Travel Decision Making Process PDF

1
UK OWNERSHIP OF MOBILE DEVICES CONTINUES TO RISE.

TABLET ADOPTION IS OVERTAKING SMARTPHONE, THOUGH
TOTAL OWNERSHIP REMAINS BELOW 50%
Total UK Device Ownership: Smartphones & Tablets
37,486,000
45,000,000
+0.5% Y/Y
Smartphone Ownership
Number of Device Owners
40,000,000
35,000,000
36,911,000
30,000,000
+9% Y/Y
79%
25,000,000
20,000,000
20,267,000
+23% Y/Y
15,000,000
10,000,000
Tablet
PC
5,000,000
DEC
13
JAN
14
FEB
14
MAR
14
APR
14
43%
Smartphone
MAY
14
JUN
14
JUL
14
AUG
14
Tablet Ownership
SEP
14
OCT
14
NOV
14
DEC
14
JAN
15
FEB
15
Source: comScore MobiLens/3 month average ending February 2015

2
THE MAJORITY OF UK TRAVELLERS OWN A

PC, TABLET, AND SMARTPHONE
3 of 4 UK travellers owned all three devices in 2015

(up from 1 in 2 in 2014 UK)
Source: comScore Media Metrix and Mobile Metrix, July 2014

4
As a follow up to the 2014 UK and 2014 US studies, Expedia commissioned comScore to conduct a study on the
importance of multiplatform devices in online travel content consumption in the UK.
comScore blended online travel behavioral data with data collected through a custom survey.
Custom Survey Qualifications:
Behavioral Data Sources:
Statistical Reliability:
comScore Multiplatform Panel

comScore MobiLens Panel
comScore Device
Essentials Tags
A sample of 800 is reliable

within 3.5% points at 95%
confidence interval
A sample of 500 is reliable
within 4.4% points at 95%
confidence interval
Age 18+
Live in the UK
Made an online purchase in
last 6 months
Own a smartphone or tablet
Booked travel within the past 6
months
Survey fielded from
Mar 27-Apr 6, 2015
48 MILLION PEOPLE IN THE UK ENGAGE WITH

DIGITAL CONTENT EACH MONTH, WITH 73% (35 MILLION)
INTERACTING WITH TRAVEL CONTENT
29M Mobile
Travel Content Visitors
25M PC
Tablet
8M
Both
3.5M
PC
Smartphone
25M
21M
Source: comScore Media Metrix Multi-Platform and Mobile Metrix, Dec 2014 Feb 2015
6
SMARTPHONE USERS ARE THE MOST LIKELY TO

ACCESS TRAVEL CONTENT IN A GIVEN MONTH
Monthly Reach of Travel Content By Device
55%
PC
73%
Smartphone
Tablet
37%
Source: comScore Media Metrix and Mobile Metrix, Dec 2014 Feb 2015
7
THE TOTAL TRAVEL AUDIENCE IN MOBILE IS EQUAL TO THAT

OF PC, AND THE MOBILE-ONLY AUDIENCE IS SLIGHTLY LARGER
THAN PC ONLY
25M Mobile
PC Only
10M
PC + Mobile
14.8M
Mobile Only
10.3M
25M PC
8
AMONG THE 25 MILLION MONTHLY TRAVEL USERS ON MOBILE,

70% ACCESS TRAVEL ONLY VIA SMARTPHONE; 14% USE BOTH
SMARTPHONE AND TABLET
7.6M Tablet
Smartphone Only
17.4M
Both
3.5M
Tablet Only
4.1M
20.9M PC
Smartphone Travel
Content Visitors
Source: comScore Mobile Metrix, Dec 2014 Feb 2015

9
PC USAGE IS HIGH, BUT LARGE PORTIONS OF ALL

TRAVEL CATEGORIES ARE REACHED THROUGH MOBILE
% Of Category Visitors By Device Used
100%
% of Unique Visitors
90%
80%
28%
34%
33%
29%
70%
60%
50%
33%
22%
19%
18%
22%
26%
Mobile Only
20%
14%
20%
38%
43%
47%
6%
Both
40%
30%
26%
53%
59%
60%
68%
Desktop Only
10%
0
Travel
Travel
Information
Ground/
Cruise
Hotels/
Resorts
Online Travel
Agents
Airlines
Car Rentals
Source: comScore Media Metrix Multiplatform, 3 Month Average December 2014 February 2015
10
REACH OF MOST TRAVEL CATEGORIES IN THE UK IS

CONSIDERABLY HIGHER THAN THE US
Subcategory Reach % Relative to Total Travel Unique Visitors
70%
% of Unique Visitors
60%
58% 57%
51%
50%
46%
40%
34%
US
34%
33%
30%
UK
28%
24%
20%
14%
13%
7%
10%
6%
5%
Travel
Information
Online Travel
Agents
Hotels/
Resorts
Airlines
Ground/
Cruise
Transactions
Car Rentals
Source: comScore Media Metrix Multiplatform 3 month average ending in February 2015
11
THE PC AUDIENCE STILL ENGAGES WITH TRAVEL

