73% of Brits interacting with travel-related content on mobile

Nearly three-quarters (73%) of the 48m Brits connected to digital are interacting with travel-related content on mobile, suggests a new study from Expedia.

The research revealed that smartphone users in the UK are the most likely to access travel content in a given month – highlighting the increasing opportunity for brands to reach customers in the UK across smartphones, tablets and PCs.

PC usage remains high, according the study,  but mobile device ownership continues to rise in the UK (outpacing the US).

Highlights from the study:

• Nearly half of the travel audience in the UK engages with travel on both their PC and mobile devices each month
• Among the 25 million UK consumers using mobile devices to access travel content monthly, 70% access travel content only via smartphone; 14% use both smartphone and tablet
• The majority of UK users access all of the travel categories—including travel information, ground/cruise, hotels/resorts, online travel agents, airlines, car rental, and travel—via PC, however more than one-fourth of the total travel audience only accesses travel content through their mobile device
• The majority of mobile users in the UK are engaging with travel content on their mobile devices via the browser; 66 percent of smartphone users and 81 percent of tablet users access travel content exclusively via the browser

“Mobile adoption is showing no sign of slowing, and people are getting even savvier with how they are using tablets and smartphones for travel content consumption and booking,” said Noah Tratt, global senior vice president of media solutions at Expedia, Inc.

“Using these insights, marketers can better understand UK travel audience behaviours across devices and better identify effective points of engagement on each device and during any stage of the of the travel experience.”