Traveler Technology Survey 2014

Summary

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:

• 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