MORE FREQUENTLY, AND FOR MUCH LONGER PER VISIT
THAN THE MOBILE AUDIENCE
Travel: Minutes Per Visit
Travel: Minutes by Device

8%
6.9
22%
PC
2.0
2.0
Smartphone
Tablet
PC
70%
Smartphone
Tablet
12
APP USERS SPEND MORE TIME ON AVERAGE THAN

BROWSER USERS ON TABLET, AND THE GAP IS EVEN
LARGER ON SMARTPHONE
Minutes Per Visitor
Share of Minutes
Smartphone
Smartphone
Tablet
Tablet
16%
App
Browser
30.1
8.6
21.3
13.1
47%
53%
App
84%
Browser
Source: comScore Mobile Metrix, 3 Month Average December 2014 February 2015
13
THE BROWSER EXPERIENCE

IS ESPECIALLY IMPORTANT TO TRAVEL
Travel Content Visitors: App vs Browser
100%
90%
21%
80%
70%
10%
9%
13%
App Only
60%
Both
50%
81%
40%
30%
Browser Only
66%
20%
10%
0
Smartphone
Tablet
14
AND THE IMPORTANCE OF THE MOBILE BROWSER

EXPERIENCE APPLIES TO ALL TRAVEL CATEGORIES
% App vs Browser Minutes Across Travel Subcategories
100%
90%
80%
56%
70%
60%
86%
80%
39%
Browser
76%
App
50%
40%
30%
44%
20%
10%
14%
20%
61%
24%
Airlines
Hotels/
Resorts
Online Travel
Agents
Ground/
Cruise
Travel
Information
15
MOBILE, ESPECIALLY TABLET, USAGE PEAKS DURING PRIMETIME

Share of Device Traffic By Time of Day - Weekdays
10%
PC
Smartphone
Tablet
8%
6%
4%
2%
0%
12:00 am
9:00 am
AM
8:00 pm
PM
Source: comScore Device Essentials February 2015

16
IN THE UK, TABLET USAGE WAS CONSISTENTLY

LEVERAGED ACROSS ALL TRAVEL STAGES
2015 UK Device Usage by Travel Stage
PCs
Dominated the trip planning process
78%
74%
Tablet
71%
42%
42%
51%
41%
48%
20%
16%
20%
Researching
Destinations
Shopping for
Air/Hotel
Planning Trip
Activities
Used consistently across

all travel stages
Smartphone
29%
More likely to be used during trip

than during planning
During
Trip
STAGEDEVICE. Thinking of your most recent trip where you booked air travel and/or a hotel stay, which devices did you use for each of the
following travel phases? Own device: 2015 UK Base = 720.
17
COMPARED TO THE US STUDY IN 2014 WHERE TABLETS WERE

LESS USED THAN SMARTPHONES ESPECIALLY ON TRIP
2014 US Device Usage by Travel Stage
PCs
83%
83%
Dominated the trip experience
81%
Tablet
40%
28%
28%
Researching
Destinations
21%
19%
Shopping for
Air/Hotel
24%
37%
22%
20%
Planning Trip
Activities
Used limited amounts across all

travel stages
Smartphone
More likely to be used during trip
than during planning
During
Trip
STAGEDEVICE. Thinking of your most recent trip where you booked air travel and/or a hotel stay, which devices did you use for each of the
following travel phases? Own device: 2014 US Base = 757.
18
PC USAGE IS SIMILAR ACROSS NEARLY ALL GROUPS

AND PLANNING STAGES
UK PC Usage by Trip Stage
75% 76% 77% 73%
80% 78% 77% 77%
73% 73% 75%
62%
44%
27%
Researching Destinations
Shopping for Air/Hotel

Family
Budget
Planning Trip Activities

Luxury
Business
33% 33%
During Trip
(for travel related info)
indicates subgroup is higher than one or
more subgroups @ 95% confidence level
Compared to 2014 US:
82% 84% 82% 86%
85% 83% 78% 84%
82% 82% 76% 75%
38% 40% 48% 52%
STAGEDEVICE. Thinking of your most recent trip where you booked air travel and/or a hotel stay, which devices did you use for each of the following
travel phases? Base: Own a computer and complete trip segment, 2015 UK Base: Family = 295, Budget = 275, Luxury = 135, Business = 112
19
LUXURY TRAVELLERS ARE THE MOST LIKELY TO USE A TABLET

ACROSS ALL STAGES, TABLET USAGE DROPS DURING
TRIP FOR BUSINESS TRAVELLERS
UK Tablet Usage by Trip Stage
61%
49% 48%
52%
50%
36% 37%
40%
52% 50%
40%
47%
56%
24%

