July 27, 2011 08:00 ET

Mobile Users Twice as Likely to Travel During Summer Than Other Seasons, According to Travel Edition of Mojiva Mobile Audience Guide

Two-Month Study With InsightExpress Reveals Mobile Consumer Activity Around When Travel Is Booked, What Purchases Are Made and How Much Is Spent

NEW YORK, NY--(Marketwire - Jul 27, 2011) - Mojiva (, a mobile ad network that specializes in making "big idea," cross-platform mobile strategies come to life at scale, today released the Travel Edition of the Mobile Audience Guide (MAG) with valuable insight for mobile advertisers into the travel behavior of mobile users. The two-month (May-June 2011) study was conducted by InsightExpress, a leading digital marketing research firm, and polled more than 180 random users on the Mojiva network who completed the survey. The full Mobile Audience Guide is available here:

The study found that the summer season is the most popular one for mobile users to travel, with more than 79 percent of respondents saying that they travel during that period. Spring (36 percent), fall (32 percent) and winter (27 percent) followed behind. For advertisers looking to capitalize on the summer plans of consumers, the study showed that 73 percent of mobile consumers tend to book their travel plans one month or less in advance of a trip. In fact, 30 percent book travel at the spur of the moment, within a week of taking off. The research also proves that mobile users are not only comfortable with spending significant dollars within the mobile ecosystem, but also rely on their devices more and more for ecommerce as it relates to other segments in the lucrative travel category.

"Our Travel MAG shows that mobile advertisers are never too late in getting in front of consumers ready to make a travel-related purchase. This data reinforces the notion that users are fully-engaged on their mobile devices, and it benefits marketers who are agile in their campaigns," said Tony Nethercutt, general manager of Mojiva. "Travel-related interests on mobile devices present marketers with the opportunity to utilize the creative capabilities of mobile devices to immerse their ideal audience with their brand, wherever they may be in the world. If you want to show a luxury resort, or a car rental, a simple text ad on a smartphone may not be enough to drive consumer interest."

Additional findings from InsightExpress in the Mojiva MAG:

  • Forty-three percent of consumers would feel comfortable spending $200 or less when booking travel on a mobile device
  • Sixty-one percent of respondents would consider booking specific types of travel components using their wireless device
  • Among them, mobile purchase consideration is highest for hotels (42 percent), followed by flights (31 percent), vacation packages (28 percent) and transportation/car rentals (27 percent).
  • More than four in 10 of those surveyed are the decision-makers in their household when it comes to traveling

The Mojiva MAG has emerged as a vital resource for advertisers and agencies looking to build or expand a mobile presence. With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets.

"InsightExpress continues to provide important research that gives insight into how mobile consumers are increasingly adopting new devices every month. This topical report from Mojiva and its network users reveals the relative behavior of consumers on mobile devices when it comes to travel, which advertisers can use to effectively structure their mobile ad spend," said Joy Liuzzo, Senior Director from InsightExpress.

About Mojiva's Mobile Audience Guide (MAG) with InsightExpress
The MAG is an index comprised of data from the Mojiva network audience. The data encompasses users in the United States. Data in the report is compiled by InsightExpress, unless otherwise specified, to ensure the cleanest possible information is provided to readers.

About Mojiva
Mojiva ( is a mobile ad network, which reaches more than 100 million users in the US and represents 3,000 mobile publishers and apps. Through deep and open integration with all major rich media providers and ad servers, Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices. Founded in May 2008 and based in New York City, Mojiva is led by a team of advertising and media veterans from Google, Doubleclick, Yahoo!, and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., which has a total of $35 million venture funding from Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital.

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