Travelers Are Confident and Frequent Mobile Shoppers According to Study by Expedia Media Solutions and comScore

  Travelers Are Confident and Frequent Mobile Shoppers According to Study by
                     Expedia Media Solutions and comScore

One-third of mobile users are planning on the go; accessibility and
touch-screens drive usage

PR Newswire

BELLEVUE, Wash., Nov. 14, 2012

BELLEVUE, Wash., Nov. 14, 2012 /PRNewswire/ --When it comes to mobile usage
habits, a new custom study from Expedia® Media Solutions, the advertising
sales division of global online travel leader Expedia, Inc., shows that
travelers are increasingly comfortable and savvy at planning, researching and
booking trips on the go.

Commissioned by Expedia® and conducted by comScore, the study examines
consumer behavior on mobile devices and sheds light on the role of mobile in
travel research, planning and booking, as well as the unique attributes of the
travel demographic. Travelers frequently turn to mobile devices for travel
planning – whether conducting aspirational research, planning an existing trip
or booking a last-minute getaway. With one out of every ten dollars spent
online occurring on a mobile device, marketers who are ripe to target
travelers should be adding mobile into their marketing mix.^1

Travelers frequently use smartphones and tablets to research and plan trips.

  oForty-eight percent used a tablet or smartphone to plan their trip – while
    44 percent used a mobile device to dream of their next trip
  oEighty-six percent of mobile planners already knew their destination when
    conducting research on a mobile device
  oForty-seven percent relied on friend and family recommendations and 40
    percent relied on Online Travel Agencies (OTAs) for destination ideas
  oDeals and promotions (64 percent), photos (55 percent) and recommendations
    (38 percent) are the most useful types of content for those seeking trip

Travelers are comfortable making purchases on mobile devices.

  oOf travelers who own a mobile device, 61 percent have made a purchase on a
    tablet in the last six months while 51 percent have made a purchase on a
    smartphone, showing that travelers are more likely to purchase travel on
    tablets versus smartphones
  oOf those who have booked travel on a mobile device, 80 percent of
    smartphone users and 90 percent of tablet users would do so again

Travelers will continue to use mobile to plan travel, but easy-to-use apps
will drive usage.

  oOf the 44 percent who plan travel on a mobile device, 44 percent used an
  oNearly 60 percent of mobile airline and 56 percent of hotel bookers used
    an app to book their reservation
  oAccessibility (43 percent), ease of use (35 percent) and app availability
    (33 percent) drive travel bookings for smartphone users

Advertisers can take advantage of accessibility and easy-to-use touchscreens
to create effective mobile ad solutions and campaigns that enhance the overall
user experience. As mobile users continue to turn to apps for planning,
there's potential to provide incremental reach and increase engagement time
with travel brands, thereby spurring higher category reach, as well as mobile
purchase and booking conversion.

"With the steady growth of mobile adoption and content consumption, we've seen
an increase in on-the-go travel planning – more than one-third of mobile
device owners, according to the study," said Noah Tratt, global vice president
of Expedia Media Solutions. "The findings also show a significant number of
consumers rely on OTAs for destination ideas, and we've developed a mobile
strategy to help our advertisers reach travelers during critical planning
phases, allowing them to influence customer decisions and optimize the
experience closer to purchase."

Expedia Media Solutions currently offers mobile targeting solutions for®,® and Hotwire®. In addition, Expedia Media Solutions
expects to launch sponsored search results – Expedia's Travel Ads program – on mobile and display ads on mobile later this month.
Additional mobile display ad opportunities will be available in Q1 2013. For
more information on Expedia Media Solutions, please visit

About Expedia Media Solutions

Formed in 2007, Expedia Media Solutions is dedicated to building online and
offline media partnerships for travel and non-travel brand advertisers and to
enable them to leverage the unique media value of Expedia's network of leading
travel brands and global points of sale. For more information, visit

About Expedia, Inc.

Expedia, Inc. is thelargestonline travel companyin the world, with an
extensive brand portfolio that includes some of the world's leading online
travel brands, including:®, the world's largest full service online travel agency, with
    localized sites in 30 countries®, the hotel specialist with sites in more than 60 countries
  oHotwire®, a leading discount travel site that offers opaque deals in nine
    countries on its eight sites in North America and Europe
  oEgencia®, the world's fifth largest corporate travel management company
  oeLong™, the second largest online travel company in China®, the online hotel reservation specialist in Europe
  oExpedia Local Expert®, a provider of in-market concierge services,
    activities and experiences in 18 markets worldwide
  oClassic Vacations®, a top luxury travel specialist

The company delivers consumers value in leisure and business travel,
drivesincremental demandand direct bookings totravel suppliers, and
provides advertisers theopportunityto reacha highly valuable audience
ofin-market travel consumers through Expedia Media Solutions. Expedia also
powers bookings for some of the world's leading airlines and hotels, top
consumer brands, high traffic websites, and thousands of active affiliates
through Expedia® Affiliate Network. (NASDAQ: EXPE) For corporate and
industry news and views, visit us at or follow us on
Twitter @expediainc.

Trademarks and logos are the property of their respective owners. © 2012
Expedia, Inc. All rights reserved. CST: 2029030-50

^1 comScore Mobile Measurement Q2 2012 study

Casey Ibbetson
Zeno Group

SOURCE Expedia Media Solutions

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