UK mobile market is outpacing US

The UK mobile market is outpacing that of the US with regard to mobile access prevalence and smartphone penetration, a new study has found.

Commissioned by Expedia Media Solutions and conducted by comScore, the proprietary research shows that UK consumers, and especially travelers, are an active, mobile-savvy group interested in making purchases and conducting research on mobile platforms.

According to the study, in the UK, mobile now represents 30% of all internet usage including 18% from smartphones and 12% from tablets, demonstrating the vast and valuable mobile market.

The UK mobile market is rich with potential for those trying to reach and influence consumers, particularly travelers.  When it comes to purchases, UK travelers are avid mobile shoppers, making them a prime demographic for marketers looking to tap into the vast potential of the UK mobile market.

According to the study:

• One in four UK travelers reported booking at least one component of their most recent trip on mobile.
• The incremental opportunity to reach mobile bookers is high, with 23% of all smartphone owners and 45% of all tablet owners likely to book travel using a mobile device within the next year.
• Those booking on mobile have the potential to become repeat customers, with seventy percent of smartphone bookers and 90% of tablet bookers willing to do so again in the next year

Noah Tratt, global vice president of Expedia Media Solutions, said: “The study shows not only how open UK 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.”