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BizReport : Mobile Marketing : May 01, 2011

EyeForTravel: Travel industry invests more in mobile websites than apps

In an upcoming report by EyeForTravel it is revealed that the travel industry is less focused on building mobile apps and investing more in mobile websites.

by Helen Leggatt

eyefortravel-logo_small_000.jpgAccording to the new report, the "Travel Distribution and Marketing Barometer" 8% of large travel companies with marketing budgets of between $50 and $100 million do not have a mobile website.

However, one quarter do not have a mobile app.

The report findings suggest that the cost of developing mobile apps may be the reason for the investment in mobile websites, particularly as there is little difference in traffic uplift between the two (42%).

Among smaller companies the cost of mobile marketing is preventing them from entering the space, or at least maximizing performance.

"The cost of mobile marketing seems to be hindering the smaller travel companies," says EyeForTravel on its blog. "Over 67% of travel companies with a marketing budget of less than US$400K are not yet tracking and recording traffic and bookings from mobile browsing or apps. With reporting a 400% growth in mobile browsing in 2010, tracking is obviously key."

For most companies, building a mobile website is perhaps the best first move in to mobile. While mobile apps are effective for specific tasks, or interactivity in the form of games or gadgets, offering mobile-friendly content to the widest possible audience is better achieved via mobile website.

EyeForTravel's report is due to be released on 10-11th May, 2011.

Tags: mobile apps, mobile marketing, mobile trends, mobile website, travel industry

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