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Significant growth in travel mobile transactions was recorded in January despite the overall rate of growth in mobile web traffic slowing, new research reveals.
Mobile transactions grew 70% year-on-year to 29.8% of all online transactions, digital and brand consultancy Nucleus found.
However, average mobile traffic was up from 38.7% of all traffic in January 2014 to 44.6% in the same month this year.
Responsive designed sites attracted a higher mobile share – 48.5% compared to 42.7% for non-optimised sites, according to the study.
Luxury brands continued to outpace the mass market with several reporting more than 50% of mobile traffic.
But Android failed to make progress in the mobile web with a flat 19.5% mobile share verses 77.1% for Apple.
Nucleus analysts believe “responsive website design is now the key to monetising the mobile opportunity as mobile becomes the new way to engage and convert prospects into customers”.
Google’s labelling of mobile-friendly sites is seen as reinforcing this shift, yet a recent report by guypo.com for Akamai reported that just 20% of ‘top tier’ websites use responsive design in the final quarter of 2014.
Nucleus chief executive Peter Matthews said: “It is now essential that every consumer brand delivers a seamless, frictionless browse and transact mobile experience.
“For those who have not yet invested in this latest wave of digital transformation, urgent action is required.”
The survey monitors 12 UK and international travel websites, ranging from mass market to luxury brands, with a sample of 1.8 million users.
This was the eighth twice yearly mobile survey (or Wave) carried out by Nucleus dating back to 2013.