UK: Purchase funnel conversion rates of budget hotels
Awareness asks whether or not a consumer has ever heard of a brand.
Consideration asks if a consumer would consider a brand or not the next time they are in the market for a purchase.
Purchase Intent asks whether a consumer would be most likely or unlikely to purchase a specific product.
Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, Premier Inn's Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (45.6/93.2 = .489 or 49%)
Consideration asks if a consumer would consider a brand or not the next time they are in the market for a purchase.
Purchase Intent asks whether a consumer would be most likely or unlikely to purchase a specific product.
Conversion rates are calculated by dividing the score in each row by the score in the row above it. For example, Premier Inn's Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (45.6/93.2 = .489 or 49%)
January – March 2023
