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Traveler Technology Survey 2013
Analysts: Marcello Gasdia
Report | Published: January 2014

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  • Summary
  • Contents
  • Methodology

Publication Summary

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:

  • 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
Purchase Phocuswright's Traveler Technology Survey 2013 to effectively navigate the rapid changes in traveler technology and behavior.

Table of Contents

Section 1 – Overview, Methodology, and Research Highlights
Research Highlights

Section 2 – Devices and General Mobile Web Activity
Quick Stats

Section 3 – Mobile Travel Planning
Quick Stats

Section 4 – Social Networks
Quick Stats

Section 5 – Demographics


Ownership of Web-Enabled Devices

Current and Future Tablet Ownership

Smartphone Adoption

Smartphone Adoption, by Age

Smartphone Adoption, by Operating System

Smartphone Purchase Intent, by Operating System

Tablet Ownership, by Model

Current and Future Wearable Device Ownership

Device Overlap - Laptop, Smartphone and Tablet

Multi-Device Ownership, by Age

Mobile Web Usage

Time Spent Online, by Device

General Mobile Web Activity,by Device

Comfort with General Mobile Smartphone Activities

Mobile Device Usage During Trip Planning Life Cycle, by Age

Devices Used During Trip Planning Life Cycle, All U.S. Travelers

Devices Used During Trip Planning Life Cycle, Smartphone Owners

Devices Used During Trip Planning Life Cycle, Tablet Owners

Ease of Online Travel Planning, by Device

Frustrations with Mobile Web Use Via Smartphone

Mobile Shopping and Booking by Traveler Segment

Location-Based and Post-Purchase Mobile Activities, by Device

Mobile Travel Planning, Apps vs. Mobile Websites

Behavior Regarding Travel Apps

Travel Websites/Apps Used During Mobile Travel Planning

General Social Media Engagement

Log-On Frequency for Social Networks

Participation in Popular Online Social Networks

Participation in Popular Online Social Networks, by Age

Channels Used for Travel Sharing

Devices Used to Access and Update Social Networks with Trip-Related Posts (All Smartphone Owners)

Travel-Related Social Media Activities

Traveler Engagement with Paid Advertising, by Trip Frequency

Websites Used to Read Travel Reviews

Age and Gender

Household Income and Education

Household Size and Number of Children in Household


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."