Austrians plan their vacation decisions online - new survey revealed!

Austrians plan their vacation decisions online - new survey revealed!

The decision-making processes of consumers in Austria and German and Western Switzerland were examined in a current survey by Marketagent, which was carried out in cooperation with the Swiss-Austrian Chamber of Commerce Switzerland-Austria-Liechtenstein. According to the results published on April 8, 2025, the Internet plays a central role in the information gathering for consumer decisions. ots.at reports .

The survey shows that a large part of consumers are planning its decisions for summer vacations, mobile phone contracts and household insurance in advance. Over 40 % of those surveyed state that discussions with others have a decisive influence on the choice of their summer vacations. In the case of household insurance, the most common trigger for a new registration is a concrete need, which has motivated 34 % of the participants, while 29 % of the respondents for mobile phone contracts provide a need for a replacement.

information behavior and trustworthy sources

The survey shows that the Internet is the most important source of information for decision -making processes. 77 % of the interviewees use it to plan their summer vacation, followed by 69 % for mobile phone contracts and 49 % for household insurance, whereby personal advice is classified as more trustworthy. Overall, personal recommendations are the most trustworthy information, while influencers only enjoy low trust. Marktforschung.de that trust in personal recommendations is also high, even if it has recently been slightly decreased has.

When researching for offers, consumers mainly use search engines, with 65 % of the respondents for vacation planning and 49 % for insurance. Comparison portals are particularly important for insurance companies, which are used by 47 % of those surveyed. Nevertheless, it also shows that trust in online advertising is increasing, with users increasingly dependent on critically questioning this information. Class = "Source_3"> Research-und-wissen.de reports that over 80 % of consumers see online reviews as similarly valuable as personal recommendations.

conclusion and comparison of the providers

With regard to the offer comparison, the respondents state that they see an average of 12.3 offers for summer vacations and 5.9 for household insurance. The decision -making process for a summer vacation is over 17.8 days, while for mobile phone contracts and household insurance, the duration is 12.1 days or 11.6 days. It is striking that 79 % of the bookings for summer vacations and 53 % of the mobile phone contracts are concluded online, while about 58 % of household insurance are personally taken out in a branch.

An interesting detail is that around 25 % of consumers continue to compare offers even after their booking. This shows the endeavor to make the best possible decision, even after the first choice has been made. The differences between consumer habits in Austria and Switzerland are also remarkable. While Swiss consumers are known as an online affiner, they often have greater difficulties when comparing the offer and often report on reute after graduation.