Online Travel Shoppers.

24 May 2000: In the beginning, the nerds ruled and computer-related products led in consumer e-commerce. Now, it's the online travellers who are shaping e-retail and Cyber Dialogue has data to prove it.

Cyber Dialogue estimates that in 1999, 27 million adults shopped online for travel and leisure services, double the number in 1998. Cyber Dialogue further concludes that travel shoppers now comprise more than a third of the total online population. Taking men online, Cyber Dialogue estimates 44% make travel and leisure purchases online.

Beyond simple numbers, online travel consumers comprise a more dynamic and net-oriented group, both in spending habits and online activities. For example, their overall online purchasing profile shows that their yearly spending or average transactions are higher than the general internet population:

It's not surprising that online travel shoppers are more avid consumers of online travel content: 90% search for travel content compared to 61% of online adults generally. However, Cyber Dialogue shows that across a number of topics a larger share of travel shoppers go for content:

Across the board, online travel shoppers are more active online. As Qaalfa Dibeehi, director of Cyber Dialogue's Consumer Practice, pointed out to eMarketer: "Travel is a category particularly geared toward the net, giving consumers advantages they didn't have previously. Travel shoppers represent a demographic that is particularly capable of making use the web. That is what makes them such a valuable segment to go after."

Other findings include: