Travel Ranks Third in Mobile Commerce

With 29 percent of U.S. purchases made on mobile devices, travel agents should up their e-commerce game By: Valerie Chen
About 33 percent of U.S. purchases will be made on mobile devices by the end of 2015. // © 2015 Thinkstock
About 33 percent of U.S. purchases will be made on mobile devices by the end of 2015. // © 2015 Thinkstock

The Details

What:
Mobile accounts for 29 percent of e-commerce transactions in the U.S. and 34 percent globally, according to Criteo’s “State of Mobile Commerce” report on the first quarter of 2015. Mobile transactions are anticipated to reach 33 percent in the U.S. and 40 percent globally by year’s end.

Why It Matters:
The findings expose the unyielding clout of mobile; wise travel agents will acclimate quickly to the trend and fortify their digital strategies. In a chart ranking the categories of mobile shopping, travel placed third, behind the categories of Fashion & Luxury and Mass Merchants, but ahead of Sporting Goods; Health & Beauty; and Home. Smartphones are unsurprisingly responsible for most of U.S. mobile sales; however, travel sales are higher on tablets ($85 to every $100 spent on a desk-top computer) than smartphones ($36 to every $100 via desktop).

Fast Facts:
- Majority of U.S. mobile transactions are via smartphone. When compared to conversion rates on desktop or tablet, rates via smartphone are lower; however, smartphones generate more transactions due to much higher traffic.

- iPhones hold 9.2 percent of e-commerce transactions in travel, while Android smartphones account for 8.2 percent of e-commerce transactions in travel.

- New segment of "same night" hotel booking has increased booking travel via smartphone.

What They Are Saying:
“Mobile commerce is growing like a weed,” said Jonathan Wolf, chief product officer for Criteo. “In just the last three months, there was a 10 percent increase in mobile transactions here in the U.S. Smartphones are now the majority of mobile transactions, and the growth of larger screen sizes and better mobile sites is only going to accelerate this trend.”

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