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.
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