HOTELMARKETING.COM

How UK travelers use the mobile web

December 19, 2011 | Online Travel

According to a new report, m-commerce has truly arrived and, when it comes to travel, consumers are already using mobile devices as part of the online booking process. Yet, the main application is holiday research, as booking a full holiday on a mobile device is according to the report still too complicated.

But, of course, given the mobile nature of the devices, there is a new opportunity for travel-related companies to offer services to ebookers while on a holiday as well as in the run up to it. In the past six months, British adults who own a mobile device used their device abroad in the following ways:

- 57% have used it to send texts
- 45% have made calls
- 32% take video content or photos on their mobile device, with 15% sharing the content on social media and 15% sending video and photos through email
- 14% have researched local information on bars and restaurants
- 13% have researched local tourist attractions
- 24% search on a map or look up directions
- 22% have accessed social media websites
- 14% have checked flight information

And when it comes to travel-related mobile apps in general, over the last 12 months, British mobile ebookers have downloaded the following:

- Apps providing weather reports and updates: 19%
- Apps from hotel providers: 6%
- Apps to find local businesses: 10%
- Apps with tourist city guides: 11%
- Apps for photography for use on holiday: 6%
- Apps for translation: 12%

Download the full report at Tealeaf (1.5 MB)

Visit our sponsors: