A recent study has shown that nearly 40 million consumers in the US accessed a travel site or app from their smartphone during July 2012, with TripAdvisor and Expedia's content among the most consulted.
According to a recent study published by comScore this week, around 37 percent of smartphone owners over the age of 18 accessed travel content from their mobile devices during the month of July.
Among the travel sites or apps, TripAdvisor got the highest number of visitors with nearly 6.7 million, followed by Expedia with nearly 6 million and Southwest Airlines with nearly 4.1 million.
A demographic analysis from the top 15 most accessed travel apps and sites shows that women access travel content more than men. Females represent 15 percent more visitors to Expedia, 12 percent more to Kayak.com and 22 percent more for Orbitz.
Between browsers and apps, several travel sites revealed a strong skew toward app engagement. Fifty-three percent of the time spent on travel-related content originated from apps while 47 percent was browser use. Kayak.com saw apps drive 94 percent of the total minutes, while Delta saw 87 percent of the total minutes.
comScore measures the digital world combining passive-on-device measurements with census-level data to provide views into US mobile media usage in apps and mobile browsing.
Top ten most visited travel online sites by U.S. smartphone owners in July 2012
TripAdvisor Media Group 6,672,000
Southwest Airlines 4,084,000
Travora Media 2,518,000
Delta Airlines 2,070,000
Orbitz Worldwide 1,973,000
InterContinental Hotels Group 1,676,000