UK: Purchase funnel conversion rates of Expedia, easyJet holidays, Virgin Holidays and British Airways Holidays

Table with 9 columns and 4 rows.

All UK adults	100	-	100	-	100	-	100	-
Awareness	77.4	77%	74.9	75%	74.8	75%	59.8	60%
Consideration	18.8	24%	17.6	24%	15.8	21%	17.5	29%
Purchase Intent	5.3	28%	5.3	30%	3.2	20%	6.0	34%

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, easyJet holidays' Consideration conversion rate is calculated by dividing its Consideration score by its Awareness score (17.6/74.9 = .235 or 24%)