Market Share Test

(1) Online Travel Booking Sites (Consolidators) Ranking
1 2 3 4
Expedia Travelocity Priceline Orbitz
Monthly Visits 44,012,920 37,774,389 36,598,177 27,104,442
Visits Monthly Uniques 15,960,823 13,297,720 14,801,353 11,929,307
Avg. Visits per Unique 2.76 2.84 2.47 2.27
Passers-by 57% 57% 59% 61%
Audience Regulars 43% 43% 41% 38%
Traffic
Composition
Addicts 0% 0% 0% 1%
Passers-by 26% 27% 29% 32%
Share of Regulars 72% 71% 70% 67%
Visits
Addicts 2% 2% 1% 1%
Male 44% 44% 44% 45%
Gender
Female 56% 56% 56% 55%
White 77% 79% 77% 78%
African American 9% 8% 11% 9%
Ethnicity Asian 4% 4% 4% 4%
Hispanic 8% 7% 7% 7%
Other 2% 1% 1% 1%
18-24 11% 9% 12% 11%
25-34 22% 22% 23% 21%
35-44 20% 20% 21% 19%
Age 45-54 19% 19% 20% 18%
Demographics 55-64 17% 18% 15% 17%
65+ 11% 12% 9% 12%
$0-$30K 12% 12% 12% 12%
Household $30-$60K 20% 30% 31% 30%
Income $60-$100K 35% 35% 35% 34%
$100K+ 23% 23% 22% 24%
Head of No College 40% 38% 39% 39%
Household College 42% 44% 43% 42%
Education Grad. School 17% 18% 17% 18%
Children 6-17 No 72% 74% 70% 74%
in Household Yes 28% 26% 30% 26%
US 75.0% 86.5% 90.0% 89.5%
China 7.6%
Canada 2.0% 2.5% 2.5% 2.1%
UK 1.9% 1.0% 0.8% 0.9%
Users -
India 1.1% 1.4% 0.8% 0.9%
Origins & Country of
Germany 0.7% 0.6%
Destinations Origins
South Korea 0.6%
(Top 5)
Spain
Mexico
Australia
Belgium
Bookings X X X X
Membership X X X X
Social Networking
Guides X X X X
Site Characteristics Name your Price X
Opaque Reservations
Flexible Travel X
Last Minute Deals X X X X
Ranking
5 6 7 8 9 10
CheapTickets Hotwire Hotels.com OneTravel TravelNow LowestFare Average
26,263,997 16,221,186 14,059,285 1,452,589 874,767 184,202 20,454,595
12,878,336 7,125,182 6,946,071 975,663 678,857 124,780 8,471,809
2.04 2.28 2.02 1.49 1.29 1.48 2.09
63% 62% 62% 75% 80% 73% 64.9%
37% 38% 38% 25% 20% 27% 35.0%
0% 0% 0% 0% 0% 0% 0.1%
35% 33% 34% 52% 62% 50% 38.0%
64% 66% 65% 48% 38% 50% 61.1%
1% 1% 1% 0% 0% 0% 0.9%
42% 43% 44% 42% 44% 42% 43.4%
58% 57% 56% 58% 56% 58% 56.6%
72% 74% 79% 77% 78% 70% 76.1%
12% 13% 10% 11% 10% 13% 10.6%
4% 4% 3% 3% 3% 6% 3.9%
10% 7% 7% 8% 8% 9% 7.8%
1% 2% 1% 1% 1% 1% 1.2%
15% 9% 11% 13% 10% 11% 11.2%
21% 21% 24% 18% 19% 20% 21.1%
19% 20% 22% 21% 21% 21% 20.4%
19% 20% 19% 20% 21% 19% 19.4%
17% 19% 15% 18% 18% 17% 17.1%
10% 12% 9% 11% 12% 11% 10.9%
14% 11% 11% 13% 12% 15% 12.4%
32% 31% 30% 30% 32% 32% 29.8%
33% 35% 35% 32% 35% 33% 34.2%
21% 23% 23% 24% 21% 20% 22.4%
42% 39% 40% 41% 44% 41% 40.3%
41% 43% 44% 42% 41% 42% 42.4%
16% 17% 16% 16% 15% 16% 16.6%
70% 73% 69% 72% 70% 72% 71.6%
30% 27% 31% 28% 30% 28% 28.4%
86.8% 91.3% 63.7% 69.0% 50.3% 82.3% 78.4%
7.6%
2.9% 3.0% 3.2% 5.9% 2.1% 2.9%
1.6% 0.8% 3.3% 5.2% 1.9%
0.9% 0.5% 1.9% 12.8% 2.4% 2.5%
1.1% 0.4% 5.4% 1.6%
0.6%
5.9% 5.4% 5.7%
1.9% 2.3% 0.5% 1.6%
1.3% 1.3%
1.1% 1.1%
X X X X X X
X X X X X X
X X X X X X
X X X X X X
First
Second
Third
Fourth
Fifth
ANALYSIS
• There is a large amount of comparison shopping that occurs within the Travel
category, with nearly 44% of Travel website visits going to another Travel website in
May 2006. The Travel category is more competitive than online retail: In May 2006, 38%
of visits to Shopping & Classifieds websites went to another Shopping & Classifieds
website.
• Search engines are the largest source of traffic for Travel websites: In May 2006,
search engines accounted for 27.6% of all upstream traffic to the category.
• The Travel category is highly competitive, with nearly 44% of Travel website visits
going to another Travel website in May 2006. In comparison, 38.4% of Shopping &
Classifieds category visits went to another Shopping & Classifieds website in May 2006,
demonstrating that there is even more comparative research occurring in the Travel
industry versus online retail.
• Agencies sent 59.1% of downstream traffic to other Travel websites in May 2006,
demonstrating that users were conducting price comparison research.
• Transport websites sent 51.1% of downstream visits to other Travel websites in May
2006, again demonstrating the large amount of comparison shopping that occurs within
the industry.
• Although there are dozens of Consolidator websites, over 95% of the traffic is
concentrated in the top 7 sites, and over 90% among the top 5. The top 7 are: Expedia,
Travelocity, Priceline, Orbitz, CheapTickets, Hotwire, Hotels.com.
• One reason to explain the difference between the top and bottom 5 sites is by
comparing visitor loyalty: for the top 5 sites, there are 2.48 visits per visitor per month;
for the top 7, the average is 2.24; for the bottom 3, the average is 1.42.
• There is not a noticeable difference in the demographics of the visitors to the sites.
The majority of visitors are caucasian, pretty well represented by different age groups,
have household income of over $60K, and have some college education.
• The overwhelming majority of all the users to the sites are from the US, averaging
85% of all users for the top 5 sites and 71% for the bottom 5 sites. There is a significant
drop off from US to the remaining top 4 countries, dropping to 4% for the second
country of origination, and less than 1% to the 5th country.
• There are very few distinguishing characteristics between the top 10 sites in terms of
services offered, with brand recognition playing the biggest difference between the
sites.
• However, Priceline and Hotwire do have distinct business models: Priceline offers
“Name your Price” pricing, which they originated; and Hotwire offers deep discounts on
Hotels and Car Rentals in “Opaque Pricing”.
• In terms of annual trends, there is a distinct seasonality in traveling, with a higher

number of trips in summer than winter time, which affects the traffic to all the sites.
• Among all the sites, CheapTickets is the only site that shows noticeable drop in traffic
during the course of the year, decreasing from 17 million visitors per month in March
2007 to 10 million visitors in March 2008.
• However, Priceline and Hotwire do have distinct business models: Priceline offers
“Name your Price” pricing, which they originated; and Hotwire offers deep discounts on
Hotels and Car Rentals in “Opaque Pricing”.
• In terms of annual trends, there is a distinct seasonality in traveling, with a higher

number of trips in summer than winter time, which affects the traffic to all the sites.
• Among all the sites, CheapTickets is the only site that shows noticeable drop in traffic
during the course of the year, decreasing from 17 million visitors per month in March
2007 to 10 million visitors in March 2008.
TRENDS
DEMOGRAPHICS
avel Monthly Visits: ~204M Monthly Uniques: ~84M
ebsite in 18.47% 15.70%
y 2006, 38% 21.52% 17.47% 18.84%
17.89% 0.09%
0.43%
0.71% 0.15%
0.80%
ssifieds 6.87% 1.15%
8.20%
14.08%
7.93%
y 2006, 13.25% 8.41%
12.84% 15.20%
Expedia Travelocity Priceline Orbitz Expedia Travelocity Priceline Orbitz

te visits CheapTickets Hotwire Hotels.com OneTravel CheapTickets Hotwire Hotels.com OneTrave
ping & TravelNow LowestFare TravelNow LowestFare
n May 2006,
he Travel 100.00% 100.00%
80.00%
80.00%
60.00%
y 2006, 60.00%
40.00%
40.00% 20.00%
tes in May
occurs within 20.00% 0.00%
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White African Asian Hispani

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are: Expedia, American

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Male Female Other
is by 100.00% 100.00%
per month;
80.00% 80.00%
60.00%
60.00%
the sites.
age groups, 40.00%
40.00%
20.00%
20.00%
veraging 0.00%
s a significant
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$0-$30K $30-$60K $60-$100K

18-24 25-34 35-44 45-54 55-64 65+ $100K+
s in terms of
een the 100.00% 100.00%
80.00% 80.00%
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discounts on 60.00%
60.00%
40.00%
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20.00%
20.00%
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0.00%
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School No Yes
USER ORIGINATION
y Uniques: ~84M 100.00%
5.70%
18.84%
80.00%
0.15%
0.80%
1.15%
8.20%
60.00%
40.00%
8.41%
5.20%
20.00%
ocity Priceline Orbitz
e Hotels.com OneTravel 0.00%
Fare
Price
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US China Canada UK
India Germany South Korea Spain
Mexico Australia Belgium
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(2) Online Airlines Only Sites
1 2 3
Southwest AA Delta
Monthly Visits 41,175,450 20,196,080 15,833,223
Visits Monthly Uniques 9,337,321 5,633,807 5,156,756
Avg. Visits per Unique 4.41 3.58 3.07
Passers-by 50% 54% 55%
Audience Regulars 50% 46% 45%
Traffic
Composition
Addicts 0% 0% 0%
Share of Regulars 78% 72% 73%
Visits
Addicts 2% 6% 3%
Male 47% 45% 45%
Gender
Female 53% 55% 55%
White 82% 74% 81%
African American 8% 9% 9%
Ethnicity Asian 3% 4% 3%
Hispanic 6% 11% 5%
Other 1% 2% 2%
18-24 8% 9% 9%
25-34 19% 19% 20%
35-44 17% 19% 19%
Age 45-54 18% 19% 19%
Demographics 55-64 20% 20% 20%
65+ 18% 14% 13%
$0-$30K 11% 11% 11%
Household $30-$60K 29% 27% 29%
Income $60-$100K 35% 35% 35%
$100K+ 25% 27% 25%
Head of No College 38% 34% 35%
Household College 44% 44% 44%
Education Grad. School 18% 22% 21%
Children 6-17 No 77% 78% 77%
in Household Yes 23% 22% 23%
US 98.3% 85.0% 88.5%
China
Canada 0.4% 1.5% 1.3%
UK 0.1% 2.0% 0.8%
Users - India 0.1% 1.0%
Origins & Country of Mexico 0.2% 1.0%
Destinations Origins Puerto Rico 0.9%
(Top 5) Germany 1.4%
Japan
Italy
Dominican Republic
South Africa
Airline Bookings X X X
Hotel Bookings X X X
Car Rentals X X X
Vacations Bookings X X X
Entertainment Bookings X X X
Site Characteristics
Freq. Flier Membership X X X
Social Networking
Guides
Flexible Travel X X X
Last Minute Deals X X X
Ranking
4 5 6 7 8 9 10
NWA US Air United JetBlue Continental Alaska Virgin Average
11,528,844 11,268,918 10,091,651 9,241,178 8,973,053 3,938,798 297,491 13,254,469
3,093,017 3,336,645 4,180,560 4,048,752 2,972,064 1,215,189 127,893 3,910,200
3.73 3.38 2.41 2.28 3.02 3.24 2.33 3.15
52% 54% 61% 65% 55% 54% 69% 56.9%
47% 46% 39% 35% 45% 46% 31% 43.0%
1% 0% 0% 0% 0% 0% 0% 0.1%
21% 73% 31% 35% 74% 24% 36% 36.0%
74% 23% 67% 64% 25% 73% 64% 61.3%
5% 4% 2% 2% 2% 3% 0% 2.9%
44% 44% 44% 43% 46% 43% 48% 44.9%
56% 56% 56% 57% 54% 57% 52% 55.1%
87% 84% 81% 71% 74% 87% 76% 79.7%
6% 8% 5% 11% 8% 1% 10% 7.5%
5% 3% 7% 5% 5% 6% 9% 5.0%
1% 4% 5% 12% 11% 5% 3% 6.3%
1% 1% 2% 1% 2% 1% 2% 1.5%
7% 7% 8% 12% 9% 8% 10% 8.7%
17% 18% 19% 20% 20% 19% 18% 18.9%
19% 18% 19% 18% 19% 19% 17% 18.4%
20% 20% 19% 18% 19% 20% 20% 19.2%
21% 22% 20% 17% 19% 21% 17% 19.7%
16% 15% 15% 15% 14% 13% 18% 15.1%
10% 11% 11% 12% 11% 12% 11% 11.1%
27% 27% 27% 28% 28% 29% 24% 27.5%
35% 34% 34% 34% 34% 34% 34% 34.4%
28% 28% 28% 26% 27% 25% 14% 25.3%
34% 36% 32% 37% 34% 37% 29% 34.6%
44% 43% 44% 43% 44% 46% 44% 44.0%
22% 21% 24% 20% 22% 17% 27% 21.4%
79% 79% 78% 75% 78% 78% 80% 77.9%
21% 21% 22% 25% 22% 22% 20% 22.1%
77.9% 93.6% 89.3% 93.9% 80.5% 92.7% 59.5% 85.9%
0.9% 1.3% 7.2% 1.4% 2.7%
3.1% 1.6% 1.4% 1.2% 1.2% 3.5% 1.7%
0.6% 1.1% 0.3% 1.7% 26.8% 4.2%
1.0% 0.5% 2.3% 1.0%
0.8% 0.7%
1.6% 1.3%
0.4% 0.6% 0.8%
10.8% 1.2% 1.5% 4.5%
0.4% 0.4%
0.5% 0.5%
1.8% 1.8%
X X X X X X X
X X X X X X X
X X X X X X X
X X X X X X X
X X X X X X X
X X X X X X X
X X X X X X X
X X X X X X X
First
Second
Third
Fourth
Fifth
ANALYSIS DEMOGRAPHICS
• The top 10 airline websites attract 132 million visitors per month Monthly Vis
which is about 70 million visitors per month less than that of the top
15.24%
Consolidator websites, which attract 204 million visitors.
11.95%
• Although there is less of a oligopoly among the top 10 airlines as
was with Consolidators, the top 5 airlines account still account for 75%
of all visitors (100 million visitors), and 66% of all uniques per month
8.70%
(26 million). 8.50%
• Similar to Consolidators, one reason to explain the difference Southwest AA De

between the top 5 and bottom 5 airline sites, is through visitor loyalty: United JetBlue Co
for the top 5 sites, there are 3.63 visits per visitor per month; for the
bottom 5, the average is 2.66. 100.00%
80.00%
• Overall, visitors to airline booking sites are more loyal than to those
of Consolidators. For the top 10 Consolidators, the average number of 60.00%
visits per visitor is 2.1; for airlines, it is 3.15. This is confirmed by
comparing the share of visits by Addicts between the sites, which for 40.00%
the top 10 airlines sites is over 3%, while for Consolidators is less than
1%. 20.00%
•This difference in loyalty, is explained partially by the monopoly 0.00%

position of certain airlines in their hubs. For example, Northwest
AA
Sout
Delt
NW
hw-
est
A
a
Airlines has the highest rate of repeat visitors and percent addicts of
any of the sites (3.73 and 5% respectively). The reason for such Male
customer loyalty is the fact that NWA has a near monopoly status in its
hubs in Minneapolis, Memphis and Detroit. In this case, there is little 100.00%
reason for the customer to shop around, and so the site of choice for
airline tickets remains NWA. 80.00%
60.00%
• As was the case with the Consolidators, there is not a noticeable
difference in the demographics of the visitors among the airline sites. 40.00%
However, there is a slight difference between the demographics of
airlines versus that of consolidators: the visitors of Consolidator 20.00%
websites tend to be slightly younger, wealthier, and be more educated
than that of airlines visitors. It is important to note that the difference 0.00%
is quite small, but it could suggest that users of Consolidator sites are
Delt
NW
uth
we
So
st
A
in general more web-savvy.
18-24 25-34 a 35-44
• Even more so than the Consolidator visitors, the overwhelming
majority of all the users to the airlines sites are from the US, averaging 100.00%
89% of all users for the top 5 sites and 83% for the bottom 5 sites, and
almost 86% for the top 10 sites. As would be expected, the airline 80.00%
with the lowest percentage of US visitors is Virgin Atlantic, where only
60% of visitors are from US. 60.00%
• As was the case with Consolidators, there are very few distinguishing 40.00%
characteristics between the top 10 sites in terms of services offered.
20.00%
• In terms of annual trends, there is a distinct seasonality in traveling,
with a higher number of trips in summer than winter time that affects
all the sites. 0.00%
Delt
NW
uth
we
So
st
A
a
• For most parts, the traffic levels for all the sites remain quite stable
during the year. However, JetBlue shows a small jump in visitors during No College Co
with the lowest percentage of US visitors is Virgin Atlantic, where only
60% of visitors are from US. 60.00%
• As was the case with Consolidators, there are very few distinguishing 40.00%
characteristics between the top 10 sites in terms of services offered.
20.00%
• In terms of annual trends, there is a distinct seasonality in traveling,
with a higher number of trips in summer than winter time that affects
all the sites. 0.00%
Delt
NW
uth
we
So
st
A
a
during the year. However, JetBlue shows a small jump in visitors during No College Co
January & February of 2008, which could have been the result of
curiosity visitors, given JetBlue’s negative publicity.
TRENDS
DEMOGRAPHICS
Monthly Visits: ~132M Monthly Uniques: ~39M
15.24% 31.07% 14.41%

23.88%
13.19%
0.22%
2.97% 0.33%
3.11%
11.95% 7.91% 7.60%
6.77%
8.53% 10.35%
8.70% 6.97% 10.69%
8.50% 7.61%
Southwest AA Delta NWA
Southwest AA Delta NWA US Air US Air United JetBlue Continental
United JetBlue Continental Alaska Virgin Alaska Virgin
100.00% 100.00%
80.00%
80.00%
60.00%
60.00%
40.00%
40.00% 20.00%
20.00% 0.00%
uth
Blu
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elta
US
we
So
Air
et
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D
a
0.00%
Blue
AA
US
Sout
Unit
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White African Asian Hispanic

Air
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American
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00%
0.00%
US
Blu
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NW
we
0.00%
Air
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Unit
US
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$0-$30K $30-$60K $60-$100K

18-24 25-34 35-44 45-54 55-64 65+ $100K+
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00%
0.00%
US
Delt
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0.00%
NW
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0.00%
20.00%
40.00%
60.00%
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US
College Air
Unit
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School
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20.00%
40.00%
60.00%
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US
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Yes
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USER ORIGINATION
100.00%
% 80.00%
0.33%
3.11%
7.60%
60.00%
% 40.00%
A 20.00%
tinental
0.00%
Alas
Delta
Unite
Blue
Con-
Sout
US
ental
AA
NW
Air
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US China Canada UK
India Mexico Puerto Rico Germany
Japan Italy Dominican Republic South Africa
lask
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Hispanic
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(3) Online Hotel Only Booking Sites Ranking
1 2 3
Intercontinental
Hilton Marriott Hotels
Monthly Visits 9,275,782 9,227,009 8,673,787
Visits Monthly Uniques 4,786,940 4,489,250 5,028,529
Avg. Visits per Unique 1.94 2.06 1.72
Audience
Traffic Regulars 34% 34% 31%
Composition
Addicts 0% 0% 0%
Share of Regulars 61% 61% 56%
Visits
Addicts 0% 2% 1%
Male 47% 46% 46%
Gender
Female 53% 54% 54%
White 84% 80% 87%
African American 8% 10% 6%
Ethnicity Asian 3% 3% 2%
Hispanic 4% 5% 4%
Other 1% 1% 1%
18-24 9% 8% 8%
25-34 22% 22% 21%
35-44 23% 23% 23%
Age
45-54 20% 20% 21%
Demographics
55-64 16% 17% 17%
65+ 10% 10% 10%
$0-$30K 8% 9% 9%
Household $30-$60K 26% 24% 28%
Income $60-$100K 38% 38% 38%
$100K+ 29% 29% 26%
Head of No College 34% 33% 38%
Household College 46% 46% 45%
Education Grad. School 19% 20% 16%
Children 6-17 No 70% 71% 69%
in Household Yes 30% 29% 31%
US 77.5% 79.2% 57.0%
China 2.3%
Canada 2.8% 2.8% 3.4%
Users - UK 3.3% 2.8% 9.8%
Origins & Country of India 1.1% 1.6%
Germany 1.1% 1.5%
(Top 5)
Japan 2.4%
France
Italy
Bookings X X X
Membership X X X
Social Networking
Site Characteristics Guides X X X
Special & Packages X X X
Last Minute Deals X X X
Ranking
4 5 6 7 8 9 10
Best
Choice Western Starwood Hyatt Radisson Wyndham Accorhotels Average
6,401,456 3,212,070 3,070,215 1,878,358 1,212,775 811,419 161,556 4,392,443
3,086,956 2,004,362 1,889,915 1,170,103 883,472 632,732 93,151 2,406,541
21.01%
2.07 1.60 1.62 1.61 1.37 1.28 1.73 1.70 19.75%
64% 72% 73% 74% 79% 79% 77% 71.9% 14.57%
36% 28% 27% 26% 21% 21% 23% 28.1%
0% 0% 0% 0% 0% 0% 0% 0.0% Hilton Mar
35% 48% 48% 49% 60% 60% 49% 46.8%
Best Western Star
64% 52% 51% 49% 40% 40% 51% 52.5%
Wyndham Acc
1% 0% 1% 2% 0% 0% 0% 0.7%
47% 46% 45% 44% 43% 43% 56% 46.3% 100.00%
53% 54% 55% 56% 57% 57% 44% 53.7%
90% 89% 79% 77% 85% 78% 71% 82.0% 80.00%
6% 4% 11% 10% 7% 12% 16% 9.0% 60.00%
1% 2% 4% 5% 2% 2% 4% 2.8%
3% 4% 5% 7% 5% 6% 7% 5.0% 40.00%
0% 1% 1% 1% 1% 1% 1% 0.9% 20.00%
7% 8% 10% 11% 9% 10% 6% 8.6%
17% 20% 23% 24% 23% 22% 18% 21.2% 0.00%
20% 21% 22% 24% 25% 23% 22% 22.6%
Hilto
Mar-
riott
19% 21% 19% 19% 20% 22% 23% 20.4%
n
19% 19% 15% 14% 15% 15% 19% 16.6%
16% 12% 9% 8% 8% 8% 13% 10.4%
10% 11% 9% 9% 9% 9% 12% 9.5% 100.00%
33% 31% 25% 25% 29% 27% 26% 27.4%
37% 35% 35% 37% 39% 39% 32% 36.8% 80.00%
20% 22% 30% 29% 23% 26% 31% 26.5% 60.00%
42% 42% 33% 34% 37% 37% 32% 36.2%
43% 43% 46% 46% 46% 45% 47% 45.3% 40.00%
15% 15% 20% 20% 16% 18% 21% 18.0% 20.00%
72% 70% 72% 71% 68% 70% 77% 71.0%
28% 30% 28% 29% 32% 30% 23% 29.0% 0.00%
86.9% 58.1% 60.2% 65.1% 54.0% 86.0% 5.4% 62.9%
Mar-
Hilton
riott
2.6% 2.5%
3.1% 5.8% 4.2% 3.1% 4.2% 2.8% 3.6%
18-24 25-34
1.5% 5.7% 3.1% 2.7% 6.5% 2.3% 8.2% 4.6%
1.5% 3.1% 5.0% 1.3% 2.3% 100.00%
0.6% 3.9% 3.9% 4.4% 16.9% 4.6%
80.00%
3.1% 2.8%
8.1% 21.3% 14.7% 60.00%
0.9% 6.5% 3.7% 40.00%
X X X X X X X
20.00%
X X X X X X X
0.00%
X X X X X X X
Hilton
Mar-
riott
X X X X X X X
X X X X X X X
No College
First
Second
Third
Fourth
Fifth
Monthly Monthly
Visits Uniques
(~44M) (~24M)
21.01% 18.65%
21.12% 0.37% 20.90% 19.89%0.39%
2.63%
19.75% 1.85%
2.76%
4.28% 12.83% 3.67%
7.85% 4.86%
14.57% 7.31% 6.99%
8.33%
Hilton Marriott Intercontinental Choice Hilton Marriott Intercontinental Choice
Hotels Hotels
Best Western Starwood Hyatt Radisson Best Western Starwood Hyatt Radisson
Wyndham Accorhotels Wyndham Accorhotels
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00%
0.00%
0.00%
corho
Hilto
West
Hyatt
Mar-
Choi
wood
son
Best
dis
Ra
riott
Star
ern
tels
ce
Ac-
Choi
ccor
Hilto
Mar-
woo
son
Star
n
Ra
dis
riott
tels
ho-
ce
A
d
n
White African American Asian Hispanic

Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
West
corho
Hyatt
Choic
Mar-
Wynd
Hilton
son
Hilto
corho
West
Hyatt
wood
Mar-
Choi
wood
son
Best
Ra
dis
riott
Star-
dis
Best
Ra
riott
ham
Star
ern
tels
Ac-
ern
tels
ce
Ac-
n
e
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
corho-
corho-
Choic
Choic
Wynd
Wynd
Hilton
disson
Hilton
disson
Hyatt
Hyatt
wood
wood
West
West
Star-
Star-
Mar-
Mar-
Best
ham
ham
Best
riott
riott
tels
tels
ern
ern
Ac-
Ac-
Ra-
Ra-
e
No College College Grad. School No Yes
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Hilton
Choice
Wyndh
Hyatt
disson
corho-
tinent-
wood
West
al Ho-
Star-
Mar-
Best
Inter-
riott
con-
ern
tels
Ra-
Ac-
tels
am
US China Canada UK India Germany

Japan France Italy
0.00%
20.00%
40.00%
60.00%
US
Japan
Hilton
Mar-
China
riott
France
Inter-
con-
tinent-
al Ho-
Italy
tels
Canada
Choice
Best
West
UK
ern
Star-
wood
India
Hyatt
Ra-
disson
Wyndh
Germany
am
Ac-
corho-
tels
Hyatt
ntal
Ra Ra
Ra- dis dis
$100K+
disson Ra- son son
disson
Choice
7.85% 4.86%
Radisson
Wyndh Wynd
19.89%0.39%
3.67%
2.63%
Germany
Hispanic
am ham Ac- Ac-
corho corho
Ac- Ac- tels tels
corho- corho-
tels tels
Ra-
disson
Wyndh
Germany
am
Ac-
corho-
tels
• The top 10 hotels websites attract about 44 million visitors and 24 Monthly Vi
million unique visitors per month. Overall top 10 Hotel websites 21.01%
attract160 million fewer visitors, and 60 million fewer uniques per
month than Consolidator websites. 19.75%
• Even more so than Consolidators and Airlines, the top 4 hotel chains
dominate the percentage of visitors who visit hotel websites: Hilton, 14.57%
Marriott, Intercontinental, and Choice hotels attract 33 million visitors
Hilton Marriott
(75% of total) and 17 million uniques (72% of total). In case of hotels,
there is a strong correlation between the size of the hotel chain and Best Western Starwood
traffic levels. In this case, the 4 chains with the most locations have Wyndham Accorhotels
the highest traffic levels.
100.00%
• In addition to the number of hotels, the 2nd factor that impacts the
80.00%
traffic is customer loyalty, although the impact of loyalty is
significantly less than that of Consolidators and Airlines. In the case of
60.00%
hotels, the top 4 chains average 1.94 visits per visitor, while the
bottom 6 average 1.54 visits per visitor. However, overall loyalty to 40.00%
the hotel sites is significantly less than that of Consolidators and
Airlines (1.75 vs. 3.15 for airlines & 1.75 vs 2.09 for consolidators), 20.00%
This is at least partially due to the fact that no single hotel chain
enjoys the type of monopoly that airlines enjoy in their hub markets. 0.00%
Hilto
Choi
Mar-
riott
ce
• The above observation is reinforced by the fact that almost none of
n
the visitors to the hotel sites can be considered addicts; that is in stark Male
contrast to the Airlines sites, where almost 3% of visitors are classified
as addicts. 100.00%
• As was the case with the Consolidators and Airlines, there is not a 80.00%
noticeable difference in the demographics of the visitors among the
60.00%
Hotel sites. The main exception to this rule is that of AccorHotels,
which is attracted by more men, more people who are non-Caucasian,
40.00%
and are slightly older than the other chains. In general though, the
Hotel site visitors are slightly less wealthy and have lower college 20.00%
education levels than airline sites.
0.00%
• Unlike Consolidator and Airline sites, the visitors to the Hotel sites
Hilt
hoic
on
are not overwhelmingly from the US (62% vs. 85% for airlines and 78%
C
for consolidators). This is impacted significantly by AccorHotels, 18-24 25-34 35-44
where only 5% of visitors are from US, but even without that outlier,
the average US user percentage is about 64%, still significantly less 100.00%
than Airlines and Consolidators.
80.00%
• There are very few distinguishing characteristics between the top 10
sites in terms of services offered.
60.00%
• Similar to Consolidators and Airlines, there is a distinct seasonality in
traveling, with a higher number of trips in summer than winter time 40.00%
that affects all the sites.
20.00%
during the year, with consistent ranking and patterns across all sites.
0.00%
hoic
Hilt
on
C
80.00%
sites in terms of services offered.
60.00%
• Similar to Consolidators and Airlines, there is a distinct seasonality in
traveling, with a higher number of trips in summer than winter time 40.00%
that affects all the sites.
20.00%
during the year, with consistent ranking and patterns across all sites.
0.00%
hoic
Hilt
on
C
No College Colle
TRENDS
DEMOGRAPHICS
21.01% 18.65%
21.12% 19.89%
0.37% 20.90% 0.39%
2.63%
3.67%
19.75% 1.85%
2.76% 4.86%
4.28%
6.99%
12.83% 8.33% 7.85%
14.57% 7.31%
Hilton Marriott Intercontinental
Hilton Marriott Intercontinental Choice Hotels
Hotels Choice Best Western Starwood
Best Western Starwood Hyatt Radisson Hyatt Radisson Wyndham
Wyndham Accorhotels Accorhotels
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00% 0.00%
Ch
son
rho-
oic
Hilt
wo
cco
tels
od
Ra
on
dis
St
ar
e
0.00%
A
Hilto
Choi
Mar-
Star
woo
son
ccor
Ra
dis
tels
riott
ho-
White African Amer- Asian Hispanic

ce
A
d
n
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
adis
rho-
woo
Hilt
hoic
Star
rho-
Hilt
son
oic
Ch
wo
cco
tels
son
cco
tels
on
od
dis
on
Ra
St
ar
e
R
A
C
A
e
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
adis
rho-
hoic
Hilt
woo
Star
rho-
son
oic
Hilt
Ch
wo
cco
tels
son
cco
tels
on
od
dis
Ra
on
St
ar
e
R
A
C
A
e
d
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
adis
rho-
hoic
Hilt
woo
Star
rho-
son
oic
Hilt
Ch
wo
cco
tels
son
cco
tels
on
od
dis
Ra
on
St
ar
e
R
A
C
A
e
d
USER ORIGINATION
100.00%
89% 80.00%
0.39%
2.63%
3.67%
4.86%
60.00%
nental 40.00%
m 20.00%
0.00%
Choi
Mar-
Hyatt
West
Hilto
son
ccor
Best
Ra
dis
riott
tels
ho-
ern
ce
A
n
US China Canada UK India Germany Japan

France Italy
son
rho-
cco
tels
dis
Hispanic
rho-
son
cco
tels
dis
00K+
rho-
son
cco
tels
dis
A
dis
son
A
cco
rho-
tels
(4) Online Car Rental Only Sites Ranking
1 2 3 4
Enterprise Budget Avis Hertz
Monthly Visits 5,644,407 5,397,666 3,825,220 3,405,750
Passers-by 65% 64% 70% 65%
Traffic
Composition
Addicts 0% 0% 0% 0%
Passers-by 41% 38% 44% 40%
Visits
Addicts 0% 1% 0% 0%
Male 45% 47% 48% 47%
Gender
Female 55% 53% 52% 53%
White 70% 72% 73% 74%
Other 2% 2% 2% 2%
18-24 13% 9% 10% 10%
25-34 23% 22% 22% 22%
35-44 20% 20% 21% 21%
Age 45-54 19% 18% 19% 20%
Demographics 55-64 16% 18% 18% 18%
65+ 9% 13% 10% 9%
$0-$30K 13% 12% 11% 11%
Household $30-$60K 31% 29% 28% 28%
Income $60-$100K 34% 34% 35% 35%
$100K+ 22% 25% 26% 26%
Children 6-17 No 72% 73% 73% 73%
US 90.5% 87.1% 76.3% 77.6%
Canada 4.5% 4.1% 4.9% 2.5%
UK 1.8% 1.1% 2.4% 2.1%
India 0.2% 0.6%
Germany 0.8% 1.2%
Users -
Australia 0.5% 5.1%
Spain 1.6%
Italy 1.5%
(Top 5)
Mexico
Puerto Rico
Guatemala
Thailand
Brazil
Bookings X X X X
Membership X X X X
Site Characteristics Social Networking
Guides X X X X
Last Minute Deals X X X X
Ranking
5 6 7 8 9 10
Alamo Thrifty Dollar National Advantage Payless Average
2,799,715 1,249,467 1,240,211 909,072 238,052 140,011 2,484,957
1,369,511 664,517 668,296 574,094 162,364 88,999 1,378,039
2.04 1.88 1.86 1.58 1.47 1.57 1.75
64% 66% 66% 76% 77% 71% 68.4%
36% 34% 34% 24% 23% 29% 31.6%
0% 0% 0% 0% 0% 0% 0.0%
37% 39% 39% 51% 56% 51% 43.6%
62% 59% 61% 49% 44% 49% 56.0%
1% 2% 0% 0% 0% 0% 0.4%
49% 49% 49% 51% 49% 51% 48.5%
51% 51% 51% 49% 51% 49% 51.5%
77% 72% 69% 77% 73% 69% 72.6%
12% 15% 14% 13% 12% 12% 13.7%
4% 4% 6% 3% 3% 7% 4.3%
5% 7% 9% 6% 10% 10% 7.5%
2% 2% 2% 1% 2% 2% 1.9%
8% 7% 9% 6% 9% 9% 9.0%
19% 20% 20% 18% 23% 20% 20.9%
19% 20% 20% 21% 20% 20% 20.2%
19% 21% 21% 21% 21% 20% 19.9%
20% 20% 20% 22% 19% 19% 19.0%
15% 12% 10% 12% 8% 12% 11.0%
10% 10% 11% 9% 12% 13% 11.2%
27% 28% 29% 25% 28% 29% 28.2%
36% 36% 35% 36% 34% 31% 34.6%
27% 26% 25% 30% 26% 27% 26.0%
38% 38% 39% 35% 34% 36% 37.0%
44% 45% 43% 45% 46% 44% 44.5%
18% 17% 18% 20% 20% 20% 18.5%
76% 74% 73% 74% 74% 75% 73.7%
24% 26% 27% 26% 26% 25% 26.3%
80.1% 83.5% 83.5% 83.4% 80.8% 87.4% 83.0%
2.8% 7.6% 3.8% 4.8% 4.4%
2.4% 0.6% 1.7% 1.3% 1.7%
1.0% 2.0% 1.0%
2.3% 0.9% 1.0% 1.2% 2.7% 1.4%
0.7% 2.1%
1.6%
1.5%
1.6% 0.7% 0.5% 1.1% 1.0%
0.4% 0.4%
0.2% 0.2%
0.4% 0.4%
0.3% 0.3%
X X X X X X
X X X X X X
X X X X X X
X X X X X X
First
Second
Third
Fourth
Fifth
• The top 10 hotels websites attract about 180 million fewer visitors Monthly Vis
per month when compared to Consolidator websites (204 million for 21.72%
consolidators vs. 24 million for hotels). As is obvious from the above
analysis then, the top 10 Consolidator sites have more visitors per 15.39%
month than the top 10 airlines, hotels, and car rental sites combined,
making them far more important on the online travel marketplace
than any other group. The primary reason for their importance is that
they take advantage of the power of the Internet by giving visitors 13.71%
multiple choices along a number of categories.
Enterprise Budget Av
• Please note that in all these cases, Consolidator sites are not the Thrifty Dollar Na
same as referral sites, such as Kayak, Sidestep or Travelzoo. These
sites, although very popular, do not allow for booking on the sites 100.00%
themselves, but rather act merely as a place where visitors can
80.00%
compare prices across Consolidators, Airlines, Hotels and Car Rental
company sites. The Consolidator sites also do not include search
60.00%
engines, such as Google Travel or Yahoo Travel.
40.00%
• Similar to the other categories, the top 5 car rental sites dominate
the percentage of visitors who visit these websites: Enterprise, 20.00%
Budget, Avis, Hertz, and Alamo attract 33 million visitors (88% of total)
and 17 million uniques (79% of total). 0.00%
Avis
nter
Hert
pris
• Unlike hotels and airlines, customer loyalty does not seem to play a
e
key role in traffic patterns between the top and bottom 5 sites. The Male
average visits per visitor for the top 5 is 1.83, and for the bottom 5 is
1.67. Furthermore, loyalty to car rental sites is also significantly less 100.00%
than that of the other three categories.
80.00%
• Although demographic differences between the sites is more
60.00%
pronounced than those between the other 3 travel categories, the
differences are still not significant to merit analysis. Certain sites do
40.00%
attract more men than women, have lower Caucasian visitors ratios,
and have higher education levels, but overall the similarities far 20.00%
outweigh the differences.
0.00%
• Similar to Consolidator and Airline sites, the visitors to the Car Rental
Avis
ertz
nter
pris
sites are overwhelmingly from the US (83% vs. 85% for airlines and
H
E
78% for consolidators). Furthermore, there is no discernable 18-24 25-34 35-44

