33% of hotel search on mobile
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Last-minute has Gone Mobile Queries related to last-minute travel products and services has shifted towards mobile search this summer.
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33% of hotel search on mobile
- 1. Last-minute has gone mobile Queries related to last-minute travel products and services has shifted towards mobile search this summer The analysis covers travel queries on desktop and mobile devices 2011 – July 9th 2012 for the UK only Google Confidential and Proprietary 1
- 2. Last-minute has gone mobile % of total search volume (desktop & mobile) which comes from a mobile device Queries related to last-minute travel in the UK 40% 41% 33% 30% 27% 26% 25% 21% 21% 19% 14% 12% 12% 10% 10% 8% 7% 8% 7% 6% 5% Q111 Q211 Q311 Q411 Q112 Q212 Q312(July9th) Holiday Packages Air AccommodaDon *Mobile ~ tablets and smartphones Insight: Last minute search volume has increased significantly on mobile devices in Q212 and especially in the first week of July Action: Align budget allocation and targeting to reflect users search behaviour and device usage Source: Google internal data based on last-minute queries for travel products and services in the UK. Google Confidential and Proprietary 2 Future results may differ from above. Please use as a directional guide only.
- 3. Holiday packages: 26% of all queries are made on a mobile device for last-minute queries Queries related to last-minute holiday packages 2011 – July 9th 2012 June-July peak 2011 January peak June 2012 Declining query volume on desktop reflects a shift towards mobile search among Google users -12% YoY -13% YoY +177% YoY +169% YoY Q111 Q211 Q311 Q411 Q112 Q212 Desktop queries Mobile queries *Mobile ~ tablets and smartphones Source: Google internal data based on last-minute queries for travel products and services in the UK. Google Confidential and Proprietary 3 Future results may differ from above. Please use as a directional guide only.
- 4. Air: 41% of all queries are made on a mobile device for last-minute queries Queries related to last-minute flights 2011 – July 9th 2012 June-July peak 2011 January peak June 2012 Declining query volume on desktop reflects a shift towards mobile search among Google users -14% YoY -30% YoY +211% YoY +177% YoY Q111 Q211 Q311 Q411 Q112 Q212 Desktop queries Mobile queries *Mobile ~ tablets and smartphones Source: Google internal data based on last-minute queries for travel products and services in the UK. Google Confidential and Proprietary 4 Future results may differ from above. Please use as a directional guide only.
- 5. Hotels & Accommodation: 33% of all queries are made on a mobile device for last-minute queries Queries related to last-minute accommodation 2011 – July 9th 2012 June-July peak 2011 January peak June 2012 Declining query volume on desktop reflects a shift towards mobile search among Google users -79% YoY -37% YoY +411% YoY +79% YoY Q111 Q211 Q311 Q411 Q112 Q212 Desktop queries Mobile queries *Mobile ~ tablets and smartphones Source: Google internal data based on last-minute queries for travel products and services in the UK. Google Confidential and Proprietary 5 Future results may differ from above. Please use as a directional guide only.