Online Booking Rate Higher Among Females

BURLINGTON, Mass. -- Does your rental company’s Web site attract and appeal to women in particular? If so, you may have a competitive advantage.

A new BURST! Media online survey finds that women researching car rental online are more likely than men to go ahead and book a reservation online. According to the survey, nearly two-thirds (64.1%) of women, versus 58.5% of men, who have researched auto rentals online have also made a rental reservation online.

Moreover, 64.6% of women, versus 59% of men, who have researched airline flights and fares online have made an online ticket purchase.

The survey, which drew responses from nearly 3,000 BURST! Media network visitors, sought to gain insight into how consumers use the Internet as a travel resource. All respondents were at least 18 years old and had taken at least one overnight trip in the past six months. About one-third (37.5%) of respondents indicated they have rented a vehicle online.

"What makes these findings so interesting is that in BURST's previous survey focusing on online retail habits and attitudes, women were more likely to research, while men were more likely to buy," says Chuck Moran, BURST! Media's market research manager. "But when it comes to travel, women's behavior is different than their retail behavior."

BURST! Media is an Internet ad services and online ad sales rep company.

Survey results also strongly suggest that income bracket affects online travel purchase behavior. Only one-quarter of survey participants with a household income of less than $35,000 said they have made an online travel purchase. The percentage increased to 46% among those with a household income of $35,000 to $74,999. Among survey participants with a household income of $75,000 or greater, the purchasing rate increased to more than half (54.2%).

Among survey participants who use the Internet solely as a research tool, 11% reported they have researched car rental rates and availability.

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