difference in this category between the top and bottom 5 sites, all
attracting about 80+% of their visitors from the US. However, there is 100.00%
a difference in the 3-5 origination countries between the top and
bottom 5 countries. The bottom 5 sites have visitors from countries 80.00%
outside the large triad of Germany, UK and Canada, which is where the
visitors to the top 5 websites originate from.
60.00%
sites in terms of services offered. 40.00%
• Similar to other travel categories, there is a distinct seasonality in 20.00%

traveling, with a higher number of trips in summer than winter time
that affects all the sites. For most parts, the traffic levels for all the
sites remain quite stable during the year, with consistent ranking and 0.00%
Avis
nter
Hert
pris
patterns across all sites.

E
z
80.00%
outside the large triad of Germany, UK and Canada, which is where the
visitors to the top 5 websites originate from.
60.00%
sites in terms of services offered. 40.00%
• Similar to other travel categories, there is a distinct seasonality in 20.00%

traveling, with a higher number of trips in summer than winter time
that affects all the sites. For most parts, the traffic levels for all the
sites remain quite stable during the year, with consistent ranking and 0.00%
Avis
nter
Hert
pris
patterns across all sites.
z
No College Colle
TRENDS
DEMOGRAPHICS
21.72% 20.90%
22.71% 23.66%
15.39% 0.56%
0.96% 15.85% 0.65%
1.18%
3.66% 4.17%
4.99% 4.85%
13.71% 5.03% 4.82%

11.27% 13.99% 9.94%
Enterprise Budget Avis Hertz Alamo Enterprise Budget Avis Hertz Alamo
Thrifty Dollar National Advantage Payless Thrifty Dollar National Advantage Payless
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00% 0.00%
yle
ol-
lar
am
Pa
Av
En
ter
ss
pri
D
se
is
Al
0.00%
o
Avis
nter
Hert
Dol-
van
Thri
pris
tag
Ad
fty
lar

E
e
e
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Avis
ertz
nter
Dol-
Thri
ertz
nter
Dol-
Thri
Av
van
van
pris
pris
tag
tag
Ad
is
Ad
fty
fty
lar
lar
H
H
E
E
e
e
e
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Avis
nter
Dol-
Hert
Thri
ertz
nter
Dol-
Thri
van
Av
pris
van
pris
tag
tag
Ad
Ad
is
fty
fty
lar
lar
H
E
E
e
e
e
e
z
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Avis
nter
Dol-
Hert
Thri
ertz
nter
Dol-
Thri
van
Av
pris
van
pris
tag
tag
Ad
Ad
is
fty
fty
lar
lar
H
E
E
e
e
e
e
z

USER ORIGINATION
100.00%
6% 80.00%
0.65%
1.18%
4.17%
4.85% 60.00%
40.00%
2%
20.00%
Alamo
Payless 0.00%
Avis
lamo
terpr
dvan
Dol-
Hert
Thrif
tage
En-
lar
ise
ty
z
A
A
US Canada UK India Germany Australia
Spain Italy Mexico Puerto Rico Guatemala Thailand
Brazil
yle
Pa
ss
Hispanic
van
tag
Ad
00K+
van
tag
Ad
e
Ad
van
tag
e
(5) Online Restaurant Booking Sites Ranking
1 2 3 4
restaurant OpenTable Zagat RestaurantRow

Monthly Visits 1,921,675 1,159,378 194,128 38,983
Visits Monthly Uniques 1,111,444 732,279 137,242 25,681
Passers-by 72% 77% 81% 93%
Audience
Traffic Regulars 28% 23% 19% 7%
Composition
Addicts 0% 0% 0% 0%
Passers-by 45% 52% 61% 82%
Visits
Addicts 0% 4% 0% 0%
Male 41% 41% 43% 43%
Gender
Female 59% 59% 57% 57%
White 91% 79% 82% 85%
Other 0% 1% 1% 1%
18-24 6% 12% 8% 13%
25-34 19% 27% 22% 22%
35-44 20% 21% 19% 18%
Age
45-54 19% 15% 17% 19%
Demographics
55-64 21% 15% 19% 16%
65+ 15% 10% 15% 12%
$0-$30K 11% 8% 8% 14%
Household $30-$60K 32% 21% 19% 28%
Income $60-$100K 35% 36% 29% 32%
$100K+ 22% 35% 44% 26%
Children 6-17 No 76% 79% 80% 77%
US 97.1% 93.4% 88.9% 89.7%
China 1.5% 4.8%
Canada 0.7% 2.2% 1.2% 1.3%
Users - UK 0.5% 1.5% 2.3%
India 0.2% 1.2%
Australia 0.3% 0.7%
(Top 5)
Germany 0.6%
Japan 0.4%
Austria 1.4%
Bookings X X X X
Membership
Social Networking X X X X
Reviews X X X X
Menus X X X X
Guides X X X X
Ranking
5 6 7 8
CulinaryM Monthly
iseatz DinnerBroker enus RestaurantReservations Average Visits
19,126 12,778 8,734 1,268 419,509 (~3.3M)
12,139 7,429 3,647 899 253,845 57.26%
1.58 1.72 2.39 1.41 1.67
92% 81% 93% 78% 83.4%
8% 19% 7% 22% 16.6% 34.55%
0% 0% 0% 0% 0.0%
85% 67% 88% 49% 66.1% restaurant OpenTable Zagat Res
15% 33% 12% 45% 32.8% iseatz DinnerBroker CulinaryMenus Res
serv
0% 0% 0% 5% 1.1%
41% 47% 36% 49% 42.6% 100.00%
59% 53% 64% 51% 57.4%
81% 88% 87% 81% 84.3% 80.00%
9% 5% 6% 8% 6.5% 60.00%
3% 3% 2% 4% 3.6%
40.00%
5% 3% 2% 6% 4.4%
2% 1% 3% 1% 1.3% 20.00%
4% 7% 6% 14% 8.8% 0.00%
14% 20% 19% 22% 20.6%
iseatz
Broker
OpenT
taurant
tRow
Zagat
Res-
taur-
12% 23% 23% 21% 19.6%
an-
Din-
ner-
able
res-
18% 18% 24% 19% 18.6%
28% 18% 14% 15% 18.3%
Male Female
24% 14% 14% 9% 14.1%
16% 11% 13% 14% 11.9% 100.00%
30% 21% 36% 32% 27.4%
80.00%
31% 37% 36% 32% 33.5%
23% 31% 14% 22% 27.1% 60.00%
36% 41% 42% 40% 36.3%
40.00%
44% 40% 38% 43% 43.1%
20% 19% 20% 17% 20.6% 20.00%
84% 80% 75% 70% 77.6% 0.00%
16% 20% 25% 30% 22.4%
antRow
taurant
iseatz
Zagat
Broker
OpenT
97.4% 94.7% 96.2% 84.8% 92.8%
Din-
ner-
able
Res-
taur-
2.8% 3.0% res-
1.9% 2.8% 0.4% 2.3% 1.6%
18-24 25-34 35-44 45-54 55-64 65+
0.3% 0.1% 0.5% 1.3% 0.9%
0.1% 0.1% 0.1% 0.3% 100.00%
0.1% 0.1% 0.3%
80.00%
0.1% 0.4%
0.9% 0.7% 60.00%
1.4% 40.00%
X X X X 20.00%
0.00%
X X X X antRow
Zagat
iseatz
OpenT
taurant
X X X X
Broker
Res-
taur-
Din-
able
ner-
res-
X X X X
X X X X
No College College Grad. School
First
Second
Third
Fourth
Fifth
Monthly Monthly
Visits Uniques
(~3.3M) (~2M)
57.26% 54.73%
0.26%
0.04%
0.38%
0.57%
1.16%
5.78% 0.04%
0.18%
0.37%
0.60%
1.26%
6.76%
34.55% 36.06%
OpenTable Zagat RestaurantRow restaurant OpenTable Zagat RestaurantRow

DinnerBroker CulinaryMenus RestaurantRe- iseatz DinnerBroker CulinaryMenus Restaur-
servations antReserva-
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
iseatz
taurant
tRow
Zagat
Broker
Menus
OpenT
Res-
taur-
Culin-
an-
Din-
ner-
able
iseatz
Menus
ary-
Broker
tRow
Zagat
res-
Res-
taur-
Culin-
an-
Din-
ner-
able
ary-

Male Female Other
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
antRow
iseatz
Zagat
Broker
Menus
tRow
taurant
iseatz
Zagat
Broker
Menus
Culin-
OpenT
Res-
taur-
Culin-
Din-
ner-
an-
able
Res-
taur-
ary-
Din-
ner-
able
ary-
res-
25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
antRow
Menus
Zagat
iseatz
antRow
OpenT
Broker
iseatz
Menus
Zagat
taurant
serva-
Broker
Culin-
Culin-
tions
Res-
taur-
tRe-
Din-
ner-
able
Res-
taur-
Res-
ary-
taur-
Din-
ary-
able
ner-
res-
an-
College College Grad. School No Yes
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Zagat
iseatz
Menus
Culin-
taurant
OpenT
Broker
antRow
antRe-
serva-
ary-
Din-
able
ner-
res-
Res-
Res-
tions
taur-
taur-
US China Canada UK India Australia

