Report Reveals How Vacationers Utilize Mobile Tech
Millennial Media has released the results of its July 2012 SMART Report: Special Travel Report. The report focuses on mobile advertising trends within the travel industry and reveals some interesting statistics about how vacationers are implementing mobile technology while they are traveling.
Key data points include:
- 59% of all travel campaigns gave consumers the option to download an app as a post-click action. This was significantly higher than the overall average among all Millennial Media advertisers.
- According to data from eMarketer, more than 60% of survey respondents said they use their mobile device for accessing GPS/Maps, searching for local restaurants/attractions, and keeping in touch with friends/family back home.
- 58% of vacationers use smartphones and tablets to post photos/status updates.
- 62% of vacationers use smartphones and tablets to search for local restaurants/attractions.
- 55% of vacationers use smartphones and tablets for entertainment while on vacation (at beach, in hotel etc.).
- 27% of vacationers use smartphones and tablets to make reservations for restaurants or attractions.
- 23% of vacationers use smartphones and tablets for checking in at the airport.
Download the full report here.