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BizReport : Mobile Marketing : May 09, 2012

Why travel advertisers need to think mobile

Earlier this year eMarketer noted more than 12 million travel-minded consumers used a mobile device to book a trip (2011); mobile consumers booking trips via mobile are expected to triple over the next four years, making the mobile channel an important one for travel brands. New research shows how travel-minded consumers are now engaging with mobile content.

by Kristina Knight

Jumptap finds the mobile channels most valuable for travel brands include Travel, Entertainment and Games. These channels performed highest for mobile brands for both app and mobile browser traffic.

"Spring, summer and holiday months are excellent times for advertisers to leverage mobile traffic to Travel channels. By creating campaigns for both tablets and smartphones, advertisers can take advantage of the strengths of both devices to appeal to consumers booking travel. Tablets offer a larger form factor perfect for displaying photos and in-depth travel information, while smartphone campaigns capture on-the-go consumers looking for click-to-call and location-based features," writes Jumptap.

Data from comScore is similar to that found on the Jumptap network. One in five smartphone owners, finds comScore researchers, booked a trip through their mobile device. Four in five consumers access air and hotel content through a mobile device. Other popular travel-related activities included:

• Checking airfare prices (26%)
• Checking flight schedules/status (25% each)
• Receiving price alerts for flights (19%)
• Cancelling a flight (10%)

"The on-the-go convenience of smartphones has facilitated their emergence as an essential companion for travelers," said Mark Donovan, comScore SVP of mobile. "We all know how hectic a travel experience can be, but smartphones have really stepped in to meet a variety of needs for travelers, such as coordination of schedules, locations, trip itineraries and transactions."

Both men and younger demographics are more likely to consume travel content via mobile.

Image via Shutterstock

Tags: comScore, Jumptap, mobile content, mobile content consumption, mobile marketing, mobile travel content, mobile trends

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