Germany Japan Austria
US
0.00%
20.00%
40.00%
Germany
res-
taurant
China
Japan
OpenT
able
Zagat
Austria
Canada
Res-
UK
taur-
antRow
iseatz
India
Din-
ner-
Broker
Culin-
ary-
Australia
Menus
Res-
taur-
antRe-
serva-
tions
• The online restaurant reservations industry is not nearly as Monthly Vis
developed as the other travel-related industries discussed so far, and 57.26%
there are in fact only 2 sites with any type of traffic volumes that
approach sites discussed above: restaurant.com and OpenTable.com.
• There are a number of reasons for this, among them:
o Restaurants are for most part local establishments that do not 34.55%
require the restaurant OpenTable
global reach of Internet. iseatz DinnerBroker
o The price point for restaurant dining is lower than that of other
travel-related 100.00%
activities, making the overhead associated with centralized
80.00%
booking systems
($1/reservation) less attractive. 60.00%
o The large restaurant chains have their own online reservation 40.00%
systems,
making the need for an independent centralized booking site less 20.00%
appealing.
0.00%
Table
Open
Zagat
o Only a few major cities in the world have the type of
Res-
res-
taur
ant
restaurants that have
the brand recognition that could take advantage of the marketing Male
power of an
online reservation systems. 100.00%
• Having said that, the top two sites account for 80% of traffic to all 8 80.00%
sites. In fact, past the top two, the traffic drops dramatically.
60.00%
• The primary drivers behind the traffic for these two sites are their 40.00%
underlying number of restaurants they represent (OpenTable) and
breath of additional information and their brand name 20.00%
(Restaurant.com). Brand loyalty plays a very small role as an overall
traffic driver, with 0% addict visitor, and visits/visitor ratios of less 0.00%
than 2 across all sites with the possible exception of
gat
taur
Za
res-
ant
CulinaryMenus.com
18-24 25-34 35-44
• There is very little in difference in the demographic make up of the
visitors to these sites, and they are all dominated by visitors from US, 100.00%
where over 92% of all visitors are from the US.
80.00%
• In an anomalous trend, the yearly trends are very choppy for some
of the larger sites (restaurant.com), and much more stable for the
60.00%
smaller sites. Overall, OpenTable has shown a steady increase in
visitors, which is directly related to the number of restaurants they
serve. 40.00%
20.00%
0.00%
gat
taur
Za
res-
ant
• In an anomalous trend, the yearly trends are very choppy for some
of the larger sites (restaurant.com), and much more stable for the
60.00%
smaller sites. Overall, OpenTable has shown a steady increase in
visitors, which is directly related to the number of restaurants they
serve. 40.00%
20.00%
0.00%
gat
taur
Za
res-
ant
No College Colle
TRENDS
DEMOGRAPHICS
Monthly Visits: ~4.1M Monthly Uniques: ~14M
57.26% 54.73%
0.04%
0.26%
0.38%
0.57% 0.04%
0.18%
0.37%
0.60%
1.26%
1.16%
5.78% 6.76%
36.06%
34.55%
restaurant OpenTable Zagat
restaurant OpenTable Zagat RestaurantRow RestaurantRow iseatz DinnerBroker
iseatz DinnerBroker CulinaryMenus Restaur- CulinaryMenus Restaur-
antReserva- antReserva-
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00% 0.00%
Men
res-
taur
nary
agat
iseat
Culi
ant
0.00%
us
Z
z
Table
Broke
tRow
Open
iseatz
Zagat
Res-
tions
Res-
taur-
tRe-
res-
taur
ser-
taur
ant
an-
Din-
va-
ner-
an-

r
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
iseat
Culin
gat
taur
iseat
Men
agat
nary
res-
taur
Za
Men
res-
Culi
ant
ary-
ant
us
us
Z
z
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
iseat
Culin
gat
taur
iseat
Men
agat
nary
res-
taur
Men
Za
res-
Culi
ant
ary-
ant
us
us
Z
z
z
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
iseat
Culin
gat
taur
iseat
Men
agat
nary
res-
taur
Men
Za
res-
Culi
ant
ary-
ant
us
us
Z
z
z
USER ORIGINATION
100.00%
80.00%
0.04%
0.18%
0.37%
0.60%
1.26%
6.76%
60.00%
40.00%
roker 20.00%
0.00%
Menus
Broker
iseatz
Zagat
Table
tRow
Open
Res-
taur-
taur
res-
Culin-
ant
an-
Din-
ner-
ary-
US China Canada UK India Australia Germany
Japan Austria
Men
nary
us
Hispanic
Men
nary
us
00K+
Men
nary
us
nary
Men
us
(7) Online Social Networking Sites Ranking
1 2 3 4
MySpace Facebook Flickr Hi5
Monthly Visits 2,321,964,417 1,060,434,100 60,347,904 30,629,072
Passers-by 23% 32% 69% 35%
Traffic
Composition
Addicts 19% 12% 1% 13%
Passers-by 1% 3% 28% 2%
Visits
Addicts 73% 63% 25% 74%
Male 42% 45% 54% 45%
Gender
Female 58% 55% 46% 55%
White 70% 74% 80% 42%
Hispanic 14% 5% 8% 21%
Other 2% 2% 1% 1%
18-24 38% 52% 19% 36%
25-34 22% 13% 23% 25%
35-44 18% 12% 21% 19%
Age 45-54 13% 11% 19% 13%
Demographics 55-64 6% 8% 12% 5%
65+ 3% 4% 6% 2%
$0-$30K 17% 12% 16% 26%
Household $30-$60K 33% 30% 33% 37%
Income $60-$100K 30% 35% 30% 23%
$100K+ 20% 23% 21% 14%
Children 6-17 No 46% 41% 65% 48%
US 66.5% 41.3% 38.4% 6.4%
China
Canada 7.5%
UK 4.2% 9.6% 4.9%
India 3.6%
Germany 3.5% 5.0%
Mexico 2.4% 13.0%
Italy 2.3% 3.1%
Turkey 3.5%
South Africa 3.1%
Thailand 14.2%
Users - Peru 5.9%
Origins & Country of Portugal 5.7%
Destinations Origins Indonesia
(Top 5) Phillipines
Malaysia
Singapore
Egypt
Iran
Brazil
Pakistan
Japan
Argentina
Spain
Chile
Bookings
Membership
Social Networking X X X X
Guides
Flexible Travel
Last Minute Deals
Ranking
5 6 7 8 9 10
Friendster Tagged Orkut LinkedIn multiply fotolog Average Monthly
22,173,172 18,933,338 15,508,012 8,081,349 5,577,365 2,130,713 354,577,944 Visits
1,300,847 5,026,441 392,729 4,378,811 794,972 901,592 11,889,881 (~3.5B)
17.05 3.77 39.49 1.85 7.02 2.36 15.91 65.49%
49% 58% 29% 79% 73% 31% 47.8%
44% 39% 56% 20% 25% 52% 43.2%
6% 2% 14% 0% 2% 17% 8.6%
6% 14% 2% 49% 19% 2% 12.6%
MySpace Facebook Flickr H
39% 46% 29% 43% 29% 20% 33.7%
Orkut LinkedIn multiply fo
55% 40% 69% 8% 52% 78% 53.7%
49% 36% 52% 48% 49% 52% 47.2% 100.00%
51% 64% 48% 52% 51% 48% 52.8%
39% 43% 45% 80% 70% 59% 60.2% 80.00%
4% 38% 5% 8% 5% 6% 12.6% 60.00%
50% 3% 27% 6% 19% 6% 13.1%
5% 15% 18% 5% 5% 28% 12.4% 40.00%
2% 1% 5% 1% 1% 1% 1.7% 20.00%
26% 42% 28% 9% 21% 35% 30.6%
39% 21% 33% 28% 20% 23% 24.7% 0.00%
16% 16% 20% 24% 21% 18% 18.5%
Frie
Hi5
Flick
ace
nd-
My
Sp
10% 12% 10% 19% 18% 14% 13.9%
r
6% 6% 6% 13% 12% 6% 8.0%
Male Fe
3% 3% 3% 7% 8% 4% 4.3%
23% 22% 23% 11% 21% 27% 19.8% 100.00%
33% 42% 35% 23% 33% 36% 33.5%
27% 24% 25% 35% 28% 22% 27.9% 80.00%
17% 12% 17% 31% 18% 15% 18.8% 60.00%
30% 58% 36% 24% 42% 52% 43.6%
54% 34% 39% 48% 42% 35% 40.9% 40.00%
16% 8% 25% 28% 16% 13% 15.5% 20.00%
70% 43% 69% 76% 69% 54% 58.1%
30% 57% 31% 24% 31% 46% 41.9% 0.00%
Face
8.8% 16.0% 4.3% 62.2% 20.5% 29.4%
Flickr
MySp
Hi5
book
Frien
dster
ace
7.2% 3.6% 5.4%
7.5%
18-24 25-34 35-44 4
5.3% 6.0%
8.5% 38.3% 5.1% 13.9%
100.00%
2.6% 3.7%
11.7% 9.0%
2.7% 80.00%
3.5%
3.1% 60.00%
5.8% 10.0%
5.9%
5.7% 40.00%
34.9% 23.4% 29.2%
18.8% 12.9% 15.9% 20.00%
11.8% 11.8%
5.3% 5.3%
0.00%
5.5% 5.5%
ySpa
Face
Hi5
Frien
Flick
book
5.1% 5.1%
ce
M
44.4% 3.9% 11.9% 20.1%

3.2% 3.2% No College College
2.0% 2.0%
26.0% 26.0%
22.0% 22.0%
16.7% 16.7%
X X X X X X
First
Second
Third
Fourth
Fifth
Monthly Monthly
Visits Uniques
(~3.5B) (~118M)
65.49% 40.09%
0.06%
0.16%
0.44%
0.23%
0.53%
0.63%
0.86%
1.70% 0.76%
0.67%
3.68%
29.66% 0.33%
4.23%
1.09%
4.83%
29.91% 14.66%
Space Facebook Flickr Hi5 Friendster Tagged MySpace Facebook Flickr Hi5 Friendster Tagged
kut LinkedIn multiply fotolog Orkut LinkedIn multiply fotolog
% 100.00%
% 80.00%
60.00%
%
40.00%
%
20.00%
%
0.00%
%
Face
ySpa
Linke
Orkut
Hi5
Frien
mul-
foto-
Flickr
Tagg
book
dster
tiply
log
dIn
ce
ed
Frie
mul-
foto-
rkut
Hi5
Flick
edIn
ster
ace
Link
M
tiply
nd-
My
Sp
log
O
r

Male Female Other
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Face
Linke
Flickr
Orkut
MySp
Hi5
mul-
foto-
Tagg
book
Frien
dster
tiply
ySpa
Face
Linke
Orkut
Flickr
mul-
foto-
Tagg
Hi5
Frien
book
dster
tiply
log
log
ace
dIn
ed
dIn
ed
ce
M
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
% 100.00%
% 80.00%
% 60.00%
% 40.00%
% 20.00%
% 0.00%
ySpa
Face
Hi5
Frien
Tagg
Orku
edIn
Flick
dster
mul-
foto-
ySpa
Face
book
Link
Tagg
Hi5
Frien
edIn
Orku
Flick
dster
mul-
foto-
book
Link
tiply
tiply
log
log
ce
ed
ed
ce
M
M
r
r
t

