Research and analysis from Adara has uncovered some interesting (and perhaps surprising) digital trends surrounding the average business traveller.
The study of 1,200 travellers in the US and UK, underscored by analysing "billions" of transactions flowing through the Adara network during the past six months, found three in four of those travelling for business (at least two flights for work over the last half a year) do more than half of their shopping online and a three-and-a-half more times likely to have spent $1,000 on the web than others.
This frantically busy group of travellers also, inevitably, have a tendency to buty big ticket items such as consumer electronics, personal insurance and electric or hybrid vehicles.
Adara says the research also illustrates the on-the-road behaviour of business travellers, with more than 80% using a smartphone or tablet to complete their purchases and the actual time spent online via a mobile some 40% higher than the general population.
The results also show that brand advertisers should perhaps be thinking more about how they target business travellers through digital (especially mobile) advertising.
For example, business travellers are four times more likely to use a mobile device for online banking than their leisure traveller counterparts.
Remarkably, 30% plan to switch their home insurance in the near future, compared to just 1% of non-business travellers.
They are a tech-savvy (and wealthy) lot, too, with electronic goods considered a leading purchase and 62% spending money on tech products (35% for leisure travellers).
Almost seven out of ten own a tablet device and 35% have a so-called Smart TV at home, compared to 28% and 10% respectively for non-business travellers.
Media president at Adara, Elizabeth Harz, argues:
"They [business travellers] are twice as likely to earn salaries over $100,000 and use online media significantly more to make purchase decisions, compared to the average consumer.
"Having a clear understanding of how and when to engage business travelers with online content can yield significant impact for marketers."
NB:Business traveller beach image via Shutterstock.