comScore: 61% of tablet users have used their devices to make travel reservations

A recent survey report shows that with the rapid increase in the use of iPads and other tablets, travel bookings from mobile devices are growing rapidly. In addition, the rise of tablets has also created a new market for mobile advertising.

Expedia Media Solutions, the advertising company under the global OTA Expedia, commissioned digital application research agency comScore to conduct a survey on mobile advertising.

The survey showed that 61% of tablet users had used their devices to book travel products and services in the first half of this year.

The report's authors make the following key points:

• It is not too late for enterprises to enter the mobile field now, and they have the opportunity to become comprehensive leaders in this growing field.

• Mobile channels help you reach a large audience at the specific moment when potential customers are most interested in travel content, more than any other medium. More than 1/3 of mobile device users already use their devices to plan their travel while on the go.

• APP can most effectively help companies reach more audiences and increase brand stickiness.

• Users have a variety of different devices, which makes it challenging for companies to create a unified brand image across platforms.

The survey reported that 48% of respondents had used a tablet or smartphone to plan a trip this year (so far).

Among travelers who own a mobile device, 61% have used a tablet to purchase travel products or services (usually related to hotel reservations or air travel) in the past six months, compared to 51% who used a smartphone, suggesting that mobile devices with larger touchscreens have an advantage.

Special offers and promotions (64%), photos (55%) and product recommendations (38%) are the most popular content among users.

The Expedia app for smartphones and tablets was the most popular of all apps because of its "ease of use" and "user-friendly interface" (Note: The above survey report was sponsored by Expedia.)

ComScore Media Metrix's data results in June 2012 showed that Delta Airlines' Fly Delta APP had a clear advantage in "average time users spend using the APP", and the tool was very popular among users.

via: traveldaily