Desktop travel search dominates
According to Sojern’s Third Global Travel Insights Report 2018, desktop usage for travel search remains resilient despite the popularity of mobile phones. Desktops are definitely here to stay!
The new report offers a quarterly look at travel trends from around the world. Sojern’s data science team analyses billions of travel intent signals annually to help 93 per cent of the Fortune 500 travel brands to better understand the booking behaviour of travellers and how to reach them with marketing messages.
“Even with mobile devices nearing global saturation, we continue to see that travel planning search volume remains desktop-heavy,” said Jackie Lamping, Vice President—Marketing, Sojern. “While there’s clear evidence that mobile is playing an increasing role in the dreaming and inspiration phases of trip planning—mostly driven through social sharing on Facebook and Instagram— travellers still come back to their desktop in order to research options in more detail, compare prices and ultimately arrive at a confident decision.”
Sojern data shows that only 28 per cent of travel searches in the US came from mobiles in the last quarter. Lamping explained, “Many consumers still feel that the price comparison shopping experience is better on desktop—whether that’s due to faster Wi-Fi or website load times, access to more content, or the ability to open multiple browsing windows simultaneously.”