Welcome!

News Feed Item

U.K. Mobile Market Outpacing U.S. According to New Study from Expedia Media Solutions and comScore

A new study from Expedia® Media Solutions, the advertising sales division of one of the world’s largest travel companies the Expedia group, provides an in-depth analysis of the mobile consumption patterns of U.K. consumers and reveals that the U.K. mobile market is outpacing that of the U.S. with regard to mobile access prevalence and smartphone penetration.

Commissioned by Expedia Media Solutions and conducted by comScore, the proprietary research shows that U.K. consumers, and especially travelers, are an active, mobile-savvy group interested in making purchases and conducting research on mobile platforms. According to the study, in the U.K., mobile now represents 30 percent of all internet usage including 18 percent from smartphones and 12 percent from tablets, demonstrating the vast and valuable mobile market. Through key U.K. to U.S. market comparisons, mobile usage trends, platform preferences and purchase triggers, the study provides valuable insights on reaching and influencing U.K. mobile users in meaningful ways.

The U.K. mobile market is rich with potential for those trying to reach and influence consumers, particularly travelers. The U.K. is currently outpacing the U.S. mobile market across usage, access rates and travel category penetration. The study outlines:

  • Mobile represents 30 percent of all internet usage in the U.K., compared to 22 percent in the U.S.
  • Mobile access is growing rapidly in the U.K. as 57 percent of the population owns a smartphone, while smartphone ownership stands at 51 percent in the U.S.
  • In the U.K., online travel content reaches 69 percent of mobile devices, which is 11 percent higher than in the U.S.

When it comes to purchases, U.K. travelers are avid mobile shoppers, making them a prime demographic for marketers looking to tap into the vast potential of the U.K. mobile market. According to the study,

  • One in four U.K. travelers reported booking at least one component of their most recent trip on mobile
  • The incremental opportunity to reach mobile bookers is high, with twenty-three percent of all smartphone owners and 45 percent of all tablet owners likely to book travel using a mobile device within the next year
  • Those booking on mobile have the potential to become repeat customers, with seventy percent of smartphone bookers and 90 percent of tablet bookers willing to do so again in the next year

The study further highlights consumption and booking patterns across platforms, purchasing profiles, content types and device usage peaks to reveal additional ways marketers can optimize their reach and influence with the tech-savvy U.K. mobile travel audience.

  • Both phone and tablet usage for travel site visitation peaks at night between 8 p.m. and Midnight, while PC travel visitation peaks in the late afternoon between 4 p.m. and 8 p.m.
  • U.K. consumers booking hotels are more likely to conduct research on a mobile device, and are more likely to start this research without having decided on a destination
  • While travel app usage is roughly one-quarter that of mobile browser usage, it grew by 127 percent year-over-year, whereas mobile sites grew by just seven percent

“The study shows not only how open U.K. consumers are to engaging on mobile platforms, but it also provides marketers with the insight and tangible takeaways they need to design and implement an effective mobile strategy,” said Noah Tratt, global vice president of Expedia Media Solutions. “At Expedia, we’re constantly looking to evolve the ways we engage with consumers so that we can provide our media partners with the cutting-edge solutions and research–based insights, like those from the mobile study, needed to drive business results.”

Expedia.com recently launched a redesigned homepage featuring a fully responsive design and a simpler, more streamlined layout intended to meet the evolving needs of today’s increasingly mobile travelers. Specifically optimized for desktops and mobile devices to load pages nearly twice as fast as before, the home page provides the best user experience across all devices. Media partners are able to leverage this innovation so that they can optimize engagement with their mobile audiences.

Expedia Media Solutions currently offers mobile solutions for Expedia.com®, Hotels.com® and Hotwire®. Additional mobile display ad opportunities will be available in the near future. For more information on Expedia Media Solutions, please visit www.advertising.expedia.com.

To view the full study and methodology please visit: http://bit.ly/1dNVPAW.

About Expedia Media Solutions

Formed in 2007, Expedia Media Solutions is dedicated to building online and offline media partnerships for travel and non-travel brand advertisers and to enable them to leverage the unique media value of Expedia’s network of leading travel brands and global points of sale. For more information, visit www.advertising.expedia.com.

About the Expedia group

The Expedia group is one of the world’s largest travel companies, with an extensive brand portfolio that includes leading online travel brands, such as:

  • Expedia.com®, the world’s largest full service online travel agency, with localized sites in 31 countries
  • Hotels.com®, the hotel specialist with sites in more than 60 countries
  • Hotwire®, a leading discount travel site that offers opaque deals in 12 countries throughout North America, Europe and Asia
  • Egencia®, the world's fifth largest corporate travel management company
  • eLong™, the second largest online travel company in China
  • Venere.com™, the online hotel reservation specialist in Europe
  • trivago®, a leading online hotel metasearch company with sites in 45 countries
  • Expedia Local Expert®, a provider of online and in-market concierge services, activities and experiences in hundreds of destinations worldwide
  • Classic Vacations®, a top luxury travel specialist
  • Expedia® CruiseShipCenters®, one of North America’s leading retail cruise vacation experts
  • CarRentals.com, the premier car rental booking company on the web.

The company delivers consumers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers the opportunity to reach a highly valuable audience of in-market consumers through Expedia Media Solutions. Expedia also powers bookings for some of the world’s leading airlines and hotels, top consumer brands, high traffic websites, and thousands of active affiliates through Expedia® Affiliate Network. For corporate and industry news and views, visit us at www.expediainc.com or follow us on Twitter @expediainc.

Trademarks and logos are the property of their respective owners. © 2014 Expedia, Inc. All rights reserved. CST: 2029030-50

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, explained the best practices of continuous testing at high scale, which is rele...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and Containers together help companies to achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of D...
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus o...
"We're bringing out a new application monitoring system to the DevOps space. It manages large enterprise applications that are distributed throughout a node in many enterprises and we manage them as one collective," explained Kevin Barnes, President of eCube Systems, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
In his General Session at DevOps Summit, Asaf Yigal, Co-Founder & VP of Product at Logz.io, will explore the value of Kibana 4 for log analysis and will give a real live, hands-on tutorial on how to set up Kibana 4 and get the most out of Apache log files. He will examine three use cases: IT operations, business intelligence, and security and compliance. This is a hands-on session that will require participants to bring their own laptops, and we will provide the rest.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
@DevOpsSummit at Cloud taking place June 6-8, 2017, at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developm...
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, will highlight the current challenges of these transformative technologies and share strategies for preparing your organization for these changes. This “view from the top” will outline the latest trends and developm...
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
When you focus on a journey from up-close, you look at your own technical and cultural history and how you changed it for the benefit of the customer. This was our starting point: too many integration issues, 13 SWP days and very long cycles. It was evident that in this fast-paced industry we could no longer afford this reality. We needed something that would take us beyond reducing the development lifecycles, CI and Agile methodologies. We made a fundamental difference, even changed our culture...