34% of top 50 UK travel brands have no mobile presence
Nearly half (48 per cent) of the UK’s top travel brands have a mobile app, but only 56 per cent of those apps are transactional, research from the IAB has found.
The research, carried out between September and October 2013 across the top 50 travel companies spending the most on advertising in the UK, discovered that 48 per cent also have a mobile optimised website, while 34 per cent of have no mobile presence at all.
IAB’s head of mobile, Alex Kozlof, said: “With British consumers now spending more time than ever online, an average of 43 hours per month, it’s surprising to see that such a large percentage of the top 50 UK travel advertisers still have no mobile presence. Mobile now accounts for 14 per cent of total digital spend, it’s a medium that can’t be ignored.”
The study also revealed that less than half (42 per cent) of the top 50 travel advertisers optimised their search campaigns for mobile, compared to 48 per cent of retail advertisers who were shown to do so in IAB’s Mobile Retail Audit.
Only four per cent of the top 50 travel companies had a site specifically designed for tablet.