Survey says 40 million using smartphones for travel
A new study by comScore, Inc., a digital marketing intelligence firm, shows that nearly 40 million consumers used travel sites or apps from their smartphone in July 2012.
Travel app/site users reached 37 percent of the smartphone population.
TripAdvisor Media Group led as the top travel destination for smartphone owners with an audience of 6.7 million visitors, while Expedia Inc. secured the #2 spot with nearly 6 million visitors. Southwest Airlines led as the top airline in the ranking reaching an audience of 4.1 million visitors, while Delta Airlines also ranked among the top 10 destinations with an audience of 2.1 million visitors.
Priceline.com secured the #4 spot with 3.5 million visitors while Travora Media, which includes Flightaware and Hotelplanner among other entities, ranked fifth with 2.5 million visitors.
The survey also found significant differences in travel app and site use between female and male smartphone users across travel brands.
Among OTA smartphone audiences, women represented a relatively greater proportion of all visitors. Compared to the total Travel category, females represented 14 percent more visitors to Expedia Inc., 12 percent more visitors to Kayak.com, and 22 percent more for Orbitz.
The most dramatic gender difference among OTAs was demonstrated by Travelocity where 65.9 percent of the brand’s smartphone audience was female. Priceline was the only OTA among the top 15 properties where men accounted for the majority of visitors at 53.4 percent (the influence of the Negiotatior?).
Among top airline sites and apps, males accounted for nearly 3 in 4 visitors to Delta Airlines, while Southwest Airlines saw females account for 3 in 5 visitors. Hotel brands also saw men and women using smartphones differently. InterContinental Hotels Groups and Wyndham Worldwide saw women account for the majority of smartphone visitors, while Hilton saw men represent 66.8 percent of its smartphone audience. Among top hotel brands, Marriot saw the most even distribution of its audience between males and females.
Source: com.score.Inc
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