Travel Plans: Mobile Search or Apps?
What do people use more to make travel plans; mobile search, or travel apps? Opinion is divided on the matter. Some like Xyologic's Adamovicz call mobile search "obsolete" and suggest we should put our eggs in the app basket. Others, like Google itself, claim that "when booking travel on a mobile device, travelers tend to book via mobile browser".
They can't both be correct at the same time. Which is true?
Apps - Some Data
Nielsen's recent study claims that "apps dominate mobile time spent accessing travel in the U.S.". They monitored hundreds of thousand of data points to produce their study, and claimed such things as:
- 95% - the percentage of time people used on apps while planning trips
- 5% - the percentage of time these same people spent using mobile search.
Clearly, if this data is taken at face value, it would seem that apps are a far more important marketing channel than search.
Search - Some Data
While admittedly biased, Google released some compelling data which I covered in a previous article concerning mobile search. After an exhaustive study, Google concludes that:
- There will be a 68% growth in travel search from mobile devices next year
- Today, 40% of guests book a room using their mobile devices and mobile search