Surfing in August? German holidaymakers’ mobile browsing habits
Insights from Comscore revealed that users typically hop between multiple travel sites, with high levels of cross-visitation within the category. Travel providers therefore face strong challenges in retaining and converting users ahead of their competitors.
Some key insights:
- Access frequency to German Mobile Travel peaks in May when 15.4% of the travel audience access travel content via browser or app almost every day.
- Even as late as June, 29.3% of German mobile users visit travel sites at least once a week on their smartphones, with 56.4% accessing travel sites once to three times a month and 14.2% almost every day.
- Apart from HRS.de, browser access rather than apps is currently the preferred method for visiting. Both Tripadvisor.de (51.7% browser access, 51% app access) and HRS.de (50.9% browser Access, 55.9% app access) have an almost equal split.
- When looking at demographic profiles, the majority of German Mobile Travel Site visitors are male and over a quarter are aged between 25-34 years’ population overall). Two-thirds of them do not have children and live in households with two people.