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BizReport : Mobile Marketing : July 27, 2011

Study: Mobile consumers making plans on the go

It's no secret that mobile consumers are primarily logging on to the Web from outside locations - in a car, on a sidewalk, in a mall. But, did you know that mobile consumers aren't just day-to-day traveling? A new report from Mojiva finds that mobile consumers are twice as likely to make travel vacation plans as non-mobile consumers.

by Kristina Knight

mojiva.jpgThe study from Mojiva and Insight Express finds that nearly 80% of mobile consumers have summer travel plans, making them a high target for travel brands. Another third (32%) are planning autumn vacations and 36% plan to travel in the spring. Added to that, these users seem more willing to make travel related purchases via a mobile device.

"Our Travel MAG shows that mobile advertisers are never too late in getting in front of consumers ready to make a travel-related purchase. This data reinforces the notion that users are fully-engaged on their mobile devices, and it benefits marketers who are agile in their campaigns," said Tony Nethercutt, general manager of Mojiva.

Other interesting findings include:

  • 43% would make travel-related purchases up to $200 via mobile device
  • 61% 'will consider' making some kind of travel purchase via mobile
  • 40% say they make family travel decisions
  • "Travel-related interests on mobile devices present marketers with the opportunity to utilize the creative capabilities of mobile devices to immerse their ideal audience with their brand, wherever they may be in the world. If you want to show a luxury resort, or a car rental, a simple text ad on a smartphone may not be enough to drive consumer interest," said Nethercutt.

    For travel brands, this is an indication that they need to be present in mobile - advertising within mobile travel hubs, mapping/GPS hubs or even sponsoring or advertising within travel apps.

    Tags: Insight Express, mobile commerce, mobile marketing, Mojiva, travel advertising, travel content

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