Family
40%
45%
Budget

Luxury
Business
During Trip
indicates subgroup is higher than one or
more subgroups @ 95% confidence level
28% 28% 35% 47%
23% 21% 38% 29%
31% 20% 35% 30%
22% 20% 30% 20%
travel phases? Base: Own a tablet and complete trip segment, 2015 UK Base: Family = 295, Budget = 275, Luxury = 135, Business = 112
20
SMARTPHONE USAGE THROUGHOUT THE TRIP STAGES

IS SIMILAR ACROSS ALL SEGMENTS
UK Smartphone Usage by Trip Stage
44%
22%
28%
17%
16%
19% 19%
15% 16%

Family
Budget
26%
27% 31%
50%
34%
45%
16%

Luxury
Business
During Trip
indicates Luxury is higher than one or
more subgroups @ 95% confidence level.
34% 31% 35% 43%
24% 22% 40% 23%
27% 23% 40% 40%
45% 34% 44% 47%
travel phases? Base: Own a smartphone and complete trip segment, Budget = 275, Luxury = 135, Business = 112
21
UK Business travellers
were more likely to own/use
a smartphone
UK Luxury travellers
were more likely to own/use
a tablet
(compared to other segments)
(compared to other segments)
DEVICE. Which of the following devices do you currently own and use to connect to the
internet? Total Respondents: 2014 UK Base = 1,282, 2015 UK Base = 800.
22
ACCESSIBILITY IS THE PRIMARY DRIVER OF MOBILE USAGE

ACROSS THE TRIP STAGES FOR UK TRAVELLERS
1
Accessibility
2
Touch screen
makes it easy
to browse and
research
1
Accessibility
2
On the go
PHONEREASON/TABLETREASON. Why did you use your tablet/smartphone to help you plan your travel during each of the
following stages? Respondents using tablet: 2015 UK Base = 201, Respondents using smartphone: 2015 UK Base = 65
23
TABLETS ARE CRITICAL, AND GROWING IN USAGE, FOR

MOBILE PURCHASES AMONG UK TRAVELLERS
Online Purchases Made by Device
81%
78%
60%
41%
Indicates 2015 UK
levels are higher
than 2014 UK @ 95%
confidence level
40%
40%
2014 UK
2015 UK
PC
Tablet
Smartphone
PC: 83%
Tablet: 32%
Smartphone: 35%
ONLINEBUY. In the past 6 months, on which devices have you purchased any product or service, excluding digital download
purchases? Total Respondents: 2014 US Base = 823, 2014 UK Base = 1,282, 2015 UK Base = 800.
24
TABLET USERS ARE TWICE AS LIKELY AS SMARTPHONE

USERS TO BOOK TRAVEL
Of UK travellers in the past 6 Months
Tablet: 29%
36%
booked on a
Tablet
16%
booked on a
Smartphone
Smartphone: 21%
BOOKCAT. For each of the following, please indicate how you booked your travel. 2014 US Base: Smartphone = 648 Tablet = 503. 2015 UK Base:
Smartphone = 646 Tablet = 680 Note: Multi-select question and each device owner did not necessarily book all travel components.
25
UK TRAVELLERS ARE RECEPTIVE TO MOBILE BOOKING,

ESPECIALLY ON TABLETS
UK travellers In the Next 12 Months
Tablet: 50%
58%
will book with

a Tablet
22%
will book
with a
smartphone
Smartphone: 29%
FUTUREBOOK. In the next year, how likely are you to book travel using your smartphone/tablet? Base: 2014
US Smartphone = 718, Tablet = 551. Base: 2015 UK Smartphone = 685, Tablet = 722
26
ACROSS ALL SEGMENTS, OVER HALF OF TABLET OWNERS

WERE LIKELY TO BOOK TRAVEL ON DEVICE
% Likely to Book Travel by Device
(In next 12 months, Top 2 Box)
56% 57%
indicates subgroup is higher

than one or more subgroups
@ 95% confidence level.
64%
59%
Family
Budget
Luxury
Business
35%
19%
22%
28%
24%
58%
of total respondents
are likely to book travel
on a phone
of total respondents
are likely to book travel
on a tablet
Smartphone
Tablet

Likely to book on Smartphone:
29%
23%
21%
38%
29%
23%
21%
38%
29%
Likely to book on Tablet:
50%
FUTUREBOOK. In the next year, how likely are you to book travel using your 2014 US Base: Smartphone = 718, Tablet = 551. 2015 UK Base: Smartphone = 685, Tablet = 722. TravellersEG.
Thinking about the most recent trip where you booked air travel and/or hotel stay, which of the following best describes the trip you booked? 2015 UK Base: Smartphone Users; Family = 273,
Budget = 255, Luxury = 128, Business = 122, Tablet Users; Family = 289, Budget = 268, Luxury = 140, Business = 115. 2014 US Base: Smartphone Users; Family = 353, Budget = 342, Luxury = 100,
Business = 116, Tablet Users; Family = 264, Budget = 259, Luxury = 79, Business = 89.
27
REPEAT BOOKING IS STRONG FOR MOBILE BOOKERS,

