Technology Tips

How Do People Use Travelwisconsin.com? 

New research commissioned by the Department sheds light on how visitors to travelwisconsin.com use the site. With a site redesign beginning this summer, a survey was conducted to establish a baseline profile of the people who visit travelwisconsin.com and how they use it.

Chamberlain Research Consultants sent an online survey to existing travelwisconsin.com email subscribers that asked about current and future usage, frequency of visits, demographics, and more. Here are just a few highlights from the study:

• Respondents are typically female (57%), married (78%), empty-nesters (70%), and white (91%). They typically surf on a broadband Internet connection (71%) from home (77%).

• On average, respondents visit travelwisconsin.com occasionally, one or two times a month, up to nine to 10 times a year.

• Almost exclusively (98%), these visitors are looking for information on leisure travel such as activities, recreation, and events.

• Fifty percent say they come to "browse for ideas when I don't know exactly what to do or where to go." While, a little less than third report that they visit the site when they "know exactly what they want to do and need more details about things." Twenty percent visit now and then "just to see what's new with the site."

• Respondents said they found travelwisconsin.com through Internet search engines (57%), state tourism publications (43%), and state or local travel information centers (32%). Notably, magazine articles (21%) and local tourism publications (21%) were reported more often than television advertising (17%), magazine advertising (15%) and articles in newspapers (9%).

Interested in reading more? View an Executive Summary of the survey online. For more information about the travelwisconsin.com redesign or other web research projects, contact John Kuehl at 608-261-8767.