Rehearsal is over. Mobile travel is now ready for prime usage. Travelers have learned the difference between a top-notch mobile experience and a lackluster one. Travel companies have been through numerous iterations of mobile websites and apps, gaining experience and mobile smarts along the way. With mobile adoption now reaching critical mass, mobile channel performance increasingly will sway online market share.
Phocuswright's Traveler Technology Survey 2014 helps travel companies navigate the still-rapid changes taking place in consumer adoption of both mobile devices and social media. This report provides a comprehensive view of mobile device ownership and purchase intent and tracks general trends in mobile web activity. The research provides rich insight into multi-device travel planning behavior across destination selection, shopping and booking 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 2014 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
- 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
- Mobile adoption hits new milestones
- Apple trumps Android
- Ready to wear?
- Travelers warm to mobile commerce
- The majority plans trips on mobile
- Smartphones get higher markers for usability
- Roaming groans … and grumbles
- Smartphone owners get app happy
- For last-minute mobile hotel bookings, age matters
- Facebook, Twitter, Instagram still growing
- Sharing most popular travel-related mobile activity
- Devices and General Mobile Web Activity
- Mobile Travel Planning
- Quick Stats
- Mobile Activity, by Travel Product
- Last Minute Hotel Booking
- Other Travel-Related Mobile Activity
- Mobile Websites and Apps
- Social Networks
Phocuswright fielded an online consumer survey October 17-24, 2014 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; and
- 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 qualify for the survey are referred to in this report as "online travelers."