Traveler Technology Survey 2012

Traveler Technology Survey 2012 Published December 2012 Analysts: Marcello Gasdia, Carroll Rheem


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The multi-screen, multi-platform pandemonium of today's online world can make travel strategists long for the simplicity of a single interface. Consumer attention is now spread across a growing array of devices, making travelers more elusive than ever before and adding new complexity to how they search, shop, buy and share travel experiences online.

NOTE: This pre-release item is expected to publish December 20.

Phocuswright's Traveler Technology Survey 2012 provides travel companies and marketers with a comprehensive view of how the latest devices, mobile functionality and social networks are shaping the consumer travel planning process. The research provides information and insight into how consumers' attitudes toward (and usage of) these devices and platforms impact their travel experiences – 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, 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, analyzed by network (e.g., Facebook, Twitter) and frequency of use
  • Overview of general and travel-related social network activities

Purchase Phocuswright's Traveler Technology Survey 2012 to effectively navigate the rapid changes in traveler technology and behavior.

NOTE: This pre-release item is expected to publish December 20.

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Overview, Methodology and Research Highlights

Devices and General Mobile Web Usage
Quick Stats
General Mobile Web Usage

Travel-Related Mobile Web Usage
Quick Stats
Mobile Channel (Apps vs. Websites)
Mobile Research, Booking and Post-Purchase Activity
Mobile Activity by Product Segment

Social Networks
Quick Stats
General and Travel-Related Social Network Activity


Ownership of Web-Enabled Devices

Current and Future Tablet Ownership

Smartphone Ownership

Smartphone Ownership, by Age

Smartphone Ownership, by Operating System

Smartphone Purchase, by Operating System

Device Overlap

Internet Usage via Mobile Phone

Settings for Accessing Mobile Internet

Online Activities Conducted via Mobile Phone and Tablet

Comfort with General Mobile Activity

Travel-Related Website/App Usage on Mobile Phone

Factors Influencing Mobile Application Usage

Travel-Related Website/App Used on Mobile Phones

Travel Research via Mobile Phone, by Medium

Purchasing/Booking via Mobile Phone, by Medium

Post-Purcahse Activities via Mobile Phone, by Medium

Mobile Activity, by Product Segment

Timing of Mobile Travel Activities: Hotel

Timing of Mobile Travel Activities: Airline Tickets

Timing of Mobile Travel Activities: Local Activities

Mobile Planning/Booking

Frustrations with Mobile Web

Interest in Future Mobile Internet Capabilities

Participation in Popular Online Social Networks

Log-On Frequency for Social Networks

Social Media Activities: General and Travel-Related

Websites to Read Traveler-Submitted Ratings/Reviews

Travel-Related Social Media Activities, by Importance of Travel to Consumer

Channels Used for Travel Sharing

Age and Gender

Household Incomes and Education

Household Size and Number of Children in Household

Phocuswright fielded an online consumer survey Sept. 5–10, 2011 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 2,029 qualified responses, and the respondent pool can be projected with confidence onto the U.S. online traveler population. The error interval for analysis is +/-2.2% at a 95% confidence level. Respondents who qualified for the survey are referred to in this report as "online travelers."

US $995 
CA $1,326 • £822 • €896
FREE for Open Access Subscribers
Add to Cart