Mobile Sites vs. native application travellers prefer apps to mobile web sites?

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According to a new survey, most people study holiday products through mobile Web sites (94%) compared to native apps.

Market research firm GfK investigated the use of mobile networks in 300,000 UK mobile internet users who agreed to data acquisition. The one-month (October 2013) survey revealed some interesting situations: the best time to use user data for travel-related applications, the popularity of mobile sites and local applications, and in-depth personalized content marketing to customers.

Mobile Web vs Native Application trends

Since it is convenient to use mobile devices when out of the room, about 25% of the respondents are planning, comparing and booking their holiday products through their mobile phones.

Tourism is one of the five types of activities that people do on mobile devices, and the number of mobile internet users has now surpassed that of PC-side network users (wired broadband).

During the survey, users visited 1,907 vacation-related sites via mobile devices, but only 30 different holiday-related mobile apps were used. The top three site visits are:

tripadvisor.co.uk

Booking.com

lastminute.com

The results show that the product Integration category site/parity site has a higher number of visits than the brand official website.

The top three of these sites accounted for only 21% of the total number of visits, and the proportion of users staying there was probably the same. 90% user's mobile Internet time is distributed in the top 450 websites, the list is very long.

On average, respondents visited 3.2 vacation-related sites per month, with an average stay of about 20 minutes.

In the field of tourism applications, the top three iOS applications are ranked as follows (related activities are mainly concentrated in the first four/top five applications):

Skyscanner

TripAdvisor

• The list of native applications is mostly the application of mainstream tourism brands and the necessary applications, such as train time inquiries, flight inquiries and so on.

The study also revealed an interesting use behavior: income is between 10,000-40,000 pounds (100,000 to 400,000 RMB), and young female users aged 18-34 are the main user group using mobile devices to study the next vacation tour, usually during a work lunch break from Tuesday to Thursday.

The findings can be used to personalize marketing for the main user base. Companies may want to adopt different marketing information strategies for users who surf the internet over the weekend, men's groups, older travelers who plan vacations, and family travel.

Faced with this large population of channels, marketers must develop a strategy to obtain orders and optimize marketing and market penetration.

Different usage patterns for native applications

The survey found that most of the vacation research was done through websites, not mobile apps. Only 6% of iOS users use mobile apps, and 83% of users use only mobile sites, and 11% of users use both. The mobile applications used by users are mainly the applications of mainstream tourism brands and the necessary processing tasks.

85% of the users who access TripAdvisor through the iOS platform are visiting mobile sites, and only 10% use mobile apps. This result reflects the current industry's site/application usage pattern of the share ratio of about 85/10%.

However, the ratio was reversed on British Airways ' mobile-use model, with 17% per cent visiting the British Airways Web site and 83% using the British Airways app.

However, Skyscanner's access to the iOS platform was 62% from mobile apps and 38% from mobile-side sites. Comparing this to the TripAdvisor and BA's data highlights another use pattern (more skewed to mobile applications).

Mobile apps attract a more balanced gender ratio in high-income groups (earning over 40,000 pounds). Based on this finding, marketers can use mobile based strategies to attract high-income users.

The proportion of users accessing travel-related sites via the PC is 46%, but it is shrinking at 5% a year, but it still accounts for a very large share. (Compile: Eileen)