According to the Motley Fool, one third of UK consumers put more than 10 hours into researching their holidays before purchasing. They found that only 21% of UK consumers would put the same effort into researching a mortgage purchase and only 11% would research that much for a bank loan.
Personally I’m not surprised, and I’d probably do the same. It’s really an indication of society today and shows that personal pleasure is more important to the populous than financial security.
Good news for anyone in online travel though! Tools to help users perform research are going to be a big deal this year!