ESPECIALLY ON TABLETS
Tablet Bookers
Smartphone Bookers
9 out of 10
6 out of 10
9 out of 10 tablet bookers
8 out of 10 smartphone bookers
FUTUREBOOK. In the next year, how likely are you to book travel using your smartphone/tablet? 2014
US Base: Smartphone = 718, tablet = 551 2015 UK Base: Smartphone = 685, tablet = 722
28
UK TRAVELLERS ARE MUCH MORE LIKELY THAN US TRAVELLERS TO

CONSUME TRAVEL SITES FOR FUN, ESPECIALLY ON TABLETS
Frequency of Looking at Travel Sites for Fun
By those who Booked Online

By those who Booked Online
At least
Weekly
35%
Never/
Infrequent
22%
At least
Monthly
43%
75%
59%
27%
PC
Tablet
Smartphone

At least weekly: 18%
At least monthly: 40%
Infrequent: 43%
23%
38%
29%
ASPIRE. How frequently do you look at travel sites and information just for fun or for ideas for trips you would like to take? Booked Online 2014 :US
Base: = 739, 2015 UK Base: = 750. ASPIREDEVICE. Which devices do you like to use to look at travel sites and information just for fun or for trip ideas?
Base: Respondents who look at travel sites and booked online: 2014 US Base = 726, 2015 UK Base = 739.
29
UK TRAVELLERS LEVERAGED MORE RESOURCES

DURING BOOKING THAN US TRAVELLERS
Top Resource Categories Used While Booking Last Trip (2015 UK)
38%
40%
38%
25%
19%
9%
16%
18%
13%
7%
8%
QRESOURCE. Thinking about the most recent trip where you booked air travel and/or a hotel stay, what resources did you use while
researching/planning/booking this trip? Total Respondents: 2014 US Base = 823, 2015 UK Base = 800.
30
TABLET USERS ARE MORE LIKELY TO SEE AND CLICK

ON ADS THAN SMARTPHONE USERS
UK Traveller Interactions with Ads on a Mobile Device
21%
46%
13%
47%
Tablet
Smartphone
17%
23%
15%
Never clicked
18%
Clicked intentionally
Clicked on accident
Never seen
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2015 UK Base: Smartphone = 685, Tablet = 722
31
UK TRAVELLERS WHO OWN A TABLET WERE MORE

LIKELY TO INTENTIONALLY CLICK ON A MOBILE AD
Total UK Traveller Interactions with Advertisements
Of those who own a tablet and
intentionally clicked on a mobile ad
18%
63%
clicked on
a Tablet
43%
Tablet
19%
Of those who own a smartphone and

37%
20%
Never clicked
clicked on a
Smartphone
Clicked on accident
Never seen
Bold green/red percentage - indicates subgroup is higher than @ 95% confidence level.
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2015 UK Base: Total Respondents = 800, Smartphone = 685, Tablet = 722
32
UK BUSINESS TRAVELLERS WERE SIGNIFICANTLY MORE

LIKELY TO INTENTIONALLY CLICK ON MOBILE ADS THAN
OTHER GROUPS, REGARDLESS OF DEVICE
Interacted with Advertisements by Traveller Segment
Smartphones
Tablet
14%
Clicked on an ad
intentionally
27%
15%
25%
16%
26%
23%
Family
39%
Budget
Luxury
Business
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2015 UK Base: Smartphone Users;
Family = 273, Budget = 255, Luxury = 128, Business = 122, Tablet Users; Family = 289, Budget = 268, Luxury = 140, Business = 115
- indicates subgroup is higher than one or more subgroups @ 95% confidence level.
33
ATTENTION GRABBING IS SLIGHTLY MORE IMPORTANT ON

