Adobe released its Mobile Travel Report, which analyzed more than 15 billion visits to major U.S. travel, airline and hotel websites between 2014 and 2016. The report found that as of May 2016, mobile accounted for 52 percent of digital travel-related browsing.
However, while consumers are using their mobile devices to browse travel-related content more, the mobile conversion rate is low. Specifically, Adobe found that phones and tablets account for only 21 percent of sales, and that conversion on desktop is twice that of tablets and three times that of phones.
In addition, Adobe found that larger smartphone screens are taking browsing time away from tablets. To be specific, as of June 2016, tablets accounted for 10.1 percent of travel website visits, a 13 percent decline year-over-year.
In a survey of more than 1,000 U.S. respondents from 2015, Adobe found that many consumers were not satisfied with current mobile travel offerings. Specifically, only 44 percent of respondents said they were satisfied with travel-related mobile applications, while 48 percent of respondents said they were satisfied with travel-related mobile web offerings.
In a statement, Matt Asay, vice president of mobile at Adobe, commented:
The findings in the Adobe Mobile Travel Report show us that the industry is struggling with being mobile-first. It’s where the customers are, but there’s a gap in what users expect and what is being delivered. Travel brands are no longer competing with each other, with best-in-breed mobile companies such as Uber and Instagram setting the bar. The long-standing strategy of porting over the desktop experience no longer works; consumers are overwhelmed by features and hesitant to make purchases. Travel brands must refine and simplify the mobile experience and unify customer data to better personalize and improve payment processes.
On top of this, the most innovative brands will leverage the biggest shift we see happening in the industry today: the blending of digital and physical experiences. More location-aware services will provide consumers with what they need, at the exact moment of need. It will help brands win on mobile. Imagine an experience where your airline knows that you’ve arrived at the gate and can notify you instantly about the upgrade list via a push notification on your smartphone. As simple a use case as this is, it’s a view into what’s possible.
Readers: Do you browse travel-related content on your smartphone or tablet?