100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
rkut
edIn
mul-
foto-
Hi5
Frie
Flick
ace
ster
Link
tiply
nd-
My
Sp
log
O
r
US China Canada UK India
Germany Mexico Italy Turkey South Africa
Thailand Peru Portugal Indonesia Phillipines
Malaysia Singapore Egypt Iran Brazil
Pakistan Japan Argentina Spain Chile
ANALYSIS
• Social Networking sites are some of the most popular sites on the Internet,
and their growing popularity has resulted in an explosion in their numbers. 65.49%
Although even the smallest of these 10 sites have traffic numbers that dwarf
some of the larger travel sites in this analysis, they are nonetheless extremely
small when compared to the two biggest social networking sites under
analysis: MySpace and Facebook, which are by some estimates in the top 5-10
sites of all Internet sites, attract over 2 billion visitors a month in the case of
MySpace, and over 1 billion in the case of FaceBook. Combined, these two
sites receive over 95% of all visitors of the top 10 Social Networking sites.
MySpace Fac
• The most important reason for their huge traffic numbers is customer loyalty. Tagged Ork
MySpace has a visits per visitor ratio of over 48, Facebook’s is 30. Orkut, a
hugely popular SN site in Brazil that is run by Google has a very large ratio of 100.00%
39, while the next closest site in terms of customer loyalty is Friendster at 17.
80.00%
The remaining sites average about 3.97 visits per visitor, which is very good
compared to Travel related sites, but significantly less than the four mentioned
60.00%
about.
40.00%
• This loyalty is also reflected in the percentage of traffic that comes from
addicts: 20.00%
o For the top 10 sites, the addict volume make up 54% of all traffic;
o For the top 5 the addict average is 58%, 0.00%
o For the top 2, the average is 63%; and
ace
My
Sp
o For mySpace, it is an amazing 73%.
• Unlike the travel and restaurant sites, the demographics of Social Network
sites do differ from each other, which is reflective of their core strategy and 100.00%
audience. Social Network sites are by definition driven by commonality among
their visitors, and the sites tailor their sites to attract certain demographic 80.00%
groups; for example:
60.00%
o MySpace: Younger, more media savvy, less college educated (because
40.00%
of age),
and more Caucasian. 20.00%
o Facebook: Originally a social network sites for college students, this is
reflected in a demographic characteristics that is slightly older than 0.00%
MySpace,
Spa
My
ce
more college educated, and more wealthy.
o LinkedIn: A professional networking site, their demographic 18-24 2
characteristic is
much older than the top 2 sites, more wealthy, more college educated, 100.00%
and less
ethnically diverse. 80.00%
• The demographic differences are also reflected in the visitor origination

patterns. Unlike the travel sites, the visitors for the top 10 social network sites 60.00%
are not dominated by the US. However, it is important to point that for the top
3 sites, the US’ share of visitors is the largest of all representative countries, 40.00%
representing 66%, 43%, and 38% of all visitors for MySpace, Facebook, and
Flickr respectively. However, these percentages are still much lower than those 20.00%
associated with Travel sites.
• Of the remaining 7 sites, the top origination country is quite diverse: Thailand 0.00%
Spa
for Hi5; Indonesia for Friendster; US for Tagged; Brazil for Orkut; Indonesia for
My
ce
Multiply; Argentina for Fotolog. Furthermore, there are also a very diverse
80.00%
• The demographic differences are also reflected in the visitor origination

patterns. Unlike the travel sites, the visitors for the top 10 social network sites 60.00%
are not dominated by the US. However, it is important to point that for the top
3 sites, the US’ share of visitors is the largest of all representative countries, 40.00%
representing 66%, 43%, and 38% of all visitors for MySpace, Facebook, and
Flickr respectively. However, these percentages are still much lower than those 20.00%
associated with Travel sites.
• Of the remaining 7 sites, the top origination country is quite diverse: Thailand 0.00%
Spa
for Hi5; Indonesia for Friendster; US for Tagged; Brazil for Orkut; Indonesia for
My
ce
Multiply; Argentina for Fotolog. Furthermore, there are also a very diverse
group of countries that round out the top 5 for these sites. No Colle
• In terms of trends, all the major sites have held their own during the course
TRENDS
of the year. The two major exception being LinkedIn which saw a significant
jump in July 2007, and Tagged, which experienced a dramatic drop in the same
period.
DEMOGRAPHICS
Monthly Visits: ~3.5B Monthly Uniques: ~110M
65.49% 40.09%
0.06%
0.16%
0.23%
0.44%
0.53%
0.63%
0.86%
1.70% 0.76%
0.67%
3.68%
29.66% 0.33%
4.23%
1.09%
4.83%
29.91% 14.66%
MySpace Facebook Flickr Hi5 Friendster MySpace Facebook Flickr Hi5 Friendster
Tagged Orkut LinkedIn multiply fotolog Tagged Orkut LinkedIn multiply fotolog
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00%
0.00%
edI
gge
ace
Hi5
olo
Flic
ink
My
Sp
ot
Ta
kr
0.00%
g
L
n
f
d
Frie
Hi5
edIn
Flick
rkut
ster
mul-
foto-
Link
ace
tiply
nd-
My
Sp
log

O
r
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
tiply
Spa
rkut
Flic
Hi5
Frie
ster
ace
Hi5
rkut
tipl
Flic
Frie
ster
nd-
ul-
nd-
My
My
Sp
m
ul-
ce
kr
kr
O
y
m
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
tiply
rkut
Spa
Flic
Hi5
Frie
ster
ace
rkut
tipl
Flic
Hi5
Frie
ster
nd-
ul-
nd-
My
My
Sp
m
ul-
ce
kr
kr
O
y
m
O
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
tiply
rkut
Hi5
Spa
Flic
Frie
ster
ace
rkut
tipl
Flic
Hi5
Frie
ster
nd-
ul-
nd-
My
My
Sp
m
ul-
ce
kr
kr
O
y
m
O
USER ORIGINATION
~110M 100.00%
0.09%
80.00%
0.76%
0.67%
3.68%
0.33%
4.23%
60.00%
1.09%
4.83% 40.00%
Hi5 Friendster 20.00%

multiply fotolog
0.00%
Hi5
Orku
mul-
foto-
Flick
Frie
edIn
ster
ace
Link
tiply
nd-
My
Sp
log
r
t
US China Canada UK India
Germany Mexico Italy Turkey South Africa
Thailand Peru Portugal Indonesia Phillipines
Malaysia Singapore Egypt Iran Brazil
Pakistan Japan Argentina Spain Chile
edI
gge
olo
ink
ot
g
L
n
f
d
sian Hispanic
rkut
tipl
ul-
m
y
O
0-$100K $100K+
rkut
tipl
ul-
m
y
O
O
rkut
m
ul-
tipl
y
(8) Online Event Ticketing Sites Ranking
1 2 3 4
TicketMaster StubHub Tickets.com TicketWeb
Monthly Visits 28,428,304 4,627,844 2,915,635 927,901
Visits Monthly Uniques 13,217,709 2,377,581 1,616,185 668,094
Passers-by 62% 75% 68% 78%
Traffic
Composition
Addicts 0% 1% 0% 1%
Passers-by 34% 45% 42% 57%
Visits
Addicts 2% 8% 2% 4%
Male 43% 51% 46% 43%
Gender
Female 57% 49% 54% 57%
White 79% 84% 92% 80%
Hispanic 10% 7% 4% 9%
Other 1% 1% 0% 1%
18-24 18% 14% 11% 18%
25-34 28% 27% 26% 32%
35-44 22% 23% 24% 22%
Age 45-54 18% 20% 20% 14%
Demographics 55-64 9% 10% 12% 9%
65+ 4% 6% 7% 4%
$0-$30K 12% 10% 11% 13%
Household $30-$60K 31% 29% 29% 31%
Income $60-$100K 35% 37% 36% 36%
$100K+ 22% 24% 23% 20%
Children 6-17 No 63% 64% 66% 70%
US 92.3% 92.4% 75.7% 92.6%
Poland
Canada 1.8% 2.7% 1.7% 2.1%
UK 1.2% 0.5% 12.4% 1.1%
India 0.4%
Users -
Germany 0.5% 0.5% 1.8% 0.7%
Italy 0.6%
Thailand
(Top 5)
Mexico 1.2%
Australia 2.1%
Singapore
Hong Kong
Hungary
Ranking
5 6 7 8 9 10
TickCo Tix BrownPaper CityPass inticketing TicketLeap Average
680,655 315,112 95,168 86,175 41,352 15,903 3,813,405
600,631 215,379 65,627 65,677 36,395 11,457 1,887,474
1.13 1.46 1.45 1.31 1.14 1.39 1.52
88% 74% 61% 79% 78% 80% 74.3%
12% 26% 39% 21% 22% 20% 25.5%
0% 0% 0% 0% 0% 0% 0.2%
75% 53% 57% 61% 58% 65% 54.7%
25% 46% 43% 39% 42% 35% 43.6%
0% 1% 0% 0% 0% 0% 1.7%
45% 43% 43% 44% 47% 36% 44.1%
55% 57% 57% 56% 53% 64% 55.9%
86% 89% 76% 82% 74% 99% 84.1%
6% 6% 7% 5% 8% 0% 5.5%
1% 1% 9% 5% 2% 0% 2.5%
6% 3% 7% 7% 13% 1% 6.7%
1% 1% 1% 1% 2% 0% 0.9%
15% 10% 10% 9% 15% 7% 12.7%
23% 19% 24% 27% 24% 21% 25.1%
22% 18% 19% 28% 23% 20% 22.1%
21% 24% 19% 18% 19% 21% 19.4%
13% 16% 21% 10% 12% 14% 12.6%
7% 11% 8% 8% 7% 18% 8.0%
12% 11% 14% 12% 22% 14% 13.1%
32% 33% 35% 34% 39% 36% 32.9%
34% 33% 27% 32% 22% 32% 32.4%
22% 23% 24% 21% 16% 17% 21.2%
41% 45% 31% 35% 35% 39% 38.9%
44% 40% 45% 46% 47% 42% 43.9%
15% 14% 23% 19% 17% 18% 16.5%
64% 71% 80% 66% 75% 78% 69.7%
36% 29% 20% 34% 25% 22% 32.3%
87.1% 89.7% 92.1% 68.1% 87.0% 84.4% 86.1%
0.1% 0.1%
3.0% 2.1% 4.4% 12.2% 3.4% 1.1% 3.5%
1.2% 2.1% 2.6% 3.7% 0.2% 2.8%
0.8% 1.8% 6.2% 2.3%
0.8% 0.1% 0.7%
6.3% 3.5%
0.6% 1.0% 0.8%
0.3% 0.8%
2.1%
0.1% 0.1%
0.4% 0.4%
0.1% 0.1%
First
Second
Third
Fourth
Fifth
• The top 10 online ticketing sites attract about 38 million visitors and Monthly Vi
18 million uniques monthly. The online ticketing market is dominated 74.55%
by one company: TicketMaster, which attracts 75% of all visitors and
70 % of all uniques. StubHub and Tickets.com round out the top 3 and
attract an additional 12% and 8% of the visitor traffic respectively.
The bottom 7 sites attract the remaining 5% of visitor traffic, which
makes online ticketing an extremely top-heavy industry, just as was
the case with Consolidators, Airlines, Hotels, and Car Rentals.
TicketMaster StubHub
• Although TicketMaster has a higher visits/visitor ratio than any of the TickCo Tix
other sites at 2.15, the difference is not significant enough to explain inticketing TicketLeap
their extreme monopolistic position in this industry. The average ratio
for the remaining 8 sites is 1.45. In this case, the biggest driver for 100.00%
traffic is representation of TicketMaster by venues and events.
80.00%
TicketMaster is the sole ticket processor for most of the entertainment
venues in the US, and they also have exclusive relationshiops with
60.00%
promoters, managers, and booking companies. These monopoly
relationships allow TicketMaster not only attract the most visitors to its 40.00%
online ticket sites, but to also charge monopoly prices for its services.
20.00%
• There is one site in this top 10 list that is considered a green
business: InTicketing, which adopts such sustainable practices as 0.00%
using soy ink with hemp/flax ticket stock, tree-free envelopes, bio-
com
Mas
Tick
Tick
et-
ter
et-
s.-
diesel and hybrid event vehicles, and the first ticketing agency to
develop tree planting initiatives - resulting in the planting of hundreds Male
of thousands of trees since its inception. Although small when
compared to the top three sites in this list, inTicketing does 100.00%
nonetheless attract over 40,000 visitors per month.
80.00%
• The demographic characteristics of the visitors to the ticketing sites
60.00%
are more diverse than the travel sites about, with demographics of the
visitors being influenced substantially by the type of shows and events
40.00%
the ticketing sites sponsor and manage. The customer segmentation
among the ticketing sites is again influenced greatly by the near
20.00%
monopoly power of TicketMaster. With TicketMaster dominating the
overall industry, the remaining sites have to specialize in niche events, 0.00%
thereby greatly affecting the demographics of their core visitor group.
Tick
Tick
etW
ster
Ma
et-
• In terms of visitor origination, the overwhelming majority of visitors 18-24 25-34 35-44
are from the US, averaging 86% for all the sites, and over 90% for the
top two (92.3% for TicketMaster, and 92.4% for StubHub). 100.00%
• There are two outliers in the user-origination trends. Ticket.com's US 80.00%

visitor ratio if 75%, with an additional 12% from UK. For inTicketing,
the US visitor ratio is 68%, with another 12% from Canada. This is
another example of niche marketing in a monopoly industry. 60.00%
• The visitor trends for the last 12 months shows a steady volume for 40.00%
majority of the top 10 sites, with only CityPass showing a major drop in
traffic during the past year in the August. BrownPaperTickets and 20.00%
CityPass both pick up traffic during the first couple of months of 2008.
0.00%
Mas
Tick
etW
Tick
et-
ter
80.00%
visitor ratio if 75%, with an additional 12% from UK. For inTicketing,
the US visitor ratio is 68%, with another 12% from Canada. This is
another example of niche marketing in a monopoly industry. 60.00%
• The visitor trends for the last 12 months shows a steady volume for 40.00%
majority of the top 10 sites, with only CityPass showing a major drop in
traffic during the past year in the August. BrownPaperTickets and 20.00%
CityPass both pick up traffic during the first couple of months of 2008.
0.00%
Mas
Tick
etW
Tick
et-
ter
No College Colle
TRENDS
DEMOGRAPHICS
74.55% 70.03%
0.04%
0.11%
0.23%
0.25%
0.83%
1.78%
2.43% 0.06%
0.19%
0.35%
1.14%
3.18%
7.65% 3.54%
8.56%
12.14% 12.60%
TicketMaster StubHub Tickets.com TicketWeb TicketMaster StubHub Tickets.com TicketWeb

