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Affiliate marketing pioneer Tradedoubler has published new research that shows 19% of consumers now book holidays via their mobile phones. The figures come from a new whitepaper; ‘Performance Marketing: Travellers & Purchase Paths’.
Market research company Fox Insight contacted 2,500 smartphone users in the UK, France, Germany, Italy, Netherlands, Spain, Sweden and Poland who shopped at least once a month online.
The figure was highest amongst 25 to 34-year-olds; 28% of this age group had booked holidays via mobile in the past year.
62% of people who’d taken a holiday in the past two years had chosen to book their flights and hotels separately instead of picking a traditional ‘package deal’.
Most travellers were using performance marketing sites and applications to help them find the best price. 59% used websites or apps when choosing holidays, 57% for hotels and 53% for flights.
Dan Cohen, Regional Director at Tradedoubler, said “Holidaymakers now have unprecedented levels of information and offers at their fingertips and it’s driving a significant shift in how they research and book holidays. One in five now book holidays using a mobile, a figure that rises to 28% amongst mobile-savvy 25-34 year olds. Airlines, hotels and holiday operators without a presence on the right performance channels are going to lose out.”
Europeans currently spend over €98 billion (£84.7 billion) online on travel, with this figure expected to grow by 7% per year to reach €112.2 billion in 2014. At the moment 41% of all consumer travel spend is online; this is predicted to reach 44% by 2014.
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