Christmas surge to push mobile penetration to 40%, predicts Nucleus research

Mobile penetration on travel websites is poised to hit 40% after Christmas, the latest data from digital agency Nucleus suggested.

Peter Matthews, chief executive, gave the summit an up-to-date snapshot of the influence of mobile which it has been tracking for three years in its web browsing survey.

The latest report from Nucleus can be downloaded now for free from the firm’s website.

The study, of a representative selection of websites which Nucleus works with, revealed no slowdown in the growth of mobile.

As of October, on average 35% of traffic was coming from mobile devices, up from 32% in June.

“It’s well on its way to 40% by next January,” said Matthews, “an 8% increase in mobile traffic since last June, with tablets accounting for 19% of all traffic.”

The Nucleus data showed how Apple’s iOS operating platform remains dominant over rival Android, something put down to the better browsing experience and demographics.

Interestingly, since June growth in iPhone browsing has outstripped that for iPad. Matthews believes this may be down to people waiting for the release of the iPad Air.

In terms of mobile browsin, luxury sites are leading the way with the top site in the survey already achieving 40% mobile share of traffic.

Matthews predicted: “Mobile will be on 50% by the end of 2014 and some sites will be there before that. The Christmas effect, when everyone gets their new devices, will put it on track.

“From nowhere two or three years ago mobile devices are looking like the favoured devices for browsing websites.”

The Nucleus report can be downloaded at

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