The study by Expedia Media Solutions throws light upon travel content and booking with different devices in the UK. As these days many households have different types of devices, it becomes more important to analyze booking trends, not to mention that marketers have many new opportunities with use of mobile media.
These days, as many as almost three quarters of the UK population (approximately 48 million people) are engaged in travel-related content through their PCs, tablets and smartphones. This is more than in the US, where the audience is two-thirds of the population (63%). Mobile users are equal to PC users in the UK, and the share of mobile users keeps growing. Three of four UK travelers own all three types of devices these days (PC, smartphone and tablet) compare that to one of two UK travelers in 2014. Almost half of travelers in the UK use both PC and mobile device to browse and book hotels. Approximately 25 million of UK consumers access travel content every month, and 70% of them use their smartphones for that. They use their devices to visit various catalogues, online travel agents, car rental services, hotel/resort/cruise reservations and airplane tickets.
UK travel audience use mobile devices to access all travel planning stages, from planning and researching to booking and shopping during their holiday. While many hotel and travel companies have released their apps, vast majority of smartphone and tablet users (66 and 81% respectively) prefer to use browser. Tablet users are more likely to make booking than smartphone users. Over one third of UK owners of tablets (36%) have booked travel using their devices, while only 16% of smartphone users did the same.