A recent survey by UK-based Nucleus revealed important key-metrics and trends for the travel industry in the country, trends which can easily be extrapolated to other countries across Europe and the world. In January 2013, mobile browsing of travel websites went up more than 6% to 27.1% of all traffic, compared to 20.5% six months earlier. Interestingly, luxury travel sites count among the most popular in the survey, receiving 30% of all traffic.
Concerning devices used for browsing, the study found that the iPad is responsible for 61.9% of all mobile browsing, while Android devices are less popular in the UK, with penetration steady at 8% of all mobile traffic. BlackBerry accounts to less than 1% of mobile traffic and Symbian faces imminent extinction.
The results of the survey suggest that travel and hospitality site owners should not ignore the mobile revolution.
“With mobile traffic growing at 31.7% in the past 6 months, we believe it won’t be long before mobile devices account for the majority of website browsing,” explained Peter Matthews, Nucleus founder and CEO.
Please refer to the infographic below for the full list of data, and read Mobile web browsing leaps to 27.1% of travel website traffic by Nucleus to access the full report.