MEMBER RESEARCH: UKOM Insights - Airbnb

Posted on: Thursday 27 July 2017 | UKOM

Share this

This report uses UKOM approved comScore data to look at how Airbnb’s current consumer usage compares to the travel accommodation sector.

Airbnb has disrupted the travel lodgings sector since it burst on the scene offering short term holiday lettings. April 2017 was the site’s peak month to date when nearly 3 million adults in the UK were looking for or posting rentals on the site, according to UKOM approved comScore data. Seasonality over the last couple of years suggests the audience is set to increase during the coming months as people book last minute trips over the summer. 

Key findings:

  • When looking at time spent per visitor, people tend to spend more time on holiday rental sites than the big hotel brands.

  • In May, visitors to Airbnb spent an average of 21.2 minutes using the service compared to less than 10 minutes for the major hotel brands. 

  • Low durations for the hotel brands may be because they attract more business travellers who are less likely to be spending time searching for the best deal. 

  • Concerns over security and legitimacy of postings may prompt users to be more diligent and spend more time before parting with their money for privately owned holiday lettings

  • Half of Airbnb’s audience is aged under 35 compared to only a third for the sector

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

UKOM

Share this

Topics

Related content

UKOM stock image

Time spent online surges during COVID-19 outbreak

Latest UKOM data for January-March 2020 shows how the COVID-19 pandemic has impacted our online usage 

Learn more
UKOM

Member Research: UKOM Digital Market Overview Q4 2019

UKOM’s latest Digital Market Overview for Q4 2019

Learn more
Ipsos named as UKOM research supplier from 2021

Ipsos named as UKOM research supplier from 2021

Online audience measurement body UKOM has appointed Ipsos as the new supplier of the UK industry standard for online audience measurement from January...

Learn more
Stock photo of two men sitting in front of a plain brick wall

Member Research: UKOM Digital Market Overview Q3 2019

UKOM's latest Digital Market Overview for Q3 2019

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.