Web browsing of travel sites via mobile has seen a climb of more than 40% in the past year according to a report.
The study, from web design agency Nucleus, provides a snapshot every six months on browsing from mobile devices to travel websites.
The latest update shows the share of traffic from mobile devices is now more than 38% of total traffic.
While browsing via iOS is most popular (an almost 82% share of mobile), Android is growing fast (16.5%) and at the expense of Blackberry and Microsoft, according to the research. In June, Android's share was 11%.
Nucleus has been carrying out the research every six months to reveal the growth in mobile traffic as a share of the total:
- June 2012, 20.5%
- Jan 2013, 27.1%
- June 2013, 32%
- January 2014, 38.4%
The research says most travel companies have been slow to develop mobile-friendly websites echoing another recent study of the world's top airlines which reveals that 22% don't have a mobile website and only one uses responsive design.
An IAB study published late last year revealed more than a third of travel sites had no mobile presence.
The Nucleus study also points to the luxury hotel segment, which is more focused on providing a brand experience, as seeing higher rates of browsing via mobile and higher conversion. Some hotel sites are seeing browsing via iPad reach more than 65% of mobile browsing.
The full report, which can be downloaded here, was carried out on 12 UK and international travel websites in January.