In Spain, 13 million people accessed a travel site during May 2013, reaching more than 52 percent of the total online population. A demographic analysis of Spanish users found that the older age groups were the heaviest users of travel sites with the 35-44 age category making up a quarter of users that month, followed by the 25-34 age group with 22.5 percent. In comparison, the younger Spanish audience were lighter users of travel websites.
Looking at engagement with the travel category in Spain, visitors aged 55+ spent the most time during May 2013, with an average of 34.5 minutes per visitor. The 35-44 age group was second with 33.4 average minutes spent per visitor, followed by the 25-34 year olds in third position with 29.9 minutes spent per visitor.