Efficient Frontier: Research shows that the click-through rate of mobile device searches for travel products is 61% higher than traditional Internet searches

Research from online performance marketing company Efficient Frontier shows that click-through rates for travel searches on mobile devices are 61% higher than when using a traditional internet connection.

However, mobile conversion rates are 49% lower than traditional Internet connections.

Efficient Frontier said the findings highlighted that the majority of searches with purchase intent are generated through traditional means, but it still believes that travel companies can gain opportunities through mobile internet.

Jonathan Beeston, the company's global head of marketing, said: "There is a clear growth opportunity for travel companies in mobile applications."

“The cost of mobile pay-per-click is 65% lower than traditional methods, which shows that it is of great value to travel advertisers. If you seize the opportunity, the return on investment will be very high.”

"There is a great opportunity for local advertisers, such as restaurants, bars or attractions. Google research shows that one-third of mobile searches are related to local businesses."

This analysis shows that the average click-through rate for product prices via mobile is 5.82%, while the click-through rate for prices via fixed Internet is 3.56%.

Compared with fixed-line web searches, mobile searches still account for a relatively low proportion, accounting for only 4.2% of total searches, but travel companies believe that mobile channels will bring greater returns than other channels.

From a financial perspective, the conversion rate for mobile searches is only 0.08%, while the conversion rate for Internet access through fixed links is 0.31%.

Since mobile apps have higher click-through rates, mobile searches account for 6-7% of total search traffic on travel sites, according to Efficient Frontier.

The report analysed mobile search data for major travel advertisers in the UK over a three-month period, alongside corresponding fixed-line search data.