TickCo Tix BrownPaper CityPass TickCo Tix BrownPaper CityPass
inticketing TicketLeap inticketing TicketLeap
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00%
0.00%
Tix
Pas
We
eap
City
ster
Ma
etL
ick
ick
ick
0.00%
et
et
b
T
T
s
Tix
etLe
City
com
Mas
Pas
Tick
Tick
Tick
Tick
Co
et-
ter
et-
s.-
ap

s
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Tix
City
Pas
Tick
Tick
Tick
etW
Tix
City
Pas
ster
We
eap
eap
ster
Ma
ick
etL
Ma
etL
ick
ick
et-
eb
et
et
b
T
T
s
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Tix
Mas
City
Pas
Tick
Tick
etW
Tick
Tix
eap
Pas
City
ster
We
eap
Ma
etL
ick
etL
ick
ick
et-
ter
eb
et
et
b
s
T
s
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Tix
Mas
City
Pas
Tick
Tick
etW
Tick
Tix
eap
Pas
City
ster
We
eap
Ma
etL
ick
etL
ick
ick
et-
ter
eb
et
et
b
s
T
s
USER ORIGINATION
100.00%
0.06%
0.19%
0.35%
1.14% 80.00%
3.18%
3.54%
60.00%
%
40.00%
icketWeb
ityPass
20.00%
0.00%
Mas-
City
etLe
Tick
Tix
Pas
com
Tick
Tick
Tick
Co
et-
s.-
ap
et-
ter
s
US Poland Canada UK India Germany
Italy Thailand Mexico Australia Singapore Hong Kong
Hungary
Pas
eap
etL
ick
T
s
Hispanic
Pas
eap
etL
ick
T
s
00K+
Pas
eap
etL
ick
T
s
Pas
s
T
ick
etL
eap
(9) Online Green Sites Rankin
1 2 3 4
TreeHugger IdealBite TheGreenGuide EarthEasy

Monthly Visits 2,093,481 230,840 147,181 146,542
Visits Monthly Uniques 1,388,381 169,226 117,895 128,920
Passers-by 77% 80% 87% 87%
Audience
Traffic Regulars 23% 20% 13% 13%
Composition
Addicts 0% 0% 0% 0%
Passers-by 45% 53% 70% 75%
Visits
Addicts 7% 4% 0% 0%
Male 55% 32% 38% 44%
Gender
Female 45% 68% 62% 56%
White 90% 92% 88% 88%
Other 1% 1% 1% 1%
18-24 8% 4% 7% 9%
25-34 19% 24% 26% 23%
35-44 18% 18% 20% 24%
Age
45-54 21% 19% 20% 21%
Demographics
55-64 20% 25% 16% 15%
65+ 14% 10% 11% 8%
$0-$30K 15% 18% 18% 14%
Household $30-$60K 30% 38% 33% 37%
Income $60-$100K 31% 24% 28% 33%
$100K+ 24% 20% 21% 16%
Children 6-17 No 76% 79% 79% 70%
US 60.9% 76.0% 71.2% 73.3%
Australia 2.7% 2.2% 3.2% 2.8%
Canada 4.2% 3.2% 5.0% 6.2%
Users - UK 5.7% 4.5% 1.4% 3.3%
Origins & Country of India 3.6% 4.4% 3.1%
Destinations Origins Pakistan 4.0%
(Top 5) Romania
Phillipines
Taiwan
China
Ranking
5 6 7 8 9 10
Alternative
Lime GroovyGreen Consumer SustainLane Responsible Travel ecosherpa Average
145,542 60,625 22,807 16,685 11,601 2,740 287,804
117,803 48,961 18,958 13,552 7,304 2,216 201,322
1.24 1.24 1.20 1.23 1.59 1.24 1.30
88% 84% 86% 97% 86% 91% 86.3%
12% 16% 14% 3% 14% 9% 13.7%
0% 0% 0% 0% 0% 0% 0.0%
73% 64% 67% 94% 67% 83% 69.1%
27% 35% 32% 6% 33% 17% 29.6%
0% 1% 1% 0% 0% 0% 1.3%
43% 60% 49% 36% 43% 54% 45.4%
57% 40% 51% 64% 57% 46% 54.6%
82% 89% 89% 82% 70% 89% 85.9%
8% 2% 4% 2% 9% 3% 4.5%
3% 3% 4% 4% 15% 1% 4.1%
6% 2% 2% 7% 4% 7% 3.8%
1% 4% 1% 5% 2% 0% 1.7%
12% 7% 6% 9% 13% 3% 7.8%
19% 16% 18% 24% 19% 19% 20.7%
20% 11% 18% 16% 24% 23% 19.2%
18% 19% 21% 17% 21% 29% 20.6%
16% 33% 24% 21% 16% 17% 20.3%
15% 14% 13% 11% 7% 9% 11.2%
17% 24% 17% 26% 13% 27% 18.9%
34% 34% 33% 33% 30% 46% 34.8%
29% 23% 31% 30% 29% 22% 28.0%
20% 19% 19% 11% 28% 5% 18.3%
45% 24% 35% 38% 29% 32% 34.4%
41% 62% 48% 46% 45% 48% 47.5%
14% 14% 17% 16% 26% 19% 18.0%
71% 82% 78% 80% 66% 56% 73.7%
29% 18% 22% 20% 34% 44% 26.3%
76.4% 69.4% 74.9% 70.3% 16.3% 53.6% 64.2%
5.5% 13.6% 0.2% 55.0% 10.7%
1.9% 2.4% 5.0% 4.0%
4.9% 3.5% 10.0% 2.8% 35.8% 12.6% 8.5%
3.0% 1.9% 2.9% 23.9% 8.4% 11.7% 7.0%
4.0%
0.8% 0.8%
0.2% 1.2% 0.7%
0.3% 0.3%
3.3% 3.3%
First
Second
Third
Fourth
Fifth
ANALYSIS
• The top 10 Green Sites provide a variety of services and information to help
their visitors make more sustainable life-style choices. What these sites have 72.74%
in common is that they all allow individuals to purchase green products and
services, and to provide them with the background guides on sustainable living
and consumerism. In addition, the majority of the sites offer blogs and activism
opportunities.
TreeHugger
• Overall these 10 sites attract 2.8 million visitors and 2.0 million uniques per
EarthEasy
month, a significant traffic volume given the breath of green sites, and the fact Alternative
that none of these sites are owned by corporations. Surprisingly, this list is Consumer
again dominated by one site, Treehugger.com, which attracts 73% of the total ecosherpa
visits, and 70% of total uniques, which amounts to over 2 million visitors and
1.4 million uniques. Those are significant traffic numbers and it gives 100.00%
Treehugger a top 2,000 Internet ranking.
80.00%
• Of the top 5, the remaining 4 sites attract an additional 23% of visitors and
60.00%
20% of uniques, bringing the total visitor share of the top 5 Green sites to 96%
of visitors and 90% of uniques. 40.00%
• Similar to Ticketing sites, customes loyalty cannot explain the difference in 20.00%
these visitor-share numbers, with Treehugger having only a slightly higher visits
per visitor ratio than the remaining 9 sites (1.51 for Treehugger versus 1.28 0.00%
average for the remaining nine sites).
Hug
ree
ger
T
• Although it is difficult to ascertain what is contributing to these high traffic
numbers for Treehugger versus the other sites, there are a couple of
hypotheses: 100.00%
o Given lack of significant marketing dollars and corporate backing, and 80.00%
given
60.00%
the grassroots nature of online green movements, it would seem that
reputation and word of mouth would play a very important role in driving
40.00%
traffic volumes for Green sites.
20.00%
o It may also be that the online Green market is very dynamic and we are
witnessing the current top Green site, which may change in the future. 0.00%
This is
Hug
ger
ree
partially evident when looking at the visitor trends during the past year. T
Lime.com lost over 90% of its visitor traffic during the course of the year, 18-24 2
dropping from an average of 1.4 million visitors per month to 145
thousands. 100.00%
• In terms of demographic make up, there is a wide range of characteristics, 80.00%

again signifying niche markets in an otherwise dynamic industry:
o A much wider gender ratio than any of the other categories under 60.00%
analysis.
40.00%
o A more diverse age and income groups, ranging from younger and less
well- 20.00%
off characteristics of ResponsibleTraveler to older, higher income visitors
to
AlternativeConsumer. 0.00%
Hug
ger
ree
T
o Overall, visitors to Green sites seem to be better educated than visitors

80.00%
again signifying niche markets in an otherwise dynamic industry:
o A much wider gender ratio than any of the other categories under 60.00%
analysis.
40.00%
o A more diverse age and income groups, ranging from younger and less
well- 20.00%
off characteristics of ResponsibleTraveler to older, higher income visitors
to
AlternativeConsumer. 0.00%
Hug
ger
ree
T
o Overall, visitors to Green sites seem to be better educated than visitors
to No Colle
other categories under analysis here.
TRENDS
• Furthermore, the visitors to these 10 Green sites are mostly from 5 countries.
As is the case with the Travel sites, majority of visitors are from US, followed by
Australia, Canada, UK and India. ResponsibleTravel is again an anomaly, where
majority of users are from Australia, rather than US.
DEMOGRAPHICS
Monthly Visits: ~2.8M Monthly Uniques: ~2.0M
72.74% 68.96%
0.40%
0.10%
0.58%
0.79%
2.11% 0.11%
0.36%
0.67%
0.94%
5.06% 2.43%
5.85%
5.09% 6.40%
8.02% 5.11% 8.41% 5.86%
TreeHugger IdealBite TheGreen EarthEasy

