TripAdvisor 2013 Annual Report Download - page 58
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2012 vs. 2011
Direct selling and marketing costs increased $40 million during the year ended December 31, 2012 when
compared to the same period in 2011, primarily due to increased search engine marketing costs, brand
advertising costs and investments in social media costs. We increased our spending on social media in the year
ended December 31, 2012 compared to the same period in 2011, in order to increase social engagement on our
websites. Personnel and overhead costs increased $17 million during the year ended December 31, 2012 when
compared to the same period in 2011, primarily due to an increase in headcount to support business growth,
including international expansion.
Technology and Content
Technology and content expenses consist of personnel and overhead expenses, including salaries and
benefits, stock-based compensation expense and bonuses for salaried employees and contractors engaged in the
design, development, testing, content support, and maintenance of our websites. Other costs include licensing and
maintenance expense.
Year ended December 31, % Change
2013 2012 2011 2013 vs. 2012 2012 vs. 2011
($ in millions)
Personnel and overhead ............................ $121 $ 80 $51 51% 56%
Other ........................................... 10 7 6 45% 7%
Total technology and content .................... $131 $ 87 $57 51% 51%
% of revenue .................................... 13.8% 11.4% 9.0%
2013 vs. 2012
Technology and content costs increased $44 million during the year ended December 31, 2013 when
compared to the same period in 2012, primarily due to increased personnel costs from increased headcount to
support business growth, including international expansion, enhanced site features, extending our products onto
smartphone and tablet platforms, and development of our hotel metasearch product, as well as an increase in
stock based compensation and additional personnel costs related to employees joining us through recent business
acquisitions.
2012 vs. 2011
Technology and content costs increased $30 million during the year ended December 31, 2012 when
compared to the same period in 2011, primarily due to increased personnel costs from increased headcount to
support business growth, including international expansion, enhanced site features, extending our products onto
smartphone and tablet platforms, and development of our hotel metasearch product, as well as an increase in
stock based compensation.
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