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BizReport : Mobile Marketing : May 22, 2013

JiWire: Mobile engaging travel consumers

Travel brands: don't forget mobile in those summer campaigns. According to new data out from JiWire travel is especially engaging via mobile. Their new report shows more than half of consumers used a mobile device to book travel plans - hotels, rental cars, airline tickets - over the past 90 days.

by Kristina Knight

According to the latest JiWire Mobile Audience Insights Report, Q1 saw more consumers looking into travel plans across platforms: researching trips via PC and then booking via mobile device, for example. Mobile apps were found to be the place most consumers preferred to book travel plans.

"Mobile continues to impact all aspects of consumer behavior, and we're certainly seeing this shift with travel related services," said David Staas, President, JiWire. "This quarter's report uncovered how the increasing use of smartphones and tablets is influencing travel research and purchases, revealing significant cross device behaviors. Understanding these trends will be important for advertisers and content developers to effectively engage their audience going forward."

Other interesting findings include:

• Almost 50% of 'active mobile' consumers used both smartphone and tablet for travel research
• 55% are booking reservations for current and future travel plans
• 44% are spending $500 or more when booking via mobile device
As for what travel consumers are looking for when booking reservations, business travelers are most interested in loyalty programs while leisure travelers are most interested in discounts and promotions.

Meanwhile, while traveling, tablet users are most likely to logon to public/free WiFi huge at airports (28%), and 64% are now logging on to the mobile web while at their hotel. As for smartphone users, they are most likely to access public WiFi at restaurants (81%). More than half of WiFi connections (60%) are now from a mobile device, an increase of 33% over 2012.

Image via Shutterstock

Tags: JiWire, mobile marketing, mobile travel booking, mobile trends, travel advertising

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