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Tablets are quickly becoming more popular in the UK; eMarketer estimates that 21% of internet users were tablet users in 2012. And increasingly consumers in the country are employing the devices for travel research.
Tealeaf Technology’s “The Digital Consumer” report from September 2012 broke down tablet usage by age across industries in the US and the UK. In its study of travel research and booking on tablets, there was only one similarity between the two markets: Consumers in the 35-to-44 age group were the most likely to research travel via tablet. One in five UK consumers were tablet travel researchers, compared to a quarter of US consumers in the same age group.
Otherwise, travel research and booking behaviors on tablets differed noticeably in the two countries. For example, 19% of UK consumers ages 25 to 34 researched travel via tablet, but only 5% booked. A slightly lower percentage of US consumers in that age group researched travel on tablets; however, 9% booked.
According to the study, these trends reversed as consumers aged. UK consumers ages 35 and over were less likely to research travel on tablets than US consumers, but were as likely, or more likely, to book. Looking at the 45-to-54 age group, Tealeaf found that only 8% of UK consumers researched travel via tablet, but 5% booked. On the other hand, 16% of US consumers in the same age group researched, but only 1% booked.
Based on this study, the implications for travel marketers are clear: Younger US consumers and older UK consumers are more likely to yield higher tablet conversion rates.
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