Mobile adoption is over. Smartphone ownership among leisure travelers in Europe's largest travel markets is closing in on 90%, while tablet users continue to multiply. But while adoption might be in its final stages, technology giants continue to press forward with mobile. Operating systems are becoming more powerful, and wearables are finally looking like something consumers might want to try.
Phocuswright's European Traveler Technology Survey 2015 provides travel companies and marketers with a comprehensive view of how the latest devices, mobile functionality and social networks are shaping the European consumer leisure travel planning process. The research provides insight into multi-device travel planning and provides an in-depth look at how European travelers use social platforms and mobile devices before, during and after their trips.
Research highlights include:
- Analysis of European online travelers' ownership and adoption of mobile phones, smartphones and web-enabled devices, including PCs, tablets and more
- Detailed examinations of European 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 European Traveler Technology Survey 2015 to effectively navigate the rapid changes in traveler technology and behavior.
- Research Highlights
- Technology Adoption and General Mobile Behavior
- Technology Adoption
- General Mobile Usage
- Travel-Related Mobile Activity
- Travel Products
- Apps and Mobile Web
- Travel Websites and Apps
- Sharing and Social Media
- Travel-Related Social Network Activity
Phocuswright fielded an online consumer survey through Global Market Insite, Inc. The survey targeted French, German and U.K. consumers who travel for leisure and plan travel online. To qualify for participation in the study, respondents were required to:
- Have taken at least one leisure trip at least 100 kilometers from home in the past 12 months that included paid lodging, air and/or rail 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 a total of 4,120 (France N=1,328, Germany N=1,405, U.K. N=1,387) qualified responses, and the respondent pool can be projected with confidence onto the French, German and U.K. online traveler population. The error interval for this analysis is +/-2.7 for France, Germany and the U.K. Respondents who qualified for the survey are referred to in this report as "European travelers."