Yieldr has been crunching some numbers to reveal online flight booking behaviour.
The company, which recently relaunched as a marketing technology service for airlines, says it has analysed seven million sales for low-cost and traditional carriers in North America and Europe to uncover patterns.
The study shows that the largest portion of bookings are made on Mondays during working hours with about 22% of bookings made over this period. The hour between 11am and midday is when bookings reach a peak.
The percentage of bookings then dips for the next three days before increasing again on Fridays to about 17%.
Bookings tail off again for Friday evening and Saturday evening but then reach a peak again around 3pm on Sundays.
When it comes to how far in advance consumers are making bookings, the study reveals an average of 78 days although it differs for low-cost carriers at about 81 days and scheduled carriers at about 55 days.
While the average works out at 78 days because of the long-tail of bookings, Yieldr says that the largest volume of bookings is between zero and 10 days from departure.
In addition, flights are booked further in advance when larger parties are booking together and the more expensive the flight the further in advance bookings are made.
The average basket size is Euro 240 for a return trip booking.
Yieldr deduces that there could be up to 920 million seats left unfilled based on IATA's predicted 2016 passenger load factor of 80.4% and 3.8 billion passengers.
The company says it has then cross-referenced its basket size with that of Hopper's Euro 189 average round-trip ticket price to come up with an average of Euro 215 which multiplied by the number of empty seats means a missed opportunity of about Euro 198 billion.
Yieldr adds that even if it halves this number to a $100 billion, the figure still represents a huge missed opportunity.
The company believes its marketing technology can help airlines communicate with potential travellers when they are most likely to be ready to purchase a ticket.
The technology collects revenue, customer and booking data to provide airlines with a more rounded view of sales and when and where to target consumers.