The UK audience represents a growing population of consumer travelers who are consuming content and booking travel from their mobile devices. Three out of four UK travelers own multiple devices. Approximately 35 million consumers in the UK engage with digital travel content each month with nearly half of UK travelers engaging with travel on both their PCs and mobile devices.
Travel advertisers need to think about developing a multi-platform strategy to reach and engage with this audience across multiple devices. As a follow-up to the 2014 US Multiscreen study, this study from comScore and Expedia Media Solutions explores the content consumption and booking behavior of UK travel consumers and the implications to travel brands and advertisers.