Latest data from Google has indicated that the rise of mobile for travel web browsing is happening now and is happening fast.
Revealing figures at the latest Travolution Editorial Advisory Board meeting this week Robin Frewer, the search engines director for travel, said it was seeing “huge growth” from mobile.
He said in 2010 mobile travel queries accounted for around 6% of all queries whereas for the year to date in 2011 mobile travel queries represented 20% of the total.
Frewer said an element of navigational search – people inputting a specific company name to simply find the web address – would be included in that figure but the trend was clearly there.
Last year saw growth of 169% as the use of smartphones grew in the UK where users are the most advanced in Europe with volumes around double of any other market on the continent.