Latest research from eMarketer shows that tablets take up a significant share of travel traffic which is not really a surprise taking into consideration the huge growth predictions for tablet adoption, usage and browsing figures. Mobile traffic is becoming increasingly important in the travel industry, especially with consumers increasing searches made through mobile devices whereas desktop queries are decreasing. For 2013, searches from tablets are expected to increase by 180%. Already tablets overtake Smartphones for hotel website traffic. Adobe’s Hotel Benchmarking Metrics revealed that tablets generate nearly 60% of mobile visits in 2012, which is an incredible figure and shows the sheer power of tablets in tourism. Mobile phones account for 41% of mobile hotel website visits worldwide (eMarketer).
Consumers are increasingly browsing on tablets and Smartphones and their consumer behaviour also becomes more distinct. Tablets are used similarly to desktops whereas mobile phones are used for on the go searches. However, due to the size of tablets, they are used not just at home but also while travelling or during a holiday. In terms of browsing, the average number of page views when using a tablet is 4.9 websites, which is higher than when using a computer or mobile phone with 4.7 and 3.4 pages respectively. This indicates that because of the easy usability of tablets for browsing, consumers are actually looking through more pages than on other devices.
Tourism and tablet browsing
Within Adobe’s study, travel received the most traffic from tablets indicating that travellers were very open to the idea of browsing for holidays and holiday experiences on their tablets rather than mobile phones or desktop computers. Around 11% of total internet traffic comes from consumers using their tablets and 10% using their Smartphones. This is quite interesting, as no other industry received that much tablet traffic nor mobile traffic. For tourism organisations and destinations, it is very important to consider the huge potentials arising from the high figures in terms of mobile and tablet traffic. Optimising all the content available on all channels is absolutely crucial.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer