About ogury: the barometer to gauge travel planning patterns on mobile devices
Ogury is revealing its first ever user experience map to show how users plan their travels. The study took a sample of 85,000 mobile devices which allowed this mobile data specialist to draw some interesting conclusions:
– Travellers tend to search for round trips. 18.7% start on accommodation websites. A significant 11.5% of them continue their search with websites showing opinions, package holidays and airline websites, before returning to the accommodation website.
– Generally, 45% of travellers who use these sites do so for reference purposes only, but do not finalise the purchase. Even so, those who browse the main accommodation websites (Booking, Trivago, Airbnb) are 8 to 17% more likely to view 6 or more pages within the websites.
Photograph via Unsplash
– Regarding the average number of sessions opened in the main websites in the tourism sector (accommodation, flights, reviews and package holidays), the data shows that users repeatedly visit sites before completing the purchase process. Users searching for accommodation range from an average of 2.2 sessions on Airbnb to 5.6 sessions on Trivago. The same can be said of the main review websites: eDreams has an average of 3.9 sessions while Expedia has 3.3.
– The average query journey followed by a user to plan their holiday takes 29 days. The only way to gain this insight regarding the user experience is to measure the customer’s journey over time.
So, what conclusions can be drawn by advertisers in the tourism sector?
Firstly, there is a clear risk that 45% of people who are directed to these sites by tourism advertisers will not actually be interested in booking a holiday, according to the high abandonment rates on the first site in the user’s browsing journey. We can also conclude that accommodation and hotel websites are the most popular sites and that users return several times when planning their trip. It is equally important to mention a very decisive factor in a digital advertising strategy’s success:
Can the data gathered using cookies and other sources be used to reliably study the user’s behaviour and where they are in the conversion tunnel?
Here are some practical examples to illustrate this point:
1. If an advertiser in the hotel industry targets segments who are interested in transport (rail or plane), their ROI may not be optimal according to the conversion logic, with studies showing that transport searches usually come after accommodation searches.
2. Advertisers in the hotel industry should try to boost their presence on review platforms given that the study shows that people usually search for accommodation after visiting these websites.
3. Out of all airline website visitors, 54% visit accommodation websites within 15 days prior to visiting the airline site, and 54% will go on to visit accommodation websites in the 15 following days. Therefore, airline advertisers should focus on accommodation websites if they are looking to boost their returns.
4. 61% of people who visit package holiday websites visit accommodation websites within 15 days before, and 62% will go on to visit accommodation websites in the 15 following days. As in the previous example, the chance for accommodation websites to boost their advertising returns would involve being present on package holiday sites. Booking.com, for instance, is visited by 52% of people after visiting a website selling package holidays.
5. The study can also be used to establish behaviour and browsing patterns. For instance, it was found that 43.19% of people who search an airline website will previously have visited accommodation sites, and roughly one in every two users who visit package holiday sites and price comparison sites will then go to accommodation and hotel websites (more precisely, 50.45% in the first case and 54.99% in the latter).
Thanks to all this data, we can confirm that it is important to understand the user’s browsing experience in order to send out the best possible message at the right time, thus ensuring that we are giving the customer real added value and that the advertiser’s investments are fully optimised.
Ogury is an all-knowing mobile data platform that gives you a broader perspective of the behaviour of mobile users, as well as being the only platform to show a real image of what people do on their smartphones, including the way they use apps. Their patented data collection technology runs at the device level and is built into thousands of apps, allowing Ogury to perform multi-granular profiling on more than 300 million mobile user profiles in over 120 countries. Leveraging the power that this unique vantage point entails, Ogury provides unrivalled analytics, monetisation, targeting and CRM solutions for brands, service providers and editors, helping to significantly improve the mobile experience. Founded in 2014, the company has international offices in Madrid, London, New York, Los Angeles, Chicago, Paris, Milan and Rome, having established collaborations with all the major media agencies, the biggest brands and leading editors worldwide.
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