U.K. and USA Mobile Market: mobile usage trends, platform preferences and purchase triggers.
As a must-attend landmark for
digital transformations, Connectikpeople.co congratulates Expedia® MediaSolutions (advertising sales division of travel companies the Expedia group),
in its new commitment to provide marketers with the insight and tangible
takeaways they may need to design and implement an effective mobile strategy.
Its new study conducted by comScore, (proprietary research), shows that U.K.
consumers, and especially travelers, are an active, mobile-savvy group
interested in making purchases and conducting research on mobile platforms.
Connectikpeople.co observes that, according to the study, in the U.K.,
mobile now represents 30 percent of all internet usage including 18 percent
from smartphones and 12 percent from tablets. The U.K. is currently outpacing
the U.S. mobile market across usage, access rates and travel category
penetration.
Connectikpeople.co has captured for you the following figures:
- Mobile represents 30 percent of all internet usage in the U.K., compared to 22 percent in the U.S.
- Mobile access is growing rapidly in the U.K. as 57 percent of the population owns a smartphone, while smartphone ownership stands at 51 percent in the U.S.
- In the U.K., online travel content reaches 69 percent of mobile devices, which is 11 percent higher than in the U.S.
When it comes to purchases, U.K. travelers are avid mobile shoppers, making
them a prime demographic for marketers looking to tap into the vast potential
of the U.K. mobile market. According to the study,
- One in four U.K. travelers reported booking at least one component of their most recent trip on mobile
- The incremental opportunity to reach mobile bookers is high, with twenty-three percent of all smartphone owners and 45 percent of all tablet owners likely to book travel using a mobile device within the next year
- Those booking on mobile have the potential to become repeat customers, with seventy percent of smartphone bookers and 90 percent of tablet bookers willing to do so again in the next year
Connectikpeople.co can also observe that, the study further highlights
consumption and booking patterns across platforms, purchasing profiles, content
types and device usage peaks to reveal additional ways marketers can optimize
their reach and influence with the tech-savvy U.K. mobile travel audience.
- Both phone and tablet usage for travel site visitation peaks at night between 8 p.m. and Midnight, while PC travel visitation peaks in the late afternoon between 4 p.m. and 8 p.m.
- U.K. consumers booking hotels are more likely to conduct research on a mobile device, and are more likely to start this research without having decided on a destination
- While travel app usage is roughly one-quarter that of mobile browser usage, it grew by 127 percent year-over-year, whereas mobile sites grew by just seven percent.
