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Women Dig Mickey Mouse in Mobile

  |  September 5, 2012   |  Comments

Women comprised nearly 70 percent of visitors to Disney Parks & Travel mobile browser and app properties in July, said comScore.

Far more women like Mickey Mouse on their mobile phones than men. Indeed, according to new data from comScore, women accounted for nearly 70 percent of visitors to Disney Parks & Travel mobile browser and app properties in July.

But the beloved travel destination brand isn't alone when it comes to attracting more women in mobile than men. Travelocity, Southwest Airlines, Orbitz Worldwide and Wyndham Worldwide also grabbed predominately female audiences in their mobile apps and sites in July. Around 66 percent of Travelocity's mobile unique visitors were women, while they made up around 60 percent of mobile audiences visiting Southwest, Orbitz and Wyndham.

Meanwhile, far more men were driven to Hilton Hotels and Delta Airlines in mobile environments: 67 percent and 74 percent, respectively.

ComScore also found that 37 percent of the smartphone population or nearly 40 million people went to travel sites and apps using their smartphones in July. TripAdvisor Media Group dominated, attracting the largest mobile audience - 6.7 million visitors.

Research by Nielsen for local mobile ad network xAd and mobile call measurement firm Telmetrics released today showed that comparing prices and searching for specific flight, airline or hotel info are the most popular research activities among mobile travel users. The study said 45 percent of mobile travel users are aged 18-34 and 72 percent are Caucasian.

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ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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