The rapid adoption of iPads and other tablets is speeding up the growth in travel bookings on mobile devices, opening up a fresh market for mobile advertising, according to a new survey.
The study estimates thatÂ 61% of tablet owners made a travel purchase on their device in the first half of the year.
Some key points, according to the study’s authors:
- It’s not too late to infiltrate mobile and become a vertical leader in a growing sector.
- No other medium lets you reach potential customers at scale at the precise moment they’re most open to travel content. More than one-third of mobile device owners are already using their gadgets to plan trips while on the go.
- Apps are best for incremental reach and driving brand engagement.
- Multi-device ownership poses a challenge for brands looking for a cohesive voice across platforms.
The study claims that nearly half of respondents (48%) have used a tablet or smartphone to plan their trip this year so far.
Among travellers who own a mobile device, 61% have made a purchase (usually related to hotel bookings or air travel) on a tablet in the last six months while 51% have made a purchase on a smartphone, giving larger touchscreen devices an edge.
Deals and promotions (64%), photos (55%) and recommendations (38%) were the favourite types of content.
Expedia led in popularity for its apps for smartphone and tablet because of “ease of use” and “familiar interface” across platforms. (Note: Study was funded by Expedia.)
While Delta Air Lines’ Fly Delta app clearly had a lead in popularity with users in terms of “minutes used,” according to comScore Media Metrix June 2012 results.
All of these stats help paint some of the picture of mobile usage, along with other recent data, such as theÂ most popular air travel apps by actual iPhone usageÂ and data usage for travel booking apps in general.