SYS-CON MEDIA Authors: Doug Masi, Mat Mathews, Newswire, David Smith, Tim Crawford

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Research and Markets: Mobile in U.S. and European Markets - Beyond a Uniform Strategy

Research and Markets ( has announced the addition of PhoCusWright's new report "Mobile in U.S. and European Markets - Beyond a Uniform Strategy" to their offering.

Mobile platforms are opening new avenues to travel consumers and enabling companies to engage travelers in real time, wherever they may be. However, a misguided mobile strategy can cost companies dearly in terms of share, particularly during the early, high-growth stage of consumer adoption.

This article examines consumer preferences, demographics, macroeconomic data, and other variables across four of the world's most lucrative online travel markets - France, Germany, the U.K. and the U.S. - and highlights the similarities in, differences between, and drivers of their mobile trends.

Key Topics Covered:

1. Introduction

2. Key Findings

3. Prioritizing devices for mobile rollouts

4. Smartphones retain advantages over tablets

5. Who's downloading what?

  • Figure 1: Top 10 Travel Apps in the Apple App Store

6. Mobile adoption surprisingly low in Germany

  • Figure 2: Mobile Device Use for Travel Shopping, GDP per Capita, and Tablet Share of Internet Traffic, 2013

7. In a multi-device world, age matters

  • Figure 3: Total Population (Millions) and Age Distribution (%) by Country, 2012

8. Shopping window remains wider in the U.S.

9. Converting offline travelers into smartphone buyers

  • Figure 4: Average Number of Days Spent Researching Travel Components Before Booking, by Market
  • Figure 5: Total and Online Travel Markets (US$B) and Mobile Share (%) by Country, 2015

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Source: PhoCusWright

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