News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Expedia: U.K. mobile market outpacing U.S.
British consumers, and especially British travelers, are a more active and mobile-savvy bunch compared with their U.S. counterparts, according to new research released by Expedia Media Solutions.
The research, conducted by comScore for Expedia, reveals that the U.K. is currently outpacing the U.S. mobile market in terms of usage, access rates and travel category penetration. Today, mobile represents 30% of all Internet usage in the U.K. with 18% coming from smartphones and 12% from tablets.
With regards to mobile access, 57% of the U.K. now owns a smartphone, slightly more than in the U.S. where that figure is 51%. More importantly, for those looking to reach and influence travelers, online travel content reaches two-thirds (69%) of mobile devices in the U.K., compared with 58% in the U.S.
British travelers are also avid mobile shoppers. A quarter of UK travelers booked at least one component of their most recent trip on mobile and those that do have significant potential to become repeat customers. Almost all (90%) of travel bookers using a tablet will do so again as will 70% of smartphone bookers.
"The study shows not only how open U.K. consumers are to engaging on mobile platforms, but it also provides marketers with the insight and tangible takeaways they need to design and implement an effective mobile strategy," said Noah Tratt, global vice president of Expedia Media Solutions.
- Report: Video is video regardless of screen
- Study: US mobile app experience low
- Top 4 tips to succeed at Mother's Day email
- Ad Roundup: New solutions for personalization, collaboration
- How brands can better manage social
- How data impacts marketing automation
- Data breaches take seconds, detection far longer
- Brits' visions of the future include microchipped workers and dating robots
Featured White Papers
- 6 SEO Predictions to Plan for in 2016
To succeed in 2016, marketers must pay heed to a number of critical SEO trends, including how they go about...
- How to Boost Reader Engagement 300%
Building an audience isn't just about quantity: it's also about quality. How can you increase the number of readers who...