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Consumer mobile trends – browsing, booking and barriers

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Following on from mobile behaviour studies for the US, Expedia Media Solutions has put together some numbers for the UK with the help of ComScore.

The research highlights current trends and highlights the opportunity for travel companies to take advantage of mobile because travellers now use mobile devices at all stages of the travel cycle.

UK v US:

The UK has a slightly higher mobile penetration than the US – 57% versus 52% and while Android is the leader in both markets (followed by iOS), Blackberry/Rim and Microsoft devices have a higher share in the UK than across the pond.

Tablet penetration is broadly the same – 27% UK v 26% US.

Online travel and mobile

UK consumers are using their tablets to visit travel sites in the evening with figures for visitors to this category notably higher than hits to other sites from tablets.

In addition, the UK outstrips the US in travel category reach from both mobile and PC – visits to travel sites from mobile devices was 69% and from PC 61% compared with 58% and 41% respectively in the US.

The research also shows two-thirds of UK of visitors are accessing travel content via their mobile devices.

> See more at: Tnooz.com


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