SMARTPHONES, BUT MOST MOBILE AD CLICKS ARE DUE
TO RELEVANCE OF THE AD
Top 3 Reasons for Clicking on an Ad
Smartphones
Was for a product or service
I was interested in
Caught my attention
Had an offer I was

interested in
Tablet
57%
Caught my attention
Was for a product or service

I was interested in
47%
Had an offer I was

interested in
36%
53%
46%
39%

Product/Service interested in: 36% Caught my attention: 47% Offer interested in: 39%
Caught my attention: 44% Product/Service interested in: 39% Offer interested in: 38%
PHONEADBENS. Thinking of the last time you clicked on an ad on your smartphone, what was it about advertisements on this device that persuaded you to click on them?
Is it because the ad on your smartphone Respondents who intentionally clicked on an ad on Smartphone: 2014 US Base = 144, 2015 UK Base = 111. TABADBENS. Thinking
of the last time you clicked on an ad on your tablet, what was it about advertisements on this device that persuaded you to click on them? Is it because the ad on your tablet
Respondents who intentionally clicked on an ad on Tablet: 2014 US Base = 152, 2015 UK Base = 187.
34
Mobile device ownership continues to grow in the UK, with tablet ownership posting stronger gains than
smartphone. Mobile penetration for UK is deeper than both US and total Europe.
Browser experience is critical to mobile especially for travel. However, app usage does lead to higher
engagement of travel content.
Tablet owners are an important segment to travel in the UK.

The segment is growing fast
The device is being used across all stages of travel purchase process
Travel bookers on tablets are very likely to re-book through a tablet
Tablet users are more likely to see and click on ads than smartphone users
The UK traveller is consuming more travel categories than the US traveller.
The UK traveller is more likely to browse travel content for fun than the US traveller.
35
36
UK OWNERSHIP OF MOBILE DEVICES TO RISE.

TABLET ADOPTION IS OVERTAKING SMARTPHONE,
THOUGH TOTAL OWNERSHIP REMAINS BELOW 50%.
10%
PC
Smartphone
Tablet
8%
6%
4%
2%
0%
12:00 am
9:00 am
AM
8:00 pm
PM
Source: comScore Device Essentials February 2015

37
AIRLINE AND HOTEL SITES HAVE HIGHER REACH ON TABLET

THAN SMARTPHONE, WHILE THE REVERSE IS TRUE FOR TRAVEL
INFORMATION AND GROUND/CRUISE
Monthly Reach of Travel Subcategories By Device
40%
34%
35%
30%
26%
25%
17%
20%
15%
10%
The average
smartphone Travel
user visits 1.6 different
subcategories, well
below tablet (2.4) and
PC (2.5)
12%
21%
22%
17%
14%
13%
9%
Smartphone
5%
2%
2%
Tablet
Airlines
Hotels/
Resorts
Online Travel
Agents
Ground/
Cruise
Travel
Information
Car Rentals
Source: comScore Media Metrix and Mobile Metrix, Dec 2014 Feb 2015
38
TABLET OWNERSHIP IN THE UK IS SIGNIFICANTLY HIGHER THAN

2014 UK LEVELS. PC AND SMARTPHONE OWNERSHIP REMAINED
HIGH AND STABLE
2015 UK Device Usage
Own/Use a PC
-1pts compared
to 2014 UK
Own/Use a
Tablet
+21pts compared
to 2014 UK
Own/Use a
Smartphone
Same as 2014 UK

PC: 96%
Tablet: 67%
Bold green/red point lift - indicates 2015 UK ownership is higher/

lower than 2014 UK ownership @ 95% confidence level.
Smartphone: 87%
DEVICE. Which of the following devices do you currently own and use to connect to the
internet? Total Respondents: 2014 US Base = 823, 2014 UK Base = 1,282, 2015 UK Base = 800.
39
ONE OF TWO UK TRAVELLERS BOOKED AIR/HOTEL VIA A MOBILE APP

AND OF THOSE WHO DID BOOK VIA MOBILE APP, MANY WERE LIKELY
TO BOOK ON A MOBILE DEVICE AGAIN IN THE FUTURE.
Booked Air/Hotel
on a Mobile App
UK Traveller Likelihood of Booking via

Mobile App in the Future
Regardless
of previous tablet booking
(mobile app or not)
Of those who previously

booked via mobile
smartphone app
are likely to book on

their smartphone again
are likely to book on

their tablet again
2015 UK

Booked Air/Hotel on a Mobile App: 77%
Of those who did not previously book on a

mobile smartphone app only 2 of 10 are
likely to book again on their smartphone
APPBOOK. Did you use a mobile app to book your air travel/hotel? Mobile Device Owners who Booked Air/Hotel: 2014 US
Base= 129, 2015 UK Base = 184. FUTUREBOOK. In the next year, how likely are you to book travel using your 2015 UK Base :
Smartphone: Booked on App = 83, Didnt Book on App = 104, Tablet : Booked on App = 88, Didnt Book on App =124.
40
COMPARED TO US TRAVELLERS, UK TRAVELLERS WERE

LESS LIKELY TO USE A PC WHEN RESEARCHING OR
PLANNING OR DURING THE TRIP.
UK PC Usage by Trip Stage
Compared to 2014 US
75% 76% 77% 73%
80% 78% 77% 77%
73% 73% 75%
62%
44%
27%

