Seattle Southside Digital Media Conversion Study Prepared by
Project Overview PURPOSE The purpose of the Seattle Southside Visitor Services Digital Media Conversion Study was to measure the conversion rate of website visitors who booked an overnight trip to the area, as well as identify motives for website visitation and what Seattle Southside visitors do while in the area. TARGET AUDIENCE The Seattle Southside Visitor Services Digital Media Conversion Study survey was conducted among website visitors who visited www.seattlesouthside.com over the past 12 months. SAMPLE A total of 223 respondents were interviewed for the survey which provides for a maximum margin of error of +/-6.6% at a 95% confidence interval. 2
Contents EXECUTIVE SUMMARY Pages 4-6 01 02 03 04 Website Visitation Seattle Southside Visitors Seattle Southside Non-Visitors Demographics Pages 7-11 Pages 12-16 Pages 17-19 Pages 20-23 + Website Conversion + Reason to Visit the Seattle Southside Website + Website Navigation + Party Composition + Primary Purpose & Accommodations + Nights Spent in the Area + Likelihood to Book a Trip to the Seattle Southside Area + Seattle Southside Consideration + Household Composition + Household Income & Distance + Demographic Comparison + Impact of Website Visitation + Activity Participation 3
Executive Summary
Website Generate Positive Results A majority of the Seattle Southside website visitors had already decided to make a trip to the area when they visited the site. These website visitors were searching for area information (68%), activities (56%) and hotels (39%) for their trip. More than 85% of website visitors said the Seattle Southside website is a good/great website that is somewhat/very easy to navigate. The Seattle Southside website has a conversion rate of 34%. This means that more than one-third of website visitors booked an overnight trip to the area after visiting the website. Half of website visitors said their visit to the website persuaded them to visit attractions or restaurants they had not planned to visit (50%), visit Seattle Southside instead of another destination (20%) and one-tenth said the website persuaded them to stay longer than planned. 5
Non-Visitors Will Likely Travel To The Area The average length of stay for Seattle Southside visitors* was 3.69 nights, with 36% staying 2-3 nights, followed by 4-7 nights (28%). Two-thirds of Seattle Southside visitors said their trip to the area was for vacation/leisure purposes. Most visitors stayed in hotels (76%) and visited a variety of area activities such as area markets (12%) and the Space Needle (11%). More than 55% of Seattle Southside visitors were over the age of 55 years, and were most likely to be parties without children (74%). Nearly two-thirds of non-visitors** said they are Seattle Southside prospects somewhat/very likely to visit in the next six months. While these respondents have not booked a trip, only 24% said they have not considered visiting the area at all. *Website visitors who booked an overnight stay **Website visitors who did not book an overnight stay 6
Website Visitation + Website Conversion 01 + Reason to Visit the Seattle Southside Website + Website Navigation + Impact of Website Visitation
Website Conversion Of the respondents who visited www.seattlesouthside.com, 34% said they booked an overnight stay to the area after visiting the site (visitors). Two-thirds of website visitors did not book and overnight stay (non-visitors). Booked Overnight Stay Since Visiting Website Yes 34% No 66% 34% Impact on Website Visitors 341 Book Overnight Stays* *Per 1,000 website visits Q6: Have you booked an overnight stay to the Seattle Southside area since you visited the website? RESPONDENT BASE: ALL RESPONDENTS N=223 8
Reason to Visit the Seattle Southside Website Overall, more than two-thirds of respondents said they had already decided to make a trip to the Seattle Southside area when they visited the website. These future visitors were looking primarily for activities or hotels in the area. Reason To Visit Website All Respondents Used The Website To Search For Respondents Who Had Already Decided To Visit Already Decided to Visit and was Looking Up Area Information Had Not Decided to Visit and was Using the Website to Help Make Decision Overall Visitors Non-Visitors 68% 84% 60% 23% 9% 30% Other 9% 7% 10% Hotels 39% 58% 29% Activities In The Area 56% 66% 51% Package Deals 19% 15% 21% Other 3% 4% 3% Q2: Our records indicate that you recently visited the website www.seattlesouthside.com. Which of the following best describes your primary purpose for visiting the Seattle Southside website the last time you visited: Q3: Which of the following, if any, were you searching for on the Seattle Southside website? Check all that apply 9 RESPONDENT BASE: ALL RESPONDENTS N=223 RESPONDENTS WHO HAD ALREADY DECIDED TO VISIT N=152
Website Navigation Nearly 90% of website visitors said Seattle Southside has a good/great website that is somewhat/very easy to use. Seattle Southside Website 39% 47% 14% 0% 0% Great website, very easy to navigate Good website, somewhat easy to navigate Average website, neither easy nor hard to navigate Below average website, somewhat hard to navigate Poor website, very hard to navigate Q4: Using the scale provided, please rate the Seattle Southside website, www.seattlesouthside.com. (5 pt. scale) 10 RESPONDENT BASE: ALL RESPONDENTS N=223
Impact of Website Visitation Approximately half of Seattle Southside visitors (50%) said the website persuaded them to visit attractions and restaurants they had not planned to visit. The Seattle Southside Website Persuaded Me To Visit attractions or restaurants I had not planned 50% Visit the area over other destinations I was considering 20% Spend more money than I had planned 13% Stay longer than I had planned 9% Shorten my trip and/or spend less money than I had planned 0% 25% Said None of the Above Q7: Please indicate in what ways your visit to the Seattle Southside website influenced your decisions. Check all that apply RESPONDENT BASE: RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76 11
