As a follow up to the 2014 UK and 2014 US studies, Expedia commissioned comScore to conduct a study on the importance of multi-platform devices in online travel content consumption in the UK. comScore blended online travel behavioural data with data collected through a custom survey. Among the key findings:
- 48 million people in the UK engage with digital content each month, with 73% interacting with travel content.
- Smartphone users are most likely to access travel content in a given month, at 73%.
- Among the 25 million monthly travel users on mobile, 75% access travel only via smartphone; 14% use both smartphone and tablet.
- Reach of most travel categories in the UK is considerably higher than the US.