How Devices play a key role in UK Consumers Travel Decisions

Mobile is playing an increasingly important role in  daily lives of UK consumers according to a recent study commissioned by Expedia Media Solutions and conducted by comScore, is  to be believed

UK Travelers are are an active, mobile-savvy group that utilise multiple devices and sources of information throughout the travel cycle. Using insights from MMX Multi-Platform, the study found that two-thirds of UK Travel category visitors accessed content via mobile devices during January 2014, with Ground/Cruise (66%), Online Travel Agents (53%), and Hotels/Resorts (53%) leading among subcategories.

"Further analysis into device usage patterns revealed that both phone and tablet usage for Travel category visitation peaks at night between 8 p.m. and midnight, while PC Travel visitation peaks in the afternoon between noon and 5 p.m

The Social Mobile Revolution : Top 3 Learnings

Many of the major social networks are seeing far more traffic and time spent coming from mobile devices than from desktops, as the mobile/desktop divide continues to grow. Among the largest social networks, only Linkedin and Tumblr maintain a majority share on desktop, while newer social networks such as Instagram, Snapchat and Vine are almost exclusively mobile.

Comparing social media usage by devices : Mobile vs Desktop

Multi Platform internet users form 56% digital media consumption

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In 2013 some of the most pronounced shifts in audience behavior occurred as consumers attempt to keep pace with the fast-evolving consumer technology trends.

 For the first time this year, multi-platform users (i.e. people who use both mobile and desktop devices) became the majority of the digital population — a milestone that was reached in April 2013. By the end of the year, a full 56%  of digital media consumers constituted the ‘multi-platform majority.’

 The multi platform devices have made online access ubiquitous , and this will have a tremendous impact on marketers specially across the developing countries and BRIC nations where the internet  explosion is yet to take off