Nearly 2 in 5 Smartphone Users Accessed Travel Content from Their Device in July

2012-09-03
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  • HTrends Expedia Leads OTAs with Largest Smartphone Audience, while Southwest Ranks Top among Airlines - OTA Smartphone Audience More Skewed to Women than toward Men

    comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released a study of U.S. smartphone travel behaviors based on data from its comScore Mobile Metrix 2.0 service. The study found that nearly 40 million consumers accessed travel sites or apps from their smartphone in July 2012, reaching 37 percent of the smartphone population. TripAdvisor Media Group led as the largest travel property with a smartphone audience of 6.7 million visitors, followed by Expedia Inc. with 6 million visitors and Southwest Airlines with 4.1 million visitors. A demographic analysis revealed that women had a higher tendency than men to access OTA (Online Travel Agent) destinations on their smartphones, with Travelocity and Orbitz displaying the strongest gender skews among OTAs.

    TripAdvisor Media Group Leads as Top Travel Destination for Smartphone Users

    In July 2012, nearly 40 million people age 18 and older visited a travel destination via mobile browser or app on their smartphone, representing 2 in every 5 smartphone owners accessing from a device running the iOS, Android or RIM operating systems. TripAdvisor Media Group led as the top travel destination for smartphone owners with an audience of 6.7 million visitors, while Expedia Inc. secured the #2 spot with nearly 6 million visitors. Southwest Airlines led as the top airline in the ranking reaching an audience of 4.1 million visitors, while Delta Airlines also ranked among the top 10 destinations with an audience of 2.1 million visitors.  Priceline.com secured the #4 spot with 3.5 million visitors while Travora Media, which includes Flightaware and Hotelplanner among other entities, ranked fifth with 2.5 million visitors.

    Analysis of the share of time spent across apps and browsers revealed that travel category engagement was more evenly distributed among browser and app access when compared to the total Internet distribution. In July, 53 percent of minutes spent on Travel category content originated from apps, with browsers accounting for 47 percent of minutes. In contrast, 83 percent of all mobile content was consumed via apps with only 17 percent being accounted for by browser usage. Among the top properties, several destinations revealed strong skews toward app engagement. Kayak.com saw apps drive 94 percent of total minutes, while Delta Airlines saw 87 percent of total minutes from its app. Travel planning startup Hipmunk witnessed the strongest skew toward app engagement with 100 percent of usage occurring via app.

    Top Travel Properties by Unique Visitors (000) (Mobile Browser and App Audience Combined)

    July 2012

    Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms

    Source: comScore Mobile Metrix 2.0

    Total Unique

    Visitors (000)

    % Share of Total Minutes

    Browser

    Share of

    Minutes

    App

    Share

    of Minutes

    Total Audience:  (Browsing and

    Application combined)

    106,543

    17.2%

    82.8%

    Travel

    39,877

    47.0%

    53.0%

    TripAdvisor Media Group

    6,672

    76.5%

    23.5%

    Expedia

    5,952

    49.1%

    50.9%

    Southwest Airlines

    4,084

    50.5%

    49.5%

    Priceline.com

    3,497

    72.2%

    27.8%

    Travora Media

    2,518

    51.1%

    48.9%

    Kayak.com

    2,090

    6.0%

    94.0%

    Delta Airlines

    2,070

    13.1%

    86.9%

    Orbitz Worldwide

    1,973

    40.0%

    60.0%

    Marriott

    1,835

    36.8%

    63.2%

    InterContinental Hotels Group

    1,676

    93.6%

    6.4%

    Travelocity

    1,614

    80.6%

    19.4%

    Hipmunk

    1,555

    0.0%

    100.0%

    Disney Parks & Travel

    1,535

    100.0%

    0.0%

    Hilton Hotels

    1,287

    99.7%

    0.3%

    Wyndham Worldwide

    1,207

    100.0%

    0.0%

    OTAs See Smartphone Travel Audience Skew Female 

    A deeper analysis of the top 15 travel properties found significant differences in visitation between female and male smartphone users across travel brands. Among OTA smartphone audiences, women represented a relatively greater proportion of all visitors than did men. Compared to the total Travel category, females represented 14 percent more visitors to Expedia Inc. (index of 114), 12 percent more visitors to Kayak.com, and 22 percent more for Orbitz. The most evident gender difference among OTAs was demonstrated by Travelocity where 65.9 percent of the brand's smartphone audience was female with an index of 137. Priceline was the only OTA among the top 15 properties where men accounted for the majority of visitors at 53.4 percent.

    Among top airline sites and apps, males accounted for nearly 3 in 4 visitors to Delta Airlines (index of 142), while Southwest Airlines saw females account for 3 in 5 visitors (index of 126). Hotel brands also saw men and women engage differently. InterContinental Hotels Groups and Wyndham Worldwide saw women account for the majority of smartphone visitors, while Hilton saw men represent 66.8 percent of its smartphone audience. Among top hotel brands, Marriot saw the most even distribution of its audience between males and females.

    Demographic Profile among Top Travel Properties by Unique Visitors (000) (Mobile Browser and App Audience Combined)

    July 2012

    Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms

    Source: comScore Mobile Metrix 2.0

    Males

    Females

    % Composition of Visitors

    Composition Index* Unique Visitors

    % Composition of Visitors

    Composition Index* Unique Visitors

    Travel Category

    52.1%

    100

    47.9%

    100

    TripAdvisor Media Group

    49.5%

    95

    50.5%

    105

    Expedia

    45.0%

    87

    55.0%

    114

    Southwest Airlines

    39.2%

    76

    60.8%

    126

    Priceline.com

    53.4%

    103

    46.6%

    97

    Travora Media

    52.8%

    102

    47.2%

    98

    Kayak.com

    46.1%

    89

    53.9%

    112

    Delta Airlines

    73.6%

    142

    26.4%

    55

    Orbitz Worldwide

    41.6%

    80

    58.4%

    122

    Marriott

    51.6%

    99

    48.4%

    101

    InterContinental Hotels Group

    48.6%

    93

    51.4%

    107

    Travelocity

    34.1%

    66

    65.9%

    137

    Hipmunk

    54.7%

    105

    45.3%

    94

    Disney Parks & Travel

    30.2%

    58

    69.8%

    145

    Hilton Hotels

    66.8%

    129

    33.2%

    69

    Wyndham Worldwide

    41.0%

    79

    59.0%

    123

    **Index = % of Segment/% of Total Visitors x 100 ;Index of 100 indicates average representation.

    comScore's Unified Digital Measurement for Mobile 

    Mobile Metrix 2.0 utilizes comScore's Unified Digital Measurement™ for smartphone devices, combining passive on-device measurement with census-level data to provide one of the most accurate and detailed views into actual U.S. mobile media usage across apps and mobile browsing. comScore's tagging for mobile web and app assets is simple to implement and is available today at no cost to publishers worldwide. For more information, please contact your comScore representative. Not a client? Visit direct.comscore.com and sign up for free to start tagging today.

    To learn more about comScore Mobile Metrix 2.0, please visit: www.comscore.com/MobileMetrix



    Logos, product and company names mentioned are the property of their respective owners.

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