Travelers a Good 'Moving Target' for Mobile Advertisers? Expedia/comScore Think So
As a segment of mobile consumers, travelers are increasingly comfortable and savvy at planning, researching and booking trips on the go, according to Expedia Media Solutions (the ad sales division of Expedia, Inc.). The takeaway for marketers is that travelers are likely more open to mobile ads, and less reticent about mobile privacy—hence a good "moving target." A study commissioned by Expedia and conducted by comScore examined consumer behavior on mobile devices, with particular focus on the travel demographic.