Earlier this week Nielsen released data on mobile usage in the travel vertical in the US. Google Maps was the dominant site and mobile app according to Nielsen. Affirming that travel is a popular category in mobile, comScore has released its own analysis of mobile travel usage. However there were some very different findings in terms of the hierarchy of destinations and distribution of time spent between the mobile web and apps.
According to comScore, “nearly 40 million people age 18 and older visited a travel destination via mobile browser or app on their smartphone, representing 2 in every 5 smartphone owners accessing from a device running the iOS, Android or RIM operating systems.”
TripAdvisor sites were the top destination. Similarly, Nielsen reported that TripAdvisor was the #2 mobile website after Google Maps. Perhaps comScore doesn’t consider Google Maps a “travel” app/site.
Below is comScore’s list of top mobile travel destinations.
In contrast to the Nielsen data, which showed mobile travel usage mostly concentrated in apps, comScore said, “The share of time spent across apps and browsers revealed that travel category engagement was more evenly distributed among browser and app access when compared to the total Internet distribution.”
Below is comScore’s demographic (gender) analysis of usage of the sites listed above.