May 20, 2014

UK Travel Consumers Go Mobile

Sarah Radwanick
Director, Regional Product Marketing
Mobile is playing an increasingly important role in how UK consumers research and book travel. A recent study commissioned by Expedia Media Solutions and conducted by comScore, shows that travellers are an active, mobile-savvy group that utilise multiple devices and sources of information throughout the travel cycle.

Using insights from MMX Multi-Platform, the study found that two-thirds of UK Travel category visitors accessed content via mobile devices during January 2014, with Ground/Cruise (66%), Online Travel Agents (53%), and Hotels/Resorts (53%) leading among subcategories.

UK Share of Total Unique Travel Visitors

Further analysis into device usage patterns revealed that both phone and tablet usage for Travel category visitation peaks at night between 8 p.m. and midnight, while PC Travel visitation peaks in the afternoon between noon and 5 p.m.

Understanding when travel consumers are likely to be engaging with content and through which platform provides critical insight for marketers looking to optimise their reach and influence among these consumers.

Distribution of Travel Category Page Hits by Platform and Daypart

comScore and Expedia will be sharing the full results of the study at PhoCusWright Europe on 21 May in a session entitled: The Science Behind Mobile Engagement: Research and Insights from comScore and Expedia.

Download the complete study here.

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