ITB 2015: Travel apps fail to grab mobile users, research finds – Travolution.co.uk.
A recent Phocuswright study has shown that the use of apps by the study group of travellers was “light” (study of the mobile use of 1,000 European travellers).
Berlin, Gasdia of phocusright described the idea that apps are taking over the internet as “an illusion.” “The mobile web is thriving. Travellers may be spending a lot of time on apps, but not for travel.”
According to the study apps account for just 1% of the time travel consumers spent on mobile and far more time is spent on mobile web browsing. As the average traveller only takes two or three trips a year and will typically look at several hotels and up to 20 site in all while planning a trip. “There is not much incentive to download five to ten apps and keep them updated.”
“13% used a TripAdvisor app but 18% visited via the mobile web. Only 38% of TripAdvisor mobile visitors were app only. 11% used apps of an online travel agency (OTA) but 19% visited the same OTAs via the mobile web.
– See more at: http://www.travolution.co.uk/Articles/2015/03/05/11800/itb+2015+travel+apps+fail+to+grab+mobile+users+research.html#sthash.vqUUBFxe.dpuf
More about Travel apps.. see mobile travel report –
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