Brands must pay attention to consumers' research and buying behaviors, which now lean heavily on search results and mobile accessibility.

Marketers understand the importance of optimizing their online content for search, but they also need to consider mobile if they want to be successful in the future. A recent JiWire study on consumers’ travel search and purchase preferences reveals that internet users are still hitting the ‘Buy’ button on their desktops most often, but mobile platforms are rapidly closing the gap.

Currently, 56 percent of people research products and services before buying on their laptops, while 48 percent use smartphones and 49 percent turn to tablets when checking travel accommodation pricing and availability.

“Increasing use of smartphones and tablets is influencing travel research and purchases, revealing significant cross-device behaviors,” said JiWire President David Staas. “Understanding these trends will be important for advertisers and content developers to effectively engage their audience going forward.”

Brafton previously reported that brands must accommodate internet users’ increasing tendencies to browse and buy on the go. An AYTM Market Research report discovered that 90 percent of people plan upcoming business trips using web content, and find answers to their questions through search results.

These findings suggest that brands must continue to optimize their content for search, and keep up to date on Google’s ranking signals to become more visible online to their new and existing customers.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.