When it comes to travel, mobile plays an increasingly important role in how digital content is being consumed. In July 2017, 68% of travel category visitors in India accessed content via mobile devices only, and almost two thirds of total digital time in the category is spent on smartphones or tablets. Using insights from comScore MMX Multi-Platform, we take a closer look at some key findings from a recent category analysis:
- Travel users in India are highly dependent on mobile devices, with 2 in 3 visitors accessing travel content via their smartphone or tablet devices only in a month.
- Across 9 of the top 10 travel sites in India, mobile is the primary platform for users. Notably, cabs booking and ride-sourcing sites OLACABS.COM and Uber are almost exclusively consumed through mobile devices.
- Millennials lead the way on mobile in term of time spent in the travel category, with over 70% of their digital time spent on mobile devices.
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