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, ...