Tag Archive for: Digital Engagement Ranking
State Tourism Website Traffic Analysis – Q1
This week, we published the first website traffic analysis for the 50 official state tourism offices. The analysis was conducted by TwoSix Digital to benchmark and rank traffic to each tourism organization’s website. The analysis ranked each state by total traffic, average monthly visits,
The state of California currently leads all tourism offices with more than 7 million website visits in the first quarter of 2019. They topped the scale ahead of second place Florida by more than 4 million website visits. Rounding out the rest of the top five are Hawaii, Colorado and Michigan in terms of total website visits in the months of January through March.
An interesting note was the dominance of mobile traffic–more than 77% of the website visitors accessed the state tourism websites via their mobile device.
All of the data was gathered via SimilarWeb, a third-party traffic and website analysis application. SimilarWeb’s innovative marketing intelligence allows users to gain insight into any website’s statistics through a global panel of consumers that work across a range of devices and websites.
The state with the most engaged traffic was Washington, followed by Alaska, Connecticut, Delaware,
Another interesting note on the complete data set was that even though California had the most overall traffic, they produced the least engaged traffic based on our engagement scale ranking.
We do realize these numbers will not be “apples to apples” in terms of overall website visits recorded through Google Analytics or other tracking software installed on an individual website. But, by collectively recording the aggregate data for all 50 states from an identical source utilizing the same methodologies, we will be able to draw a very accurate analysis of the traffic positioning.
The traffic analysis will be updated each quarter throughout 2019. In those updates, we will include additional insight into how consumers utilize state tourism websites. The full year of analysis will even out seasonality trends and provide a more complete view of each tourism office’s website traffic and engagement metrics.
Click here to download the complete data set and the infographic!
Digital Engagement Ranking: US Tourism Office Edition, QTR 1, 2015
Here is the Digital Engagement Ranking of the 50 United States Tourism Offices for Q1, April of 2015.
You can view the entire Digital Engagement Ranking: US Tourism Office Edition, QTR 1, 2015 here.
We would like to congratulate the states that have made the top ten:
1) Oregon; 2) Michigan; 3) Colorado; 4) Virginia; 5) Massachusetts; 6) Hawaii; 7) Florida; 8) Louisiana; 9) Georgia and 10) California.
The top 10 stayed relatively consistent from last quarter with some notable shakeups. Oregon overtook Michigan at number 1, causing Michigan to drop to 2. Colorado shot up from number 12 to the number 3 spot, with Virginia dropping to number 4. Massachusetts also rose one place to the number 4 spot.
As you can see in the final scoring, Oregon and Michigan are quite close with scores of 90.6 and 88.4 respectively.
The report features an overall digital and social media ranking of each state from one through fifty. It is the third consecutive quarter the report has been published and the comparison results from last quarter are located on page three.
We continue to place significant emphasis on website engagement and the importance that content development plays in that process.
There is a detailed breakdown of the ranking criteria and weighting scale within this report, with both Overall Website Traffic Rankings and Facebook Engagement coming in as the most weighted. This report covers the first quarter of 2015. We will continue to publish the Digital Engagement Rankings on a quarterly basis, along with adjusting the weighting criteria to coincide with tourism industry and digital marketing trends.
We are also looking into additional resources to help us attain engagement numbers that will span a longer period of time.
As always, feedback, comments and ideas on improvement for the ranking are always welcome. Please be sure to leave them on our Facebook page at http://www.facebook.com/TwoSixDigital.
Digital Engagement Ranking: US Tourism Office Edition, QTR 4, 2104
Here is the Digital Engagement Ranking of the 50 United States Tourism Offices for Q4, December of 2014.
You can view the entire Digital Engagement Ranking: US Tourism Office Edition, Q4, December 2014 right here.
We would like to congratulate the states that have made the top ten:
1) Michigan; 2) Virginia; 3) Oregon; 4) Massachusetts; 5) Hawaii; 6) North Carolina; 7) Florida; 8) Louisiana; 9) Georgia and 10) California.
As you can see, the top 10 stayed pretty consistent from last quarter with only one change. California moved into the number 10 spot and Tennessee dropping to 11. Based on performance and consistency, the top 10 is almost interchangeable. And, as you can see in the final scoring, Michigan, Virginia and Oregon are all very close with scores of 82.5, 82.2, and 82.1 respectively.
Other movers of note in this quarter include Colorado, up eight spots to 20; New Hampshire up ten spots to 15; Montana up ten spots to 16; Minnesota up eight spots to 19; New York up nice spots to 27 and Indiana up 11 spots to 29.
The report features an overall digital and social media ranking of each state from one through fifty.It is the second consecutive quarter the report has been published and the comparison results from last quarter are located on page three.
As we developed our new ranking criteria, we continue to place significant emphasis on website engagement and the importance that content development plays in that process. In the Q4 report, we made some additional adjustments to add more emphasis on Facebook engagement – since it is an area of interest and concern with the new algorithm changes.
There is a detailed breakdown of the ranking criteria and weighting scale within this report. This report covers the fourth quarter of 2014. We intend to continue to publish the Digital Engagement Rankings on a quarterly basis in the future, along with adjusting the weighting criteria to coincide with tourism industry and digital marketing trends.
We are also looking into additional resources to help us attain engagement numbers that will span a longer period of time.
As always, feedback, comments and ideas on improvement for the ranking are always welcome. Please be sure to leave them on our Facebook page at http://www.facebook.com/TwoSixDigital.
Digital Engagement Ranking: US Tourism Office Edition, QTR 3, 2104
Digital Engagement Ranking
Today, we officially publish the first-ever Digital Engagement Ranking, featuring a digital and social media ranking of the 50 United States Tourism Offices.
Over the past six months, we have had several requests from state tourism offices to re-develop the benchmark process that I originally published in July of 2009. But, like everything digital, there is an evolution process. We felt that the use of digital and social media marketing had evolved over the past few years and the measurement had to extend beyond social media.
In our conversations with a number of destination marketing organizations prior to working on this rankings report, we learned that concerns have grown beyond social media. The common thread in many of our conversations was in regard to the development of website content and how that content can be integrated into multiple social media channels to inspire prospective travel consumers to take action.
One reoccurring theme throughout our discussions was a re-emergence of the organization’s website. Over the past few years, websites took a backseat to social media – as the new, shiny applications, got a lot more of the attention. But when we reflected back on the primary call to action for almost all promotional and advertising efforts, the website was the core of the tourism organization’s efforts.
As we developed our new ranking criteria, we placed a significant emphasis on website engagement and the importance that content development plays in that process. We also utilized numbers of followers and fans to determine overall audience reach and amplification, along with placing more emphasis on the popular social networks and the engagement that each network generates.
There is a detailed breakdown of the ranking criteria and weighting scale within the report. This report covers the third quarter of 2014. We intend to publish it on a quarterly basis in the future, along with adjusting the weighting criteria to coincide with tourism industry and digital marketing trends.
You can view the entire Digital Engagement Ranking: US Tourism Office Edition, right here.
Now, we would like to congratulate the top ten states:
1) Michigan; 2) Massachusetts; 3) Oregon; 4) Louisiana; 5) Virginia; 6) North Carolina; 7) Hawaii; 8) Florida; 9) Tennessee and 10) Georgia.
Special thanks to Laura Edgington for coordinating the ranking process and Kyle Jurczak, from Michigan State University, for his help with the mathematical calculations and weighting scales.
As always, feedback, comments and ideas on improvement for the ranking are always welcome. Please be sure to leave them on our Facebook page at www.facebook.com/TwoSixDigital.