ADARA: Business Travelers Driving Online Retail for High Value Goods

ADARA Business Travelers Driving Online Retail for High Value GoodsAccording to the findings of freshly published research from ADARA, three in four business travelers do more than half of their shopping online and are three-and-a-half times as likely to have spent over $1,000 online in the past six months, compared to non-travelers.

The study by ADARA demonstrates that “business traveler preferences for high value items including consumer electronics, personal insurance and electric or hybrid vehicles.”

Business travelers are frequently on the move and as a result, they are much more reliant on connected devices and engaging with online content than the average population. More than eight in 10 business travelers rely on their smartphone (85%) and tablet (89%) to complete purchase activity, and the time spent online on mobile devices is 40 percent higher than the general population.

The report summary notes that business travelers heavily rely on online media to make purchase decisions, and the study shows that they ultimately conduct more research before booking flights or hotels than the average consumer.

Elizabeth Harz, president of media, ADARA explains, “Business travelers are a desirable audience for marketers looking to promote higher-value products. They are twice as likely to earn salaries over $100,000 and use online media significantly more to make purchase decisions, compared to the average consumer. Having a clear understanding of how and when to engage business travelers with online content can yield significant impact for marketers.”