P&O steam ahead of online rivals

P&O Ferries remains the leading online brand with Direct Ferries and Aferry.to vying for second and third place, according to Hitwise UK.
Figures show P&O command a market share of 12.12% followed by Direct with 11.29% and Aferry.to with 11.10%.
Online shoppers spent most time however on Brittany Ferries site which recorded a 8.3% market share but had an average session duration of more than 10 minutes.
Hitwise research revealed that ferry companies “rely heavily” on brand searches followed by generic terms of which ‘ferries’, ‘irish ferries’, ‘ferries to france’ and ‘ferry crossing’ are among the most widely used.