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BizReport : Mobile Marketing : September 04, 2012

Travel: Mobile app use far exceeds mobile web

When Nielsen analyzed the use of apps and the mobile web in the travel market they found that consumers tend to use apps for navigation and guidance and the mobile web for trip planning and research.

by Helen Leggatt

According to Nielsen, almost 95% of all Android and iOS mobile traffic to travel-related content comes from mobile apps.

Just 5% of traffic comes via the mobile web.

The app/mobile web split is very different across travel categories:

(%App vs. %Web)

Airlines - 61% vs. 39%
Cruise Lines - 0% vs. 100%
Ground Transportation - 14% vs. 86%
Hotel - 31% vs. 69%
Maps/Navigation - 98% vs. 2%
Multi-category travel - 79% vs. 21%
Travel Destinations/Theme Parks - 54% vs. 46%

"When looking at the top U.S. travel apps and sites, consumers seemingly prefer apps for guidance and the mobile web for trip planning," notes Nielsen in a recent press release. "Seven out of the top 10 Travel apps during June 2012 featured a map/navigation function, while the top mobile websites mostly included airlines and travel aggregators, such as TripAdvisor and"

The figures analyzed were for June, 2012, a month during which Google Maps was the top travel app and website and accounted for 78% of all mobile time spent on travel-related content. Google clocked up a total of 78 million app users during June, 2012, and another 17 million on the mobile web.

Tags: mobile apps, mobile marketing, mobile usage trends, mobile web, travel industry

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