Today's travelers have the ability to connect at a moment's notice, with many juggling multiple gadgets whether at home, at work or on the go. Expectations are continuing to rise as travelers demand their mobile experiences mirror the speed, usability and breadth of the mobile web. And as they shift seamlessly between a growing array of devices, travelers are increasingly expecting travel companies to enrich online travel planning with personalized and relevant offers.
Phocuswright's Traveler Technology Survey 2013 provides travel companies and marketers with a comprehensive view of how the latest devices, mobile functionality and social networks are shaping the consumer leisure travel planning process. The research provides rich insight into multi-device travel planning and provides an in-depth look at how travelers use social platforms and mobile devices before, during and after their trips.
Research highlights include:
Purchase Phocuswright's Traveler Technology Survey 2013 to effectively navigate the rapid changes in traveler technology and behavior.
- Analysis of online travelers' ownership and adoption of mobile phones, smartphones and web-enabled devices, including PCs, tablets and more
- Detailed examination of travelers' mobile Internet usage, highlighting travel-related mobile activities such as pre-trip research and shopping, mobile bookings and a range of in-travel mobile activities (navigation/mapping, flight check-in and social network trip updates)
- Discussion of social network participation among online travelers, including what networks they use, how often they connect and travel-related activity
- Overview, Methodology and Research Highlights
- Research Highlights
- “Post-PC” era reaches adolescence
- Multi-device goes mainstream
- Wearable tech: Too close for comfort?
- NFC: Not for Commerce?
- No one is ditching the desktop web
- Mobile devices widely used to research destinations and shop
- Tablet activity mirrors desktop web
- No Signs of Facebook Fatigue
- Travelers Pinterested?
- Travelers engaging with sponsored social content
- Devices and General Mobile Web Activity
- Mobile Travel Planning
- Social Networks
Phocuswright fielded an online consumer survey October 11–18, 2013 through Global Market Insite, Inc. The survey targeted the general U.S. population that travels for leisure and plans travel online. To qualify for participation in the study, respondents were required to:
Have taken at least one leisure trip at least 75 miles from home in the past 12 months that included paid lodging and/or air travel
Have used the Internet to select a destination, compare and choose leisure travel products, book travel, or share travel experiences in the past 12 months
Have played an active role in planning their leisure trips in the past 12 months
Phocuswright received 2,203 qualified responses, and the respondent pool can be projected with confidence onto the U.S. online traveler population. The error interval for analysis is +/-1.7% at a 95% confidence level. Respondents who qualified for the survey are referred to in this report as "online travelers."