Why Travel-Related Mobile Ads Are Taking Off on the iPad

Frequent travelers are increasingly turning to their iPads to book flights, get directions, find the best local restaurant, reserve a hotel room or rent a car.

As a result, Greystripe, a mobile ad network purchased by ValueClick in April, says that it has seen travel-related mobile ad campaigns increase by nearly 50 percent over the past year.

In a study, it found that the overwhelming majority of iPad owners, or 91 percent, used their device for a travel-related activity. The data was collected from Greystripe’s 971 users on a network of iPhone (including the iPod touch), Android and iPad devices during June.

Specifically, it found that 47 percent of iPad users booked hotel rooms, which seems to coincide with the boom of applications catering to this activity.

I’ve written in the past about how travel companies are flooding the mobile app stores, including Expedia, Kayak, Priceline and even start-ups, like HotelTonight, which will find you a room the night you need it. What’s more, InterContinental Hotels Group, the massive hotel chain that includes Holiday Inn, told me it recorded $10 million in mobile revenues in April, jumping from only $1 million in the same period a year earlier.

Following closely after hotels, Greystripe said 37 percent of iPad owners used the tablet to book a flight; 28 percent have used it to make a restaurant reservation; and 24 percent have used it to rent a car.

Although Greystripe found that applications were not required, in fact, 69 percent of iPad users were more likely to use the mobile Web compared to 49 percent of iPhone and Android users.


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