News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Half of British holidaymakers don't trust mobile apps
British holidaymakers don't put much faith in mobile apps for booking accommodation and travel, according to a recent survey by budget holiday company Sunshine.co.uk.
The mobile app market is worth billions, but not all Brits are taking to the channel to book hotels and flights. Sunshine.co.uk's survey of over 1,500 UK adults found that over half (53%) did not trust holiday booking apps due to security concerns (32%), concerns they might not get what they expect (25%) and little knowledge of which third-party was behind the app (16%) (except for big brand apps).
Adding to consumers' mistrust of hotel or holiday booking apps is that a few users have had bad experiences. Of the 4% who had had problems, 22% felt they had been misled by app content and were disappointed with their holiday. Another 16% were disappointed to find that they hadn't got as good a deal as they had thought.
While 13% of all respondents had previously used an app on their smartphone or tablet to make a holiday booking, the preferred channel remains 'online', cited by over two-thirds (67%). This was closely followed by 'high street travel agents' (41%) and 'telephone bookings' (29%).
While apps may have a way to go before gaining consumer trust, mobile-optimized websites already play a significant role in holiday booking. Recent figures released by Travelbag show that, since the launch of their mobile-optimized website, conversion rates are up. In fact, the average order value of bookings made on Travelbag.co.uk is, for the first time ever, higher among smartphone users than desktop users. Demonstrating that high value purchases are no longer a barrier to mobile use, the highest order made on a smartphone with Travelbag.co.uk totaled $12,807.
Image via Shutterstock
- Demandbase: What won't happen in 2015
- Ecommerce Roundup: Shoppers findings leads on social media
- Report: Analysis high on B2Bers New Year List
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...