Commuter effect takes hold in travel as iPhone browsing overtakes iPad

A couple of interesting nuggets come out of recent research on mobile browsing and transactions.

The aptly named ‘Eclipse of the Desktop’ mobile web survey shows that mobile traffic to travel websites in June was 50.28% compared with 42.95% in June 2014.

The study, from digital specialist Nucleus, also shows mobile transactions have increased 551% year-on-year and now represent more than a third, 34%, of all online transactions compared to just over 21% a year ago.

Earlier this year, figures from the Wave 8 study showed mobile transactions represented 29% of all online revenue.

The study points to the increase in consumer confidence in browsing and making transactions on the go with research from Zapp and CEBR showing £9.3 billion in sales from UK “commuter commerce” a year.

Browsing from iPhones at just over 40% pipped iPads at just over 33% again supporting the commuter effect theory.

Purchasing is following a similar pattern with travel bookings via iPhone devices up 83%.

Nucleus concludes that the increase in sales of smartphones with larger screens has led to a significant climb in mobile traffic for more mainstream brands where previously it was the luxury brands that attracted the volumes.

Apple devices continue to dominate the market but they are being steadily eroded by Android phones – the figures show an increase from 19.5% to 22.9% of the share of browsing.

Nucleus believes the majority of digital transactions will be made on mobile devices within the next 12 months.

The study provides a decent snapshot of mobile browsing and purchasing habits as it looks at 12 UK and international travel sites, mainstream and luxury brands, with a sample of 2.4 million users.

The full report can be downloaded here.

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About the Writer :: Linda Fox

Linda worked at tnooz from September 2011 to June 2018 in roles including senior reporter, deputy editor and managing editor.



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