Price is Paramount to UK Mobile Travel Searchers Says xAd-Telmetrics UK Mobile Path-to-Purchase Study
XAD | 06 / 18 / 2013
1 out of 3 UK Travel Searchers Make Travel Reservations on Their Mobile Device; Tablet Searchers More Likely to Convert
(PRWEB) June 18, 2013
xAd, a leading mobile-location based advertising network, and Telmetrics, the top mobile call measurement provider, today announced the travel results of the first U.K. Mobile Path-to-Purchase research study, conducted by Nielsen. The results show significant mobile travel purchase activity with half (47 percent) of U.K. mobile travel searchers making a purchase or reservation and nearly 1 out of 3 doing so on their mobile devices. While 62 percent of mobile travel searchers use the PC to supplement their online research, 28 percent use their mobile devices exclusively for a mix of research and purchase activity.
Price Plays Key Role in U.K. Travel Mobile Path to Purchase
With the economy putting pressure on Britons’ cherished travel and holiday plans, pricing is top of mind. In fact, when researching travel on their mobile devices, 70 percent of U.K. mobile searchers reported that price comparisons are their top mobile travel activity. Deals were important to 26 percent of mobile travel searchers and 1 out of 4 made a purchase because the price was right. In addition to pricing, other popular mobile travel search activities include reviews (49 percent) and location look ups (31 percent) for smartphone searchers and reviews (57 percent) and booking reservations (38 percent) for tablet users.
“As marketers try to take advantage of the coming summer holiday exodus, it is important to remember the role mobile plays in Britons’ travel planning – many U.K. mobile consumers are researching and booking travel reservations on their mobile devices,” said Bill Dinan, president of Telmetrics. “With price comparisons being the top mobile travel activity, brand marketers must ensure their mobile sites/apps include easy to navigate pricing tools and features to aid in consumers’ purchase decisions.”
U.K. Mobile Travel Users Research Thoroughly Prior to Purchase
According to the study, U.K. mobile travel searchers take their time to conduct research before making a purchase. More than half (55 percent) of travel searchers reported that they were conducting research for a planned purchase with the most mobile travel searches conducted for flights (81 percent) and hotels (67 percent). Both search activities skewed higher on tablets, and were followed by train journeys (45 percent), which skewed higher on smartphones.
More mobile travel research was conducted at home than in other categories with 83 percent of tablet searches and 46 percent of smartphone searches conducted at home. To help marketers understand the U.K. travel searchers’ mobile needs, U.K. travel searchers ranked Optimized Mobile Sites as the most important feature for travel searches (37 percent); followed by Reviews (24 percent) and Top Results Listings (11 percent).
“More and more mobile travel users are starting to use their devices exclusively in their research and shopping process, so marketers need to ensure they are providing mobile optimized site and app options so research and advertising information is easier to consume,” said Monica Ho, vice president of marketing, xAd, Inc. “In addition, utilizing separate strategies for smartphone and tablet searchers is key to satisfying mobile consumers’ unique device-related needs.”
Travel Category Has Strong Purchase Activity with Tablet Searchers More Likely to Convert
The study showed that while nearly half of U.K. mobile travel consumers are ultimately making a purchase, tablet searchers are more likely to convert – 53 percent of tablet searchers report making a purchase compared to 41 percent of smartphone searchers. Similarly, while 31 percent of U.K. travel searchers book reservations on their mobile devices, tablet users are more likely to do so – 38 percent of tablet searchers compared to 23 percent of smartphone searchers. Brand preference and price were the top two reasons mobile travel searchers made a purchase with one-third of travel searchers reporting they already had a specific brand/option in mind. Overall, mobile travel searchers have a longer path to purchase than other categories – likely because of the financial commitment. While 31 percent plan to purchase within the day, the majority (60 percent) plan to purchase within a month or longer.