Seattle Southside Visitors (Website visitors who booked an overnight stay) + Party Composition 02 + Primary Purpose & Accommodations + Nights Spent in the Area + Activity Participation
Party Composition Approximately two-thirds of visitors were adult only parties, with an average party size of 2.67. A majority of these visitors were 55 years of age or older. Party Composition Families 32% 55+ years 50% Party Ages Under 12 years 13% 2.67 Average Party Size 12-17 years 4% Adults 68% 18-34 years 13% 35-54 years 20% Q10: How many people, including yourself, in your travel party fell into the following age categories? RESPONDENT BASE: RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76 13
Primary Purpose & Accommodations Most visitors said they booked their overnight stay for a vacation/getaway trip (66%), and more than threefourths of visitors stayed in a hotel/motel/resort while in the area. Primary Purpose Accommodations Vacation/Getaway Visit friends/family 16% 66% Hotel/Resort/ Motel 76% Other Recreation Day Trip Sporting Event Business Trip Meeting/Convention 8% 7% 3% 1% 0% Downtown Seattle lodging 14% Other 6% Friends/Family 4% Q8: What was the primary purpose of your trip to Seattle Southside area? Q11: Which of the following best describes the accommodations you booked for this stay? RESPONDENT BASE: RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76 14
Nights Spent in the Area Seattle Southside visitors stayed an average of 3.69 nights in the area, with more than one-third staying 2-3 nights. Number of Nights Spent in the Area 1 nights 21% 3.69 Average Number of Nights in the Area 2-3 nights 36% 4-7 nights 28% 8+ nights 8% Q9: How many nights, if any, did you stay in the Seattle Southside area on this visit? RESPONDENT BASE: RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76 15
Activity Participation Seattle Southside visitors said they visited area attractions such as Pike Place Market/any market (12%), followed by the Space Needle (11%). Top Activity Participation Overall Pike Place/Market 12% Space Needle 11% Dinning/Ate Dinner 5% Tour 5% Aquarium 4% Mountains 2% Q13: What activities, attractions, events or festivals, if any, did you participate in on this trip to the Seattle Southside area? RESPONDENT BASE: RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76 16
Seattle Southside Non-Visitors (Website visitors who did not book an overnight stay) + Likelihood to Book a Trip to the Seattle Southside Area + Seattle Southside Consideration 03
Likelihood to Book a Trip to the Seattle Southside Area More than 60% of non-visitors said they are somewhat/very likely to book a trip to the Seattle Southside area in the next six months. Likelihood to Book a Trip to Seattle Southside 34% 29% 66% Have Not Booked An Overnight Stay Since Visiting The Website 17% 8% 12% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Q14: Using the scale provided, please indicate how likely you are to book a trip to the Seattle Southside area in the next six months? RESPONDENT BASE: RESPONDENTS WHO DID NOT BOOK AN OVERNIGHT STAY N=147 18
Seattle Southside Consideration Nearly 40% of non-visitors said they have seriously considered visiting the Seattle Southside area in the past three years, while only 24% have not considered visiting the area at all. 38% Considered Visiting in Past 3 Years 31% 24% 7% Seriously considered Somewhat considered Slightly considered Have not considered Q16: How seriously have you considered visiting the Seattle Southside area over the past three years? RESPONDENT BASE: RESPONDENTS WHO DID NOT BOOK AN OVERNIGHT STAY N=147 19
Demographics + Household Composition 04 + Household Income & Distance + Demographic Comparison
Household Composition The majority of website visitors are adults with no children in their home (67%). The average household age is 52.5 years as a majority fall into the 35-55+ years age range. Household Composition Household Ages Average 52.5 years Families 33% 55+ years 42% 2.22 Average Household Size Under 12 years 11% Adults 67% 35-54 years 29% 18-34 13% 12-17 years 6% Q10: How many people, including yourself, in your travel party fell into the following age categories? 21 RESPONDENT BASE: ALL RESPONDENTS N=223
Household Income & Distance Seattle Southside website visitors have an average household income of $85k and live an average of 1,178 miles away as half live 1,000+ miles away. Household Income Average HH Income $85k Distance Average Distance 1,178 miles $100k + 32% Under $50k 24% 501-1000 miles 12% 1000+ miles 50% $50k - $100k 44% 0-500 miles 38% Q1: What is your 5-digit home zip code? Q20: Please indicate which of the following best describes your household income for 2014: 22 RESPONDENT BASE: ALL RESPONDENTS N=223
Demographics Comparison The average Seattle Southside website visitor who booked an overnight stay is more likely to have children in their household, live farther away and have a higher household income and education level than non-visitors. Overall Visitors Non-Visitors Male 25% 19% 28% Female 75% 81% 72% Average Adult Respondent Age 55.6 57.3 54.7 Average Party Size 2.67 2.67 n/a Party Composition Adults 68% 68% n/a Party Composition Families 32% 32% n/a Average Household Size 2.22 2.41 2.12 Household Composition - Adults 67% 67% 68% Household Composition - Families 33% 33% 32% Average Household Income $85.0k $89.0k $82.9k Average Distance 1,178 miles 1,534 miles 1,004 miles College Degree or Higher 61% 67% 58% Q10, Q17-Q21: Demographics 23 RESPONDENT BASE: ALL RESPONDENTS N=223 RESPONDENTS WHO BOOKED AN OVERNIGHT STAY N=76
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