UKOM: Insights - Airbnb

Posted on: Thursday 27 July 2017 | UKOM

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

Topics

Related content

UKOM

UKOM: Digital Market Overview Q3 2020

The Digital Market Overview provides a top-line snapshot on audience online behaviour, using UKOM approved Comscore multi-platform data that reports...

Learn more
Elizabeth Lane

Good impressions count - now more than ever

When it comes to digital advertising, not all impressions are equal and premium content environments are delivering more for brands, writes IAB UK’s Head...

Learn more
research

UKOM: Digital Market Overview Q2 2020

The Digital Market Overview provides a top-line snapshot on audience online behaviour in June 2020, using UKOM approved Comscore multi-platform data...

Learn more
UKOM

UKOM: Social, gaming & news see huge growth in lockdown

The latest UKOM data covers online usage for April 2020 - the first full month of lockdown in the UK

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.