According to a new Google mobile search behavior study, the travel category involves only two percent of mobile activity. Yet, twelve percent of mobile travel searches resulted in a purchase. On the bright side, travel searches on smartphones led to an above-average number of follow-up actions.
A majority of these follow-up actions occurred within an hour of the mobile search, a much more rapid move to potential conversion than is the average for desktop searches.
The majority of mobile searches take place in the afternoon and evening, and most happen in a place likely to have a desktop connection available.
Startlingly, smartphone users located at a school were more likely to launch a travel search - defined as searching for prices for flights, hotels, etc.—than any other type of search from a school.
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