Marchex, Inc., a mobile ad company, recently examined the behaviors of mobile consumers as it relates to the travel industry. Marchex analyzed over 15,000 phone calls placed to hotels from mobile and desktop ad campaigns.
The data indicates that the travel industry faces 'explosive growth' from mobile as more and more consumers purchase travel opportunities via their smartphones.
Some key findings are:
- Mobile callers convert at a higher rate than desktop users. Desktop users are often researching, while mobile callers are looking to purchase.
Consumers make a phone call when they have a special interest such as an event or a question about amenities or room location.
Male and female consumers call at different times of day. For example, males account for 67 percent of the calls between 9 a.m. and noon.
Men tended to have an average call time of 5 minutes while women were between 5 and 10 minutes.
Mobile consumers tend to call hotels in the evening, and in the morning for car rentals. Again for car rentals, 80 percent of mobile bookings are for same-day rentals.
The travel industry can use the data from Marchex to better target their advertising campaigns.