Similarweb Digital Intelligence Report: From travel bookings to job board listings, signs of recovery evident across the board

Rhea-AI Summary

Similarweb (NYSE: SMWB) released a report on June 30, 2021, highlighting the COVID-19 recovery across various sectors in the U.S. and U.K. Key findings include a 20.2% and 97.5% YoY traffic increase for top job sites, indicating more employers returning than job seekers. U.S. travel bookings peaked at 17.01M in May, surpassing pre-pandemic levels. Mobile web traffic increased by 21.4%, while Classpass.com saw a 113.4% increase in traffic YoY. The report emphasizes a clear recovery trend, with increased engagement across industries.

Positive

• Job site traffic increased by 20.2% in the U.S. and 97.5% in the U.K. YoY.
• U.S. travel bookings reached 17.01M in May, higher than pre-pandemic levels.
• Mobile web traffic rose by 21.4%, reversing the trend to desktop dominance.
• Classpass.com traffic in May was 113.4% higher than May 2020.

Negative

• None.

TEL AVIV, Israel, June 30, 2021 /PRNewswire/ -- Similarweb (NYSE: SMWB), a leading digital intelligence company, today released a report showcasing the impact, across industries, of COVID-19 recovery in both the U.S. and U.K..

"Our proprietary digital intelligence platform shows clear indicator signals of the recovery," said Greg Malen, VP of Solutions at Similarweb. "Across key sectors of the economy — travel, entertainment and shopping — we are starting to see a return to normal patterns, often above pre-COVID-19 levels."

Using the time period of January-May as a comparative baseline for 2020 and 2021, key recovery trends include:

People are searching for work, but employers still lead the way

Monthly traffic for the top five job sites in both the U.S. and U.K. increased by 20.2% and 97.5% YoY, respectively. But, through an analysis of separate URLs for employers and employees as a proxy for job supply vs. demand, it is evident that employers are returning to job sites at a faster rate than job seekers.

In the U.S., job employer traffic has had positive YoY growth since the first week in January, and hit its most recent peak the second week of April at +299.1%.

U.S. travel bookings hit a new high

The top five OTA/Metasearch sites in the U.S. show a 24.3% increase in average monthly traffic YoY.

As of May 2021, traffic sits at 302.5M, which is higher than pre-pandemic levels (268.6M in January 2020 and 248M in February 2020). Unsurprisingly, the biggest dip in traffic occurred at the start of the pandemic with a drop of 117.7% between March and April 2020, from 161.7M to 74.3M.

According to Similarweb's Travel Intelligence, not only are people browsing travel sites, they are also converting into customers. US bookings hit 17.01M this past May, which is higher than pre-pandemic levels of 16.59M in January 2020, and 16.51M in February 2020.

In the U.K., bookings hit 2.782M this past May — while not higher than pre-pandemic levels, it is higher than any month YTD, and also 670.6% higher than May 2020.

Traffic shifts back to mobile

With more people stuck at home, traffic share in 2020 shifted from mobile web browsing to desktop. This year, there is a 2-percentage point shift back to mobile web browsing based on an index of the top 100 sites in the US.

This 2-percentage point shift in share equates to a 21.4% increase in volume of mobile web visits (111.836B to 135.818B), compared to a 16.4% increase for the category as a whole, and a 12.4% increase for desktop visits. 

Face-to-Face fitness

Classpass.com, a popular site used for booking in-person fitness classes, hit its highest level of traffic since before the pandemic at 784.7K total visits in May. This is 113.4% higher than May 2020 at 367.6K.

Data also show that people are interested in details on when gyms are opening and what options are located in their area — keywords including "gym openings," "gyms near me," and related phrases hit their highest volume over the past year in May at 1.854M searches, up 31.5% from April.

Similarweb's full report on COVID-19 recovery trends is available here.

All product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.  Similarweb insights are estimations and extrapolations based on information obtained from third parties.  Similarweb shall not be held responsible for the accuracy of or any omissions from its data.

About Similarweb:

As the most trusted platform for understanding online behavior, millions of people use Similarweb's insights daily to strengthen their knowledge of the digital world. We empower anyone — from the curious individual to the enterprise business leader — to make smarter decisions by understanding why things happen across the digital ecosystem. Learn more here: https://www.similarweb.com/corp/about/

 

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FAQ

What does the Similarweb report indicate about job market trends in the U.S. and U.K.?

The report indicates a 20.2% increase in U.S. job site traffic and a 97.5% increase in the U.K., suggesting that employers are returning to job sites faster than job seekers.

How have U.S. travel bookings changed according to the Similarweb report?

U.S. travel bookings peaked at 17.01M in May 2021, surpassing pre-pandemic levels of 16.59M in January 2020.

What recent trends in mobile web browsing were noted in the report?

The report shows a 21.4% increase in mobile web visits, indicating a shift back from desktop browsing.

What traffic trends were observed for Classpass.com?

Classpass.com experienced a 113.4% traffic increase in May 2021 compared to May 2020, reaching its highest level since the pandemic began.