According to a recent survey conducted by Opera Mediaworks some of 51% of American travellers said they preferred booking via a mobile device as their digital platform of choice.
Interestingly, 66% of respondents claimed that they preferred using their mobile device during the research phase of a trip.
Although the sample was not large enough (almost 1000 respondents), Opera Mediaworks comments:
“Many advertisers still believe the myth that consumers only turn to their mobile devices for research, searching for related terms or browsing travel apps for ideas of where to go, where to stay and what to do when they get there.”
“But when it comes to converting (i.e., booking flights, hotels) they are still hesitant. Travel-related brands must start taking advantage of this shift in mentality by focusing their KPIs more on conversion than awareness and engagement.”