Commentary

Pulse: Consumers Show Biggest Gains In Intent In International Travel, Gardening Categories

As one of the world's largest data auction marketplaces for all audience data and one of the largest sources of user intent data, BlueKai, sees a vast number of intent actions across retail, auto and travel verticals each month.

Intent actions are defined as views of specific models or brand pages on automotive comparison Web sites, trip configurations for flights, hotels, car rentals, cruises, or vacation packages on travel Web sites and activity on retail price comparison or ecommerce sites. (Interest data such as contextual relevancy and demographic data are not considered intent.)

Starting with intent data from April, BlueKai will exclusively provide MediaPost with insights gleaned from its monthly Pulse. It is an early indicator of the interests Web visitors are exhibiting in advance of actual purchases.

April's BlueKai Pulse showed a seasonal gain in online purchase intentions with Gardening products showing the biggest gain in the Retail category and International air travel dominating the top 5 gainers in the Travel category in April.

"Top 10" is defined by overall data volume which indicates the most popular categories in each vertical. "Gainers and Decliners" reflect the most significant month-to-month jumps or falls for specific intent actions, which is indicative of seasonal shopping behaviors.

Top retail gainers are dominated by gardeners shopping for outdoor related items (plants, trees, garden tool, outdoor furniture) as they prep for the summer months. Shoppers of Plants and Trees lead with a 64% increase in data volume from the previous month. Conversely and intuitively, shopping demand for winter clothing and snow sports gear are on a decline.

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Top travel gainers show an increase in intent actions for international air travel to Shanghai, Argentina and multiple locations in Spain. Increased travel intent to Shanghai may reflect a rise in visitors attending the World Expo. Meanwhile, travel intent declines for winter destinations such as Vail, CO and hot destinations such as Florida and Arizona. (With both air travel and hotels & lodging on the decline for Florida travel.)

Chart 2

Top 10 auto make and model shows popularity and demand for sports cars and pick-up trucks across key brands, a shift from the previous top 5: Volkswagen Beetle, Hyundai Tucson, BMW 328i, Ford F-150 and the Honda Accord (from the BlueKai Pulse March report.)

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