Now that the mobile era has arrived and the dust has settled, expectations of mobile devices have risen higher than ever before. Consumers expect all the bells and whistles of the desktop shopping and buying experience to translate flawlessly to the small screen. And with travelers' enormous appetite for technology, travel companies must be relentless in their efforts to improve the online shopping, booking and in-destination experience.
Phocuswright's U.S. Traveler Technology Survey Sixth Edition provides travel companies and marketers with a comprehensive view of how the latest devices, mobile functionality and social networks are shaping the U.S. consumer leisure travel planning process. The research provides insight into multi-device travel planning and provides an in-depth look at how U.S. travelers use social platforms and mobile devices before, during and after their trips.
Research highlights include:
- Analysis of U.S. online travelers' ownership and adoption of mobile phones, smartphones and web-enabled devices, including PCs, tablets and more
- Detailed examinations of U.S. 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
Purchase Phocuswright's U.S. Traveler Technology Survey Sixth Edition to effectively navigate the rapid changes in traveler technology and behavior.
- Overview, Methodology and Research Highlights
- Research Highlights
- Mobile Overview
- Mobile Travel Planning
- Travel Shopping and Booking
- Other Travel-Related Mobile Activity
- Travel Reviews, Social Media and Messaging
- Travel Sharing and Reviews
- Social Networks and Mobile Messaging
Phocuswright fielded an online consumer survey November 13-21, 2015, through Lightspeed GMI. 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 active roles in planning their leisure trips in the past 12 months
Phocuswright received 1,904 qualified responses, and the respondent pool can be projected with confidence onto the U.S. online traveler population. The error interval for analysis is +/- 2.3% at a 95% confidence level. Respondents who qualify for the survey are referred to in this report as "online travelers."