC viewer rating “Nielsen NetView.” According to the analysis, the number of viewers using smartphones to access those top 10 sites overtook the number of those using PCs in February 2014, and it reached 1.6 million in July 2014 which is 1.5 times more than the figure from the same month last year.
*Below chart from the information released by Nielsen
The top 10 travel reservation service sites in Japan, which were the subjects of the analysis were: Rakuten Travel, Jalan, Yahoo Travel, JTB, TripAdvisor, 4 Travel, Hankyu Travel, Club Tourism, H.I.S. and Hotel Story. Among these sites, Rakuten Travel topped in the number of both smartphone and PC users, and also the number of the smartphone users almost doubled the number of the PC users. By contrast, Jalan, 4 Travel and Hankyu Travel were the only other sites with more smartphone users and the difference in the numbers of smartphone users and PC users in these sites were not as big as in Rakuten Travel.
Looking at the user data of Rakuten Travel and Jalan, with over 5 million users from both screen devices, more than 40% of PC users were over 50 years old and more than 50% of smartphone users were under 39 years old for both sites. Access time per user were 20 minutes for Rakuten Travel and 18 minutes for Jalan among PC users and 7 minutes for Rakuten Travel and 10 minutes for Jalan among PC users, indicating that PC users spent more time.
(Travel Voice Editorial Department)
