Underscoring the opportunities that exist online for DMOs, other recent data have shown how important online sources are to leisure travelers. A 2009 PhoCusWright study reported that 56 percent of U.S. travelers select their vacation destination online. Destination marketers also have the opportunity online to influence leisure travelers in the decision process, as a 2009 Google-Compete study showed that as many as 4 in 10 leisure travelers are undecided on an exact destination when they think about planning a trip.