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.
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.