Greystripe study finds 67% of iPad users are frequent travelers, 60% have booked travel with device, and 93% regularly engage with device while traveling
A new study by mobile advertising network Greystripe, a division of ValueClick (Nasdaq: VCLK), on the use of touch smartphones and iPads in travel, found while nearly all touch smartphone and tablet users use their device while traveling, iPad users are more likely (60 percent) than iPhone and Android users (49 percent) to use their device to make a travel booking.
These results correspond to the boom in travel-related mobile ad campaigns in the Greystripe network, which has grown 49.2 percent in the past 12 months.
Greystripe collected the data from 971 users on its expansive network of iPhone (including iTouch), Android and iPad devices during a month-long period from June to July 2011.
The study took an in-depth look at how iPads, iPhones (including iPod Touches) and Androids are used by frequent travelers throughout the travel process – for everything from planning a vacation to how they use their devices while traveling. The study found iPads are especially vacation and business travel-friendly: 91 percent of iPad users have used their device for a travel related activity of some kind.
Because iPads are so portable, many travelers with the device use it to make travel arrangements:
- 47 percent have used their iPad to book a hotel
- 37 percent have used their iPad to book a flight
- 28 percent have used their iPad to make a restaurant reservation
- 24 percent have used their iPad to rent a car
Greystripe found that both iPad and touch smartphone users are more likely to use the mobile web for their travel needs than apps:
- 69 percent of iPad users compared to 60 percent of super smartphone users have used the mobile web to book travel, get travel information or research local attractions, restaurants and activities.
- 50 percent of iPad and 52 percent of touch smartphone users have used apps to book travel, get travel information or research local attractions, restaurants and activities
“The power and portability of iPads, iPhones and Androids make them the ultimate devices for any jetsetter,” said Dane Holewinski, director of marketing for Greystripe. “Because so many travelers are looking to their mobile devices for travel information and booking, mobile is an excellent channel for advertisers to reach travelers.”
About the Survey
This data is based on data Greystripe gathered from 971 users on its network from June 1, 2011 to July 31, 2011. Frequent travelers were defined as people who travel two or more times per year.
Greystripe, a division of ValueClick (Nasdaq:VCLK), is the largest brand-focused mobile advertising network with a US reach of over 30 million touch devices. Greystripe delivers the highest engagement and most sophisticated targeting for brand marketers, the maximum revenue for publishers and app developers, and the best ad experience for users. Greystripe’s proprietary advertising platform serves billions of rich media impressions into more than 3,500 application titles and mobile websites across all major mobile platforms.
About ValueClick, Inc.:
ValueClick, Inc. (Nasdaq: VCLK) is one of the world’s largest digital marketing companies. Through a unique combination of data, technology and services, ValueClick increases brand awareness and drives customer acquisition at scale for the world’s largest advertisers, and maximizes advertising revenue for tens of thousands of online and mobile publishers. ValueClick’s brands include Commission Junction, ValueClick Media, Greystripe, Mediaplex, Smarter.com, CouponMountain.com, Investopedia.com, and PriceRunner. The Company is based in Westlake Village, California, and has offices in major advertising markets worldwide. For more information, please visit http://www.valueclick.com.
(This release contains forward-looking statements that involve risks and uncertainties, including, but not limited to, the risk that market demand for on-line advertising in general, and performance based on-line advertising in particular, will not grow as rapidly as predicted, and the risk that legislation and governmental regulation could negatively impact the Company’s performance. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Important factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are detailed under “Risk Factors” and elsewhere in filings with the Securities and Exchange Commission made from time to time by ValueClick, including, but not limited to: its annual report on Form 10-K filed on February 28, 2011; recent quarterly reports on Form 10-Q; and other current reports on Form 8-K. ValueClick undertakes no obligation to release publicly any revisions to any forward-looking statements to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.)