Mobile travel marketing deep dive – devices, campaign strategy, spend and more

Mobile travel marketing deep dive – devices, campaign strategy, spend and more

Airlines and booking websites are the two segments investing most heavily in mobile advertising while the drive to increase site/mobile traffic is almost double in travel compared to other industries.

Research from Millennial Media, a mobile advertising specialist, and comScore, analyzes travel-related activities by thousands of users to understand travel brands’ advertising spend activity on mobile, their requirements and strategy to reach target customers.

Mobile currently accounts for 12% of total digital advertising spend in the travel vertical and is increasing, according to eMarketer.

Key takeaways from the study are:

Mobile travel audience – demographic, income

The majority of mobile travel consumers are male and aged between 25-44 while the number of travel consumers in the 25-34 age range is double, in percentage terms, of the total mobile audience in the same age range.

Here, ‘travel audience’ is defined as consumers who frequently engage with travel content and advertisements via mobile devices.

More than 90% of this mobile travel audience owns a smartphone (compared to 65% overall), while 51% owns a tablet (compared to 33% overall).

This device ownership also correlates with the average household income, as 61% of the mobile travel audience earns more than $60,000 a year, compared to 58% of the total mobile audience.

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Mobile travel cross-screen usage

Travel consumers are spending more of their time across multiple devices to engage in mobile activities.

The preference to use PC for travel-related activities increases with age although the 55+ years group are the highest smartphone and tablet users.

Interestingly, 18-24 year-olds spend the least amount of time in travel content but still make up one of the highest percentages of time spent when compared to other age groups.

On average, travel content is consumed on mobile devices for about 32-33% of the time.

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Mobile travel usage – by location

When it comes to the location where the mobile travel audience performs travel-related activities on mobile, ‘home’ leads the chart by a huge margin – 61% of mobile and 70% of the tablet audience research or book travel when at home.

In addition, 33% of mobile and 22% of tablet audience research or book travel while they are travelling.

It’s interesting to observe that, except at home, the usage of mobile phones is higher in all other locations – at work, at a hotel, at the airport, in the destination city, etc. Tablet usage is high only when the consumers are at home.

Apart from the audience using their mobile devices for research activities such as discovering new destinations or looking up flight and hotel options, they also use their devices while traveling for directions, recommendations and information in a new or unfamiliar location.

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Mobile travel research – by device

When it comes to travel research, the hospitality segment leads others as the top activity performed by 83% of mobile (and 74% of tablet) users. The other popular travel research segments are flights and car rental.

When compared to the research performed on a train, bus, cruise and package deals, research on hotels is about four times greater.

It should also be noted that smartphones overtake tablets in all segments of research although the percentage difference between the devices is minimal.

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Mobile travel purchase – by device

When it comes to making travel purchases, two-thirds use mobile devices to make hotel reservations, while making flight reservations is the second most common activity on either device, done by nearly half of travellers.

Looking at the chart above in conjuction with the chart below we gain deeper insight:

  • 82% of travelers research hotels on their mobile devices, while 67% purchase hotels on them (in case of tablets, its 74% research vs 64% purchase)
  • 67% of travelers research flights on their mobile devices, while 49% purchase flights on mobile.

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Flight and hotel activities performed on smartphones

Hotel and flight emerge as the two most popular travel activities on mobile.

For flights, the top activities the mobile travel audience performs include – checking fare, checking status/schedule, check-in and getting alerts.

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For hotels, checking price and availability are the top activities carried out on mobile. Other popular activities include looking up an address/direction, reading reviews and retrieving confirmation number.

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via Mobile travel marketing deep dive – devices, campaign strategy, spend and more.

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MediaPost Publications Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders 04/30/2014

Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders

by Mark Walsh, Apr 30, 2014, 12:04 AM

LG Cookie Fresh GS290 Smartphone

LG Cookie Fresh GS290 Smartphone (Photo credit: digitpedia)

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

via MediaPost Publications Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders 04/30/2014.

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