Waiting Longer: How Smartphones and Connectivity Continue to Impact Travel’s Digital Funnel

When it comes to business planning and go-to-market strategies today, it’s not uncommon to hear the phrase “mobile first” and with good reason: In the U.S., smartphone ownership has grown from 51% in 2013 to 85% in 2018.

All this is to say that worldwide smartphone penetration has soared, and with so many people using and becoming increasingly reliant on “the computers in their pockets,” companies ⁠— particularly those in the travel industry ⁠— must lead with mobile-first strategies. Smartphone penetration and greater mobile connectivity have also created another growing trend of which travel marketers need to be mindful: last-minute decision-making. This analysis explores the cause and effect of smartphone-created last-minute decision-making that continues to impact travel’s entire digital funnel.