UK travelers use mobile devices more than ever

In a new study from Expedia Media Solutions and conducted by comScore it found that 73 percent of the 48 million people in the U.K. engaging with digital content across smartphones, tablets and PCs are interacting with travel-related content. This is compared to the 63 percent in the U.S. that are doing the same.

U.K. consumers are making significantly more online travel purchases on tablets than they did the prior year – tablet travel transactions are following pace and are expected to increase even more in the next year.
 
More than one-third (36 percent) of tablet owners in the U.K. have booked travel on their tablet while 16 percent have booked via their smartphone in the past six months.

The luxury traveler is more likely to book travel on both the tablet (64 percent) and smartphone (35 percent) than the family, budget or business traveler. Nine out of 10 travelers in the U.K. who have booked on a tablet plan to book again, and six out of 10 travelers who have booked on smartphone plan to do so again.

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“Mobile adoption is showing no sign of slowing, and people are getting even savvier with how they are using tablets and smartphones for travel content consumption and booking,” said Noah Tratt, global senior vice president of media solutions at Expedia, Inc. “Using these insights, marketers can better understand U.K. travel audience behaviors across devices and better identify effective points of engagement on each device and during any stage of the of the travel experience.”
 
Mobile devices are being used by the U.K. travel audience across all travel stages – from researching to planning to shopping to during a trip – but marketers need to understand how content engagement varies between tablets and smartphones, UK Reuters reports.

The majority of mobile users in the U.K. are engaging with travel content on their mobile devices via the browser; 66 percent of smartphone users and 81 percent of tablet users access travel content exclusively via the browser.

While the mobile browser drives the travel experience, mobile apps are still important to this audience with 21 percent of smartphone users and 10 percent of tablet users accessing travel content only through the app.

In the U.K., tablet usage is consistently leveraged across all travel stages – researching destinations (51 percent), shopping for air and hotel (41 percent), planning trip activities (48 percent) and during a trip (42 percent); the U.K. audience is much more engaged with tablets across all travel stages compared to the U.S. audience.

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