Digital publishing company YUDU Media has found that 40% of travel brochure app users supply opt-in data when given the option.
The figure represents the average number of users who supply optional details across all YUDU travel apps, including companies such as Cunard Line, Virgin Holidays and Wayfarers Travel.
This is much higher than many travel companies would have thought, YUDU Media believes.
With Apple announcing that its app store has had over 10 billion worldwide downloads since its conception, travel providers have access to a potentially huge amount of prospective customer data.
YUDU CEO Richard Stephenson said: “The proportion of users supplying opt-in data indicates a healthy level of interaction from users.
“Companies who until now had been on the fence about whether or not to invest in creation of a branded app for the iPad now have some hard proof about what to expect in terms of return on their investment.”
The information supplied via these data capture forms is the property of the travel company, allowing for better targeted advertising and marketing campaigns, according to YUDU.