Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders
by Mark Walsh, Apr 30, 2014, 12:04 AM
Mobile has always been seen as a natural fit with travel as a technology built for on-the-go communication. That has become even more true with smartphones serving as digital Swiss Army knives, used for everything from researching travel to getting directions or finding a nearby bank branch.
A new study by comScore on behalf of Millennial Media takes a closer look at the demographics and behavior of the audience for mobile travel content. It also examines how travel advertisers approach mobile.
The mobile travel audience skews male (60%), with the majority in the 25-44 age range. The single biggest demo (35%) is those 25-34. More than nine in 10 (93%) own a smartphone, compared to 65% for the broader U.S. population. And half (51%) own a tablet versus 33% overall.
The study found the mobile travel audience is increasingly turning to mobile devices for booking travel in the last year. About two-thirds use smartphones and tablets to book hotel rooms, and half (49%) to make flight reservations. About a third reserved rental cars through their devices.
On the advertising side, eMarketer estimates mobile accounts for 12% of total digital advertising spend in the travel category — a bit lower than might be expected, given the use of mobile in the travel process. And travel ranks as the seventh-largest spending vertical on Millennial Media’s mobile ad network, behind others like entertainment, retail and telecom.
What parts of the travel industry spend most in mobile? Airlines account for 30%, followed by booking sites and apps (22%), tourism (14%), amusement parks (12%) and hotels (11%). The vast majority of ads (72%) ran on iOS devices versus 26% on Android. And 64% appeared on smartphones compared to 34% on tablets.
Among other findings from the study:
*Almost three-quarters (73%) of the mobile travel audience is comfortable using multiple devices at one time to research and book travel
*App downloads are the most common type of ad call-to-action
*Gaming, productivity, dating and shopping/retail apps showed the highest interaction for travel campaigns