TreeHugger IdealBite TheGreenGuide Guide
EarthEasy Lime GroovyGreen Lime GroovyGreen Alternative SustainLane
Alternative SustainLane Responsible Consumer
Consumer Travel Responsible ecosherpa
ecosherpa Travel
100.00% 100.00%
80.00% 80.00%
60.00%
60.00%
40.00%
40.00%
20.00%
20.00% 0.00%
stai
Hu
Ea
Ea
Su
ee
gg
rth
nL
an
Tr
er
sy
0.00%
e
Hug
Eart
yGr
oov
een
spo
hEa
ible
Tra
ns-
Re
ree
vel
ger
Gr

sy
T
ican
Male Female Other
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Eart
Gre
Hug
hEa
spo
mer
tern
ible
gge
arth
Eas
her
roo
Tra
nsu
ns-
ree
ger
ree
Re
vel
Hu
en
pa
Co
ive
ec
os
Al-
at-
vy
sy
G
E
T
T
y
r
18-24 25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+
100.00% 100.00%
80.00% 80.00%
60.00% 60.00%
40.00% 40.00%
20.00% 20.00%
0.00% 0.00%
Gre
Hug
Eart
hEa
spo
ible
mer
gge
tern
arth
Eas
Tra
roo
her
nsu
ns-
ger
ree
ree
Re
vel
en
Hu
pa
Co
ive
ec
os
Al-
vy
at-
sy
G
E
T
y
r
0.00%
20.00%
40.00%
60.00%
80.00%
T
ree
Hug
ger
No College Eart
hEa
sy
College
G
roo
vy
Gre
en
Re
Grad. School
spo
ns-
ible
Tra
vel
0.00%
20.00%
40.00%
60.00%
80.00%
T
ree
Hu
gge
r
E
arth
No
Eas
y
Yes
Al-
tern
at-
ive
Co
nsu
mer
ec
os
her
pa
USER ORIGINATION
2.0M 100.00%
0.11%
0.36%
0.67%
0.94%
2.43%
5.85%
6.40% 80.00%
.86%
60.00%
Green EarthEasy
e
native SustainLane
sumer 40.00%
20.00%
0.00%
Lime
Tree
ative
heGr
Guid
Hug
sum
Con
cos
tern
her
een
ger
pa
Al-
er
e
T
US Australia Canada UK India Pakistan

Romania Phillipines Taiwan China
stai
Su
nL
an
e
sian Hispanic
mer
tern
her
nsu
pa
Co
ive
ec
os
at-
0-$100K $100K+
mer
tern
her
nsu
pa
Co
ive
ec
os
at-
tern
at-
ive
Co
nsu
mer
ec
os
her
pa
Eco Retail Analysis Eco Retail Venue
New York City
www.thecitybakery.com/index2 The City Bakery

www.pritiorganicspa.com Priti Organic Spa
www.environment-furniture.com Environment Furniture
www.insideclay.com Clay Organic Spa and Gym
www.gominyc.com Gominyc
www.kaightnyc.com Kaight
www.mooshoes.com Moo Shoes
www.1800whiskers.com Whiskers Holistic Pet Care
www.johnmasters.com John Masters Organics
www.giggle.com Giggle
www.gardeniaorganic.com Gardenia Organic
www.greenapplecleaners.com Green Apple Cleaners
www.ekovaruhuset.se Ekovaruhuset
www.organicavenue.com Organic Avenue
www.4thstreetfoodcoop.org 4th Street Food Co-op
www.basaardelapaz.com Bazaar de la Paz
www.abchome.com ABC Carpet & Home
www.vivavi.com Vivavi
www.3rliving.com 3Rliving
www.sodafine.com Sodafine Boutique
www.foodcoop.com Park Slope Food Co-op
www.gogreeninc.com Go Green Inc.
Los Angeles
www.raorganicspa.com Ra Organic Spa
www.dtoxdayspa.com dtox Day Spa
www.recess-la.com Recess
www.thelittleseed.com The Little Seed
www.allshadesofgreen.com All Shades of Green
www.avitastyle.com Avita Co-op
www.undesigned.com Undesigned by Carol Young
www.greenrohini.com Green Rohini
www.nau.com NAU
www.organicrush.com Organic Rush
www.kellygreendesign.net Kellygreen
www.livingreen.com Livingreen
www.boomusa.com Boom
Global Chains or World Partners

www.patagonia.com Patagonia
www.smithandhawken.com Smith and Hawken
www.lush.com Lush
www.niany.com/food.coop Food Cooperative Orgs.
North American Expansion Cities

US Cities
Ann Arbor, MI
Austin, TX
Boston, MA
Boulder, CO
Burlington, VT
Chicago, IL
Miami, FL
Minneapolis, MN
Olympia, WA
Philadelphia, PA
Portland, OR
San Francisco, CA
Santa Cruz, CA
Seattle, WA
Canadian Cities
Vancouver, BC
Montreal
Toronto
Product/service Address
Green Bakery and Sustainable Food Products 3 West 18th St.

Organic Nail Salon 35 East 1st St.
Sustainable Furniture 876 Broadway
Organic Spa and Fitness Center 25 W. 14th St.
Eco-Boutique 443 E 6th St
Eco-Boutique 83 Orchard St.
Vegan Footwear and Accessories 78 Orchard St.
Organic Pet Products and Care 235 East 9th St.
Salon, spa and organic beauty products 77 Sullivan St.
Baby Products 120 Wooster St.
Florist & Emporium 526 Hudson St.
Organic Dry Cleaners 92 Greenwich Ave.
Organic and Fair Made Clothing 123 Ludlow St.
Organic Clothing, Food and Lifestyle Products 101 Stanton St.
Organic Food Cooperative 58 East 4th St.
Sustainable Furniture and recycled home products 2662 Broadway
Carpet, Home, and Fair Trade and Eco Home Goods 888 Broadway
Furniture and Design Center 644 Manhattan Ave. 2nd Floor
Eco-friendly Products 276L Fifth Avenue
Eco-friendly Clothing and accessories 119 Grand St.
Organic Food Cooperative 782 Union St.
Eco-friendly Cleaning and Building Supply 485 Atlantic Ave.
Organic Spa 119 N San Fernando Blvd.

Organic Spa 3206 Los Feliz Blvd.
Organic Nail Salon 8408-B Beverly Blvd.
Organic Baby Products and Bedding 219 N. Larchmont Blvd.
Green Design Center and Store for an Eco-Friendly lifestyle 3038 Rowena Avenue
Clothing and Accessories 8213 W. 3rd. St.
Clothing 1953 1/2 Hillhurst
Clothing and Accessories 13327 Ventura Blvd.
Clothing and Accessories 8500 Beverly Blvd. Space 724
960-962 Mission Street South Pasadena
Design and Home 4008 Santa Monica Blvd.
Building Materials and Design Furnishings 10000 Culver Blvd.
Furniture 3239 Helms Avenue
Outdoor gear and natural products

Sustainable home goods
Organic and handmade beauty products
US and Global database of food cooperative organizations
City State Zip Phone
New York NY 212.366.1414

New York NY 10003 212-254-3628
New York NY 10003 212-780-0051
New York NY 10011 212-206-9200
New York NY 10009 212-979-0388
New York NY 10006 212-680-5630
New York NY 10002 212.254.6512
New York NY 10003
New York NY 10012 212.343.9540
New York NY 10012 212-334-5817
New York NY 10014 646.688.5753
New York NY 212.206.6236
New York NY 212.673.1753
New York NY 212.334.4593
New York NY 10003 212.674.3623
New York NY 212.662.6601
New York NY 10003 212.473.3000
Brookyln NY 11222 718.233.9033 or 866-848-2840
Brooklyn NY 11215 718-832-0951
Brooklyn NY 718.230.3060
Brooklyn NY 11215 718.622.0560
Brooklyn NY 11217 718.625.0260
Burbank CA 91502 818-848-4772

Los Angeles CA 90039 323-665-3869
Los Angeles CA 90048 323.782.9919
Los Angeles CA 90004 323-462-441
Los Angeles CA 90039 323-665-7454
Los Angeles CA 90048 323-852-1716
Los Angeles CA 90027 323-663-0088
Sherman Oaks CA 91423 818-981-0023
Los Angeles CA 90048 310-358-0600
eet South Pasadena CA 91030 626 799 8099
CA 90029 323-660-1099
Culver City CA 90232 310-838-8442
Los Angeles CA 90034 310-202-1697
Email Contact name Year founded Years in operation
info@pritiorganicspa.com N/A Oct. 2005 2.5

nyshowroom@environmentfurniture.com
anne@gominyc.com N/A 2003 5

info@kaightnyc.com N/A Aug. 2006 1.5
info@mooshoes.com N/A 2001 7
customerservice@giggle.com 1-800-495-8577 2002 6
denise@organicavenue.com
info@bazaardelapaz.com
aron@vivavi.com jodi@vivavi.com
info@3rliving.com 2004 4
wm@gogreeninc.com
contact@raorganicspa.com Mar. 2007 1

info@dtoxdayspa.com 2006 1.5
appt@recess-la.com 2008 1 month
info@thelittleseed.com ? ?
info@allshadesofgreen.net ? ?
N/A Apr-03 1
contact@undesigned.com Jun-05 2
Lorin@greenROHINI.com Sept. 2007 7 months
custoomercare@nau.com 1-877-454-5628 Mar-04
info@organicrush.com ?
info@kellydesign.net Sept. 2007 7 months
1-866-966-1319 ?
via website 310-202-1288 ?
Franchise # of locations Store type
2, 1 in Los Angeles
N 1 indy
Y Los Angeles, Costa Mesa & 2 in Ireland
N 1 indy
N 1 indy
N 1 indy
N 5 indy/chain
Y 3 in NYC, going national

Y 1 in Stockholm, Sweden
N
N internet operated, this is just a showroom indy

N 2 indy/chain
N 1 indy
N 1 indy
N 1 indy
N 1 indy
N 1 indy
N 1 indy
N 1 indy
N 1 indy
? 5?
N 1 indy
N 1 indy
3?
N 1 indy

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(1) Online Travel Booking Sites (Consolidators) Ranking

• In terms of annual trends, there is a distinct seasonality in traveling, with a higher

• In terms of annual trends, there is a distinct seasonality in traveling, with a higher

Expedia Travelocity Priceline Orbitz Expedia Travelocity Priceline Orbitz

White African Asian Hispani

are: Expedia, American

Male Female Other

$0-$30K $30-$60K $60-$100K

No College College Grad.

• Similar to Consolidators, one reason to explain the difference Southwest AA De

•This difference in loyalty, is explained partially by the monopoly 0.00%

15.24% 31.07% 14.41%

White African Asian Hispanic

$0-$30K $30-$60K $60-$100K

No College College Grad.

White African American Asian Hispanic

No College College Grad. School No Yes

US China Canada UK India Germany

White African Amer- Asian Hispanic

US China Canada UK India Germany Japan

78% for consolidators). Furthermore, there is no discernable 18-24 25-34 35-44

• Similar to other travel categories, there is a distinct seasonality in 20.00%

patterns across all sites.

• Similar to other travel categories, there is a distinct seasonality in 20.00%

13.71% 5.03% 4.82%

White African Amer- Asian Hispanic

No College College Grad. School No Yes

restaurant OpenTable Zagat RestaurantRow

OpenTable Zagat RestaurantRow restaurant OpenTable Zagat RestaurantRow

White African American Asian Hispanic

25-34 35-44 45-54 55-64 65+ $0-$30K $30-$60K $60-$100K $100K+

College College Grad. School No Yes

US China Canada UK India Australia

• There are a number of reasons for this, among them:

White African Amer- Asian Hispanic

44.4% 3.9% 11.9% 20.1%

White African American Asian Hispanic

No College College Grad. School No Yes

• The demographic differences are also reflected in the visitor origination

• The demographic differences are also reflected in the visitor origination

White African Amer- Asian Hispanic

Hi5 Friendster 20.00%

• There are two outliers in the user-origination trends. Ticket.com's US 80.00%

TicketMaster StubHub Tickets.com TicketWeb TicketMaster StubHub Tickets.com TicketWeb

White African Amer- Asian Hispanic

TreeHugger IdealBite TheGreenGuide EarthEasy

• In terms of demographic make up, there is a wide range of characteristics, 80.00%

o Overall, visitors to Green sites seem to be better educated than visitors

8.02% 5.11% 8.41% 5.86%

TreeHugger IdealBite TheGreen EarthEasy

White African Amer- Asian Hispanic

US Australia Canada UK India Pakistan

New York City

www.thecitybakery.com/index2 The City Bakery

Global Chains or World Partners

North American Expansion Cities

Green Bakery and Sustainable Food Products 3 West 18th St.

Organic Spa 119 N San Fernando Blvd.

Outdoor gear and natural products

New York NY 212.366.1414

Burbank CA 91502 818-848-4772

info@pritiorganicspa.com N/A Oct. 2005 2.5

anne@gominyc.com N/A 2003 5

customerservice@giggle.com 1-800-495-8577 2002 6