As a segment of mobile consumers, travelers are increasingly comfortable and savvy at planning, researching and booking trips on the go. The takeaway for marketers is that travelers are likely more open to mobile ads.
A study commissioned by Expedia and conducted by comScore examined consumer behavior on mobile devices, with particular focus on the travel demographic. With one out of every ten dollars spent online occurring on a mobile device (comScore data), the researchers conclude that marketers who are ripe to target travelers should be adding mobile into their marketing mix.
Travelers frequently use smartphones and tablets to research and plan trips. For example:
- 48% used a tablet or smartphone to plan a trip, while 44% used a mobile device to research their next trips.
- 86% of mobile planners already knew their destinations when conducting research on a mobile device.
- 47% relied on friend and family recommendations and 40% relied on Online Travel Agencies (OTAs) for destination ideas.
- Deals and promotions (64%), photos (55%) and recommendations (38%) are the most useful types of content for those seeking trip ideas.
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