Google Study Shows Limited Travel Bookings From Mobile Search

If you’re thinking of using mobile search advertising to drive potential clients to your agency, new research shows you may be better off keeping it simple.

Google’s new “Mobile Search Moments: Understanding How Mobile Drives Conversions” study, in partnership with Nielsen, shows that the majority of mobile searches are conducted with a personal computer close by.

The study finds that 77% of mobile searches occur at home or work, with just 17% when the user is on the go.

A conversation starter
Research shows that 73% of mobile searches trigger extra actions or conversations, with 36% leading to continued research – but just 7% leading to calling a business.

About half of conversations regarding a search happen within an hour of the initial search.

Travel follow-ups exceeded the average, however, with 2.2 follow-ups per travel search compared to 2.05 for shopping and 1.09 for general knowledge.

Travelers stay traditional
Surprisingly, according to Google’s research, just 2% of mobile users search for information on travel.

A majority of all mobile searches happen in the evening or afternoon, and 77% of mobile searches happen at a place where a PC is also available to the mobile user.  

Most users search via mobile when they are at school, on the go, or at work, with none searching in-store.

The study finds that investing in mobile advertising is probably premature at the moment. While more than half of respondents noticed ads during the study, they usually did so when they were already deciding on a purchase

What travelers want
But if mobile search isn’t a huge driver of travel bookings, what do these searchers really want?

Google released a traveler research study last year examining how travel trends have shifted for consumers.

“The 2012 Traveler” study from Google and Ipsos MediaCT found that three in four leisure and business travelers plan their trips online before booking.

It also finds that consumers have yet to fully adopt booking through apps. Just 12% of leisure respondents booked overnight accommodations through an app, compared to 40% who had used a mobile browser to book.

Untapped potential
Online video is a new area for travel sellers to explore when it comes to reaching new potential clients.

According to Google, 89% of leisure travelers watch video online and 21% use online video for travel planning. Travelers watch video during all phases of their travel planning.

Of those who book after watching an online video, 58% did so after watching a trip review from an expert.

And there’s even better news: 74% of those convinced to book after watching a video were affluent travelers.