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29/09/2011 / loyaltymarketingnews

iPad users more likely to book travel using their devices

A new report by Greystripe found that there is a dramatic link between travel activities and tablet usage.

In fact, 67 percent of iPad users are frequent travelers, 60 percent have booked travel with the device and 93 percent regularly engage with the device while traveling.

“Mobile plays a critical role in the travel planning and booking process for the majority of iPad, iPhone and Android users, making these devices an ideal advertising channel for travel companies,” said Dane Holewinski, director of marketing at Greystripe, San Francisco. 

Greystripe is a division of ValueClick. It is a mobile advertising network. The data presented in its study is based on 971 users on Greystripe’s network from June 1 to July 31.

The study found that although most smartphone and tablet users use their device while traveling, iPad users are 60 percent more likely than iPhone and Android users (49 percent) to use their device to book travel.

The results of the study correlate with the sudden boom in travel sector mobile ad campaigns on Greystripe’s network.

According to Greystripe, iPads are especially vacation and business travel-friendly. A whopping 91 percent of iPad users have used their device for a travel-related activity such as researching, booking, making reservations and renting cars.

Forty-seven percent of consumers surveyed said they used their iPad to book a hotel, 37 percent have booked a flight, 28 percent have made a restaurant reservation and 24 percent rented a car.

On the other hand, iPod touch and smartphone users are more likely to use the mobile Web for their travel needs than apps.

As a matter of fact, 69 percent of iPad users compared to 60 percent of smartphone users have used the mobile Web to book travel, get travel information or research local attractions, restaurants and activities.

Comparatively, 50 percent of iPad and 52 percent of smartphone users have used apps to book travel, get travel information or research local attractions, restaurants and activities.

“IPad users are more likely to book travel using their mobile devices,” Mr. Holewinski said. “IPad users are less price-conscious and are less influenced by discounts, promotions or coupons [than smartphone users are].

“The majority of iPad users are frequent travelers and use their device in the travel planning and booking process,” he said. “Therefore, the iPad is an ideal platform for travel companies to engage their target audience with rich ads and video to further brand awareness and drive sales.”

 

(via Mobile Marketer)

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