UK travel - mobile path-to-purchase study

K UK EDITION MOBILE TRAVEL Almost 30% Where Mobile Travel Users Go to Start their Search use mobile exclusively 42% OF TRAVEL SEARCHERS ACCESS BOTH MOBILE SITES AND APPS FOR RESEARCH for travel research TRAVEL USERS 46% USE WEBSITES 2X 10% USE APPS MORE LIKELY TO USE BRANDED APPS/SITES THAN OTHER CATEGORIES Mobile Travel Users Conduct More Research AT HOME Than Other Categories Heaviest travel research AT HOME RESEARCH in early evening hours 83% 62% USE PC/ONLINE TO SUPPLEMENT THEIR RESEARCH 46% Tablet Searches Smartphone Searches UK Travel Users Conduct Thorough, Active Research 55% TOP MOBILE TRAVEL SEARCHES: 87% 67% 45% MOST IMPORTANT FEATURES FOR TRAVEL SEARCHES: Flights Hotels Trains OPTIMIZED MOBILE SITE OF USERS CONDUCT GOOD REVIEWS RESEARCH FOR A PLANNED PURCHASE Price Is Paramount For Mobile Travel Searchers >25% OF MOBILE TRAVEL SEARCHERS LOOK FOR DEALS PRICE COMPARISONS MOST POPULAR SEARCH ACTIVITY FOR MOBILE USERS %24 73% 66% 1 OUT OF 4 USERS PURCHASE BECAUSE THE PRICE IS RIGHT Tablet Searchers Smartphone Searchers 57% 49% REVIEW LOOKUPS KEY SEARCH ACTIVITY Thorough Research = Longer Path To Purchase 33% OF PURCHASERS HAVE A SPECIFIC BRAND IN MIND 31% 60% %24 PLAN TO PURCHASE WITHIN THE DAY PLAN TO PURCHASE WITHIN THE MONTH OR LONGER BRAND PREFERENCE AND PRICE ARE TOP REASONS FOR TRAVEL PURCHASES Travel Tablet Users More Likely To Convert TABLET USERS MORE LIKELY TO MORE THAN HALF OF TABLET SEARCHERS REPORT MAKING A PURCHASE BOOK RESERVATIONS ON DEVICE 53% 520/ 41% 1 OUT OF 3 38% 23% SMARTPHONES 41% 1 OUT OF 3 J8% 0%0 TRAVEL SEARCHERS COMPLETE PURCHASE ON THEIR MOBILE DEVICE Tablet Users Smartphone Users %24 mobilepathtopurchase.com Source: XAd/Telmetrics Mobile Path-to-Purchase Study 2013. Visit mobilepathtopurchase.com for more info. tel metrics xAd. the power of numbers %24 %24