‘More than a third of travel brands still don’t have mobile presence’

More than a third (34 per cent) of the UK’s top travel brands do not have any kind of mobile presence, with just one in five offering a ”seamless purchase path”, according to IAB research.

Smartphones-Products-2013

The IAB’s Mobile Travel Audit, published today (October 30), also reveals less than half (48 per cent) of the UK’s top travel brands have a mobile app, with only 56 per cent (14) of these offering fully transactional services. 

The study also finds only 20 per cent of the audited brands offer a “seamless user journey”, where logged-in customers can see items in their purchase basket across desktop, tablet and mobile.

Alex Kozloff, IAB head of mobile, says the findings are “surprising” for brands in this sector, particularly as UK internet users spend an average of 43 hours per month with a connected device, and increasingly these are with mobiles.

She adds: “Mobile now accounts for 14 per cent of total digital spend, it’s a medium that can’t be ignored.”

Meanwhile, the study also found that less than half (42 per cent) of the audited brands optimised their search marketing campaigns for mobile devices.

Furthermore, it found four of the audited brands were investing in mobile search campaigns that directed users towards non-mobile optimised sites.

The research, conducted in September and October, gauged the uptake of the mobile channel by the top 50 spending advertisers in the travel category by auditing their presence for mobile websites, apps, responsive design sites and tablet devices.

It found that just 4 per cent of these sites have websites designed specifically for tablets, despite the widely acknowledged importance on optimising services for such devices.

Speaking at this month’s Abta conference, TUI Travel group chief information officer Mittu Sridhara urged attendees to accommodate for mobile devices or risk falling behind competitors.

He said: “Mobile is moving quickly and if you are not in it you will not learn with your customers or evolve with your customers. There will be no time to play catch up later.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here