Family
Budget

Luxury
33% 33%
During Trip
Business
82% 84% 82% 86%
85% 83% 78% 84%
82% 82% 76% 75%
38% 40% 48% 52%
travel phases? Base: Own a computer and complete trip segment, 2015 UK Base: Family = 295, Budget = 275, Luxury = 135, Business = 112
41
COMPARED TO US TRAVELLERS, UK TRAVELLER TABLET USAGE

WAS HIGHER DURING ALL TRIP STAGES FOR FAMILY, BUDGET, AND
LUXURY TRAVELLERS
UK Tablet Usage by Trip Stage
Compared to 2014 US
61%
49% 48%
52%
50%
36% 37%
40%
52% 50%
40%
47%
56%
24%

Family
40%
45%
Budget

Luxury
During Trip
Business
28% 28% 35% 47%
23% 21% 38% 29%
31% 20% 35% 30%
22% 20% 30% 20%
travel phases? Base: Own a tablet and complete trip segment, 2015 UK Base: Family = 295, Budget = 275, Luxury = 135, Business = 112
42
COMPARED TO US TRAVELLERS, UK TRAVELLERS IN SOME

GROUPS USED THEIR SMARTPHONES LESS OFTEN WHILE
PLANNING THEIR TRIP.
UK Smartphone Usage by Trip Stage
Compared to 2014 US
44%
22%
28%
17%
16%
19% 19%
15% 16%

Family
Budget
26%
27% 31%
50%
34%
45%
16%

Luxury
During Trip
Business
34% 31% 35% 43%
24% 22% 40% 23%
27% 23% 40% 40%
45% 34% 44% 47%
travel phases? Base: Own a smartphone and complete trip segment, Budget = 275, Luxury = 135, Business = 112
43
TABLETS COMBINED THE CONVENIENCE OF A SMARTPHONE WITH THE

EASE OF NAVIGATION/ PURCHASE OF A PC, WHICH MADE TABLETS
Tablet Only
GREAT TOOLS FOR ALL TRIP STAGES
8M
Why Devices are Used for Each Research Stage
Reasons for Tablet Use
Other Top Reasons by Stage
Researching
Destinations
Shopping for
Air Travel/
Hotel Stay
Planning Trip
Activities
Didnt want to turn on my computer
40%
Easy to check out and make a purchase
38%
Prefer the experience
32%
Easy to check out and make purchase
43%
36%
Mobile sites are easy to navigate
33%

Easy to check out and make purchase
Prefer the experience
46%
29%
28%
PHONEREASON/TABLETREASON. Why did you use your tablet/smartphone to help you plan your travel during each of the following stages?
Respondents using tablet: 2015 UK Base = 201
44
CONVENIENCE WHILE ON THE GO AND EASE OF USE CONTRIBUTED

TO HIGHER SMARTPHONE USAGE DURING THE TRIP.
Tablet Only
8M
Why Devices are Used for Each Research Stage

Reasons for Smartphone Use
Other Top Reasons by Stage
Researching
Destinations
Shopping for
Air Travel/
Hotel Stay
Planning Trip
Activities
Likes the apps available
42%
33%
Touch screen makes it easy to browse and research
30%
Likes the apps available
38%
38%
Touch screen makes it easy to browse and research
31%
44%
Could make or change my reservation on the go
37%
Like the apps available
34%
PHONEREASON/TABLETREASON. Why did you use your tablet/smartphone to help you plan your travel during each of the following stages?
Respondents using smartphone: 2015 UK Base = 65
45
UK LUXURY TRAVELLERS WERE SIGNIFICANTLY MORE LIKELY THAN ALL

GROUPS TO FREQUENTLY LOOK AT TRAVEL SITES FOR FUN
2015 UK
Family
At least weekly
At least monthly
Never/ Infrequent
32%
44%
24%
Budget
Luxury
34%
43%
41%
42%
24%
15%
Business
32%
41%
27%
indicates subgroup is higher than Family or

Budget subgroups @ 95% confidence level.
ASPIRE. How frequently do you look at travel sites and information just for fun or for ideas for trips you would like to take? Base: Total Respondents = 823
TravellersEG. Thinking about the most recent trip where you booked air travel and/or hotel stay, which of the following best describes the trip you booked?
2015 UK Base: Family = 320, Budget = 303, Luxury = 148, Business = 128
46
UK LUXURY TRAVELLERS WERE MORE LIKELY TO AVOID CLICKING

ON A SMARTPHONE AD, WHILE FAMILY, BUDGET, AND BUSINESS
TRAVELLERS WERE MORE LIKELY TO AVOID TABLET ADS
Did Not Interact with Advertisements by Traveller Segment
Smartphones
18%
31%
Never seen an ad on
this device
Tablet
21%
31%
26%
10%
24%
14%
54%
55%
Seen an ad but never

clicked on one
58%
54%
66%
56%
35%
Family
Budget
Luxury
59%
Business
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2015 UK Base: Smartphone Users; Family = 273, Budget =
255, Luxury = 128, Business = 122, Tablet Users; Family = 289, Budget = 268, Luxury = 140, Business = 115
- indicates subgroup is higher than one or more subgroups @ 95% confidence level.
47
UK FAMILY AND BUDGET TRAVELLERS RESEARCHED MORE

