Online users prefer to book holidays online

Research shows that 55% of internet users now directly book their holidays online, with only 7% using high street travel agents to research holidays and book them.

The research, conducted by Nielsen/NetRatings on behalf of marketing agency Harvest Digital and pan-European advertising network Adviva, also found that 17% of internet users researched their holidays online before booking them over the phone.

Another 9% used the internet to research their holiday, before going to a travel agent on the high street. Just 1% used Teletext to find and book a holiday.

The research relied on 865 online responses.

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