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Online Dispute among Airline Leaders Grows and Peaks in November, Serasa Experian Hitwise Study Reveals
Moves between the three main airlines in Brazil is visible in online traffic
Sao Paolo, Brazil - Nov. 24, 2009 - The online competitive activities of the main Brazilian air carriers intensified in the second half of 2009. This is what is revealed in a study by Serasa Experian Hitwise, a Serasa Experian solution that provides information about the interaction of 90,000 people in 60,000 websites in Brazil. Analysis of the "Airline Sector", done on the week ended November 14, shows Azul had two peaks in its market share of online visits. They were followed by a reduction of the share of the two leaders, Gol and TAM, and happened in the weeks ended September 19 and November 7.
Brazil: Weekly Market Share of the "Airline Sector"
(customized category, measured by visits)
The moves show that in some instances Azul detached itself from rivals of the second tzier and came close to leaders Gol and TAM. In the most recent of the peaks, Azul reached the second place in the market share of online visits in the sector, although only for one week.
The existence of peaks due to some campaign and corresponding to lows in market shares of others is not uncommon. A return to previous levels can happen as soon as the campaign ends. That was seen with Azul. Its trend, however, seems to be positive: both peaks bring some elevation, although modest, in relation to the normal level.
Concentration
In Brazil, moves in online competition are more visible than in the United States. This is probably due to the fact that the airline market is more concentrated here. Considering all the players, and not only six like the study above, the websites of the three Brazilian leaders (Gol, TAM and Azul) add up to 73.3% of visit shares; the three North American leaders (Southwest, Delta and American Airlines) add up to only 37.14%.
Even then, moves between one rival and another can be seen, mainly between the two first places, in the month of October.
USA: Weekly Market Share of the "Airline Sector"
(measured by visits)
Search
The Serasa Experian Hitwise tool also allow the analysis of the sites' clickstream. The online traffic of the three most visited websites of the Brazilian "airline" sector comes mainly from search engines (about 33%), travel websites (between 24% and 30%) and other websites from the "airline" sector (between 19% and 25%). Social networking websites contribute in a lesser degree (between 3% and 8% of the upstream flow). The same happens with e-mail services (between 4% and 6% of upstream).
The user seems to know his/her destination clearly when making searches that lead to the "airline" sector. When considering the one-hundred most used terms, which make up 72.15% of the sector's traffic, almost all cases (95.5%) involve the brand, the company's URL or its Mileage Program. General searches, with variations of the terms "tickets", "airlines" and "airline companies" add up to only 3%. The remaining cases (1.5%) refer to searches for Anac (National Agency for Civil Aviation), for other websites and for accidents.
Brazil: Terms for Searches Leading to the "Airline" Sector
(share among the top 100 terms)
(Graphic legends)
- Brand of the Airline Company
- URL of the Airline Company
- Variations of "Tickets"/" Airlines"
- Mileage Program
- Others
Data and Tools: Serasa Experian Hitwise
Analysis: Staeye Communicações e Serviços Ltda.
Serasa Experian Hitwise in Brazil
Serasa Experian Hitwise is a solution that provides information about the interaction of 90,000 people in 60,000 websites in Brazil. Launched in Brazil in September 2009, Experian's tool has around 1,500 clients in the world and is present in the United States, United Kingdom, Canada, Australia, New Zealand, Singapore and Hong Kong.
Globally, Experian Hitwise, an online intelligence competitive solution, analyses the interaction of 25 million people in more that 1 million websites, and allows its clients to understand their online performance in comparison to their sector of operation and to rivals, besides providing insights about consumer behavior in the internet. The product collects information about internet usage, in aggregate and anonymous fashion, from partnerships with opt-in panels, obeying local and international privacy laws. Hitwise's commitment is audited by PricewaterhouseCoopers.
The solution has tools capable of providing different analysis of consumer behavior and performance of companies in the internet, such as the Rankings, which give an instant vision of main rivals and most popular websites in about 80 sectors of the economy or in customized categories. Search Intelligence®, a powerful tool of search by key words, widely evaluates how people search and if they were successful in their search for products and services; and Clickstream, which generates complete reports about origination and destination traffic to a website, a sector or a customized category.
Serasa Experian
Serasa Experian is the Latin American leader in systems and information services to support decision-making in companies. In Brazil, it is synonym to solution for all steps of the business cycle, from prospection to charging, offering the best tools to organizations. With deep knowledge of the Brazilian market, adds the strength and the tradition of the Serasa name to the world leadership of Experian. Founded in 1968, Serasa merged with Experian Company in 2007. Answering online/real time to 4 million consultations a day, helping 400,000 direct and indirect customers to make the best decision in any phase of the business. It is the biggest Certification Authority in Brazil, providing all types of digital certificates and customized solutions for the use of digital certification technology and electronic receipts, making business safer, more agile and profitable.
Constantly oriented toward innovative solutions in information for credit, marketing and businesses, Serasa Experian has been contributing to the transformation of the information solutions market, with the continuous incorporation of the most advanced resources in intelligence and technology.
Experian
Serasa Experian is part of the Experian group, which is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.
For more information, visit www.experianplc.com