DURING PLANNING AND LESS DURING THE TRIP COMPARED
TO SIMILAR GROUPS IN THE US
Travel-Related Research by Trip Stage
Compared to 2014 US
67%
64%
64% 65%
52%
69%
53%
44% 43%
41%
58%
50%
28%

Family
Budget

Luxury
35%
41% 43%
During Trip
Business
50% 39% 69% 44%
57% 56% 68% 60%
41% 38% 54% 35%
53% 57% 50% 52%
STAGE. Which of the following have you done as it relates to the most recent trip where you booked air travel and/or a hotel stay? 2014
US Base: Family = 397, Budget = 401, Luxury = 108, Business = 116. 2015 UK Base: Family = 320, Budget = 303, Luxury = 148,
Business =128 Excludes None of the above.
48
Among Total
Respondents
39%
37%
19%
17%
FAMILY, BUDGET, AND LUXURY TRAVELLERS

ALL BOOKED MAJOR VACATIONS
When we talk about...
Family
Budget
Luxury
Business
Major Trip (38%)
Leisure Trip (32%)
Major Trip (44%)
Quick Getaway (27%)
Major Trip (31%)
Budget = Leisure Visit

to Family/Friends +
Major Vacations
Leisure Trip (24%)
Business Trip (69%)
Family = Major Vacations +

Quick Getaway
Business + Leisure (31%)
Luxury = Major
Vacations + Leisure
Visit to Friends/Family
Business =
Business Only
BOOKTYPE. Thinking about the most recent trip where you booked air travel and/or a hotel stay, which of the following
best describes the type of trip you booked? 2015 UK Base: Family = 320, Budget = 303, Luxury = 148, Business = 128
49
DEMOGRAPHICS OF EACH GROUP

Among Total
Respondents
Age
Gender
Marital
Status
Household
Size
Education
Employment
Income
39%
Family
(Ave)
48 years old
Male: 54%
Female: 46%
Married:
77%
(Ave)
3 residents
University
Degree:
28%
Employeed
Full Time: 49%
(Ave)
$74,310
37%
Budget
(Ave)
46 years old
Male: 52%
Female: 48%
Married:
55%
(Ave)
2 residents
University
Degree:
34%
Employeed
Full Time: 50%
(Ave)
$62,540
19%
Luxury
(Ave)
46 years old
Male: 56%
Female: 44%
Married:
67%
(Ave)
2 residents
University
Degree:
37%
Employeed
Full Time: 66%
(Ave)
$104,290
17%
Business
(Ave)
44 years old
Male: 71%
Female: 29%
Married:
65%
(Ave)
3 residents
Masters/
Doctorate:
34%
Employeed
Full Time: 80%
(Ave)
$97,780
BOOKTYPE. Thinking about the most recent trip where you booked air travel and/or a hotel stay, which of the following
best describes the type of trip you booked? 2015 UK Base: Family = 320, Budget = 303, Luxury = 148, Business = 128
50
UK TRAVELLERS WITH THE OPPORTUNITY TO CLICK

WERE LIKELY TO DO SO ON A TABLET
Total UK Traveller Interactions with Advertisements
Of those who own a tablet and had the
opportunity to click on a mobile ad
18%
29%
clicked on
a Tablet
43%
19%
Of those who own a smartphone and had the

19%
clicked on a
Smartphone
20%
Never clicked
Never Seen
Clicked on accident
Clicked Intentionally
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2015 UK Base: Total Respondents = 800, Smartphone = 685, Tablet = 722
51
IN THE US IN 2014, TRAVELLERS EXPOSED TO ADS ON MOBILE WERE MORE

LIKELY TO CLICK ON A TABLET AD THAN A SMARTPHONE AD
Total US Traveller Interactions with Advertisements
Of those who own a tablet and had the
41%
32%
clicked on
a Tablet
22%
Of those who own a smartphone and had the
27%
Never clicked
27%
11%
clicked on a
Smartphone
Clicked on accident
Never seen
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2014 US Base: Smartphone = 718, Tablet = 551
52
IN THE US IN 2014, TRAVELLERS INTENTIONALLY ENGAGING WITH

ADS ON MOBILE DEVICE WERE EQUALLY LIKELY TO CLICK ON
A TABLET AD OR SMARTPHONE AD
Total US Traveller Interactions with Advertisements
Of those who own a tablet and
50%
clicked on
a Tablet
22%
41%
Of those who own a smartphone and

