According to Expedia’s 2016 Path to Purchase study, there was a 44% increase in the amount of time people spent consuming digital travel content in 2016 in the UK, rising to 2.4 billion minutes, showing that mobile activity in the UK travel sector is likely to overtake desktop early next year.

This was the case in the US in September 2015.

Three quarters of the UK population with web access consume travel content online, outstripping the proportions in Canada (70%) and the US (60%). 82% of these used mobile phone or tablet to access travel content in February 2016, up from 67% in February 2015.

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