11%
50%
27%
Never clicked
clicked on a
Smartphone
Clicked on accident
Never seen
MOBADCONSUME. Please let us know how you have interacted with advertisements on each device. 2014 US Base: Smartphone = 718, Tablet = 551
53
FOR TRAVEL, PC CONTINUES TO BE THE PRIMARY

DEVICE FOR PURCHASES
Booked at least One Travel
Related Expense Online
Booked Travel Related Expense by Device
PC
2015 UK
Tablet
Smartphone

Booked at least One Travel Related Expense Online: 90%
PC: 90%
Tablet: 29%
Smartphone: 26%
PREBOOK. Thinking of the most recent trip you have booked, which of the following did you book online? Total Respondents: 2014
US Base = 823, 2015 UK Base = 800. BOOKCAT. For each of the following, please indicate how you booked your travel? Device
Owners: 2014 US Base: Smartphone = 648, Tablet = 503, PC = 712. 2015 UK Base: Smartphone = 646, Tablet = 680, PC = 714.
54
UK TRAVELLERS WHO BOOKED ON A MOBILE APP WERE

LIKELY TO DO SO FOR AIR AND HOTEL
Booked on Mobile App
82%
Air
77%
Hotel
27%
30%
Ground
Transport
Attractions
24%
5%
Restaurant
Other
Indicates subgroup is higher than one or
more subgroups @ 95% confidence level.
PREBOOK. Thinking of the most recent trip you have booked, which of the following did you book online? Total
Respondents: 2015 UK Base = 800
55
UK TRAVELLERS WHO BOOKED ON A MOBILE APP WERE LIKELY

TO DO SO FOR AIR AND HOTEL
Booked on Mobile App
71%
76%
71%
46%
56%
48%

Smartphone
49%
55%
During Trip
Tablet
PREBOOK. Thinking of the most recent trip you have booked, which of the following did you book online? Total Respondents: 2015 UK Base = 800
56
THANK YOU.
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1

UK OWNERSHIP OF MOBILE DEVICES CONTINUES TO RISE.

Number of Device Owners

Source: comScore MobiLens/3 month average ending February 2015

THE MAJORITY OF UK TRAVELLERS OWN A

3 of 4 UK travellers owned all three devices in 2015

Source: comScore Media Metrix and Mobile Metrix, July 2014

Behavioral Data Sources:

comScore Multiplatform Panel

A sample of 800 is reliable

48 MILLION PEOPLE IN THE UK ENGAGE WITH

SMARTPHONE USERS ARE THE MOST LIKELY TO

THE TOTAL TRAVEL AUDIENCE IN MOBILE IS EQUAL TO THAT

AMONG THE 25 MILLION MONTHLY TRAVEL USERS ON MOBILE,

Source: comScore Mobile Metrix, Dec 2014 Feb 2015

PC USAGE IS HIGH, BUT LARGE PORTIONS OF ALL

REACH OF MOST TRAVEL CATEGORIES IN THE UK IS

THE PC AUDIENCE STILL ENGAGES WITH TRAVEL

Travel: Minutes by Device

APP USERS SPEND MORE TIME ON AVERAGE THAN

THE BROWSER EXPERIENCE

AND THE IMPORTANCE OF THE MOBILE BROWSER

MOBILE, ESPECIALLY TABLET, USAGE PEAKS DURING PRIMETIME

Source: comScore Device Essentials February 2015

IN THE UK, TABLET USAGE WAS CONSISTENTLY

Used consistently across

More likely to be used during trip

COMPARED TO THE US STUDY IN 2014 WHERE TABLETS WERE

Dominated the trip experience

Used limited amounts across all

PC USAGE IS SIMILAR ACROSS NEARLY ALL GROUPS

80% 78% 77% 77%

73% 73% 75%

Shopping for Air/Hotel

Planning Trip Activities

Compared to 2014 US:

82% 84% 82% 86%

85% 83% 78% 84%

82% 82% 76% 75%

38% 40% 48% 52%

LUXURY TRAVELLERS ARE THE MOST LIKELY TO USE A TABLET

Shopping for Air/Hotel

Planning Trip Activities

Compared to 2014 US:

28% 28% 35% 47%

23% 21% 38% 29%

31% 20% 35% 30%

22% 20% 30% 20%

SMARTPHONE USAGE THROUGHOUT THE TRIP STAGES

Shopping for Air/Hotel

Planning Trip Activities

Compared to 2014 US:

34% 31% 35% 43%

24% 22% 40% 23%

27% 23% 40% 40%

45% 34% 44% 47%

(compared to other segments)

(compared to other segments)

ACCESSIBILITY IS THE PRIMARY DRIVER OF MOBILE USAGE

TABLETS ARE CRITICAL, AND GROWING IN USAGE, FOR

Compared to 2014 US:

TABLET USERS ARE TWICE AS LIKELY AS SMARTPHONE

Compared to 2014 US: