Another good and not particularly self-serving piece of research from London-based digital agency Total Media - this time looking at mobile and travel.
The last study looked at how social media was influencing travel search and booking behaviour, but this time a survey of nearly 1,400 people was carried out to understand how smartphone devices were being used during the planning stages, pre-travel and during a trip.
Lots of data, and some of it indicating alarmingly low usage still, but worth a thorough look:
Pre-booking elements...
1. Search for holiday ideas using your mobile internet service?
- Male - 10.3%
- Female - 5.5%
2. Search for travel prices using your mobile internet service?
3. Search for travel information using your mobile internet service?4. Book travel using your mobile internet service?5. Check in to a flight using an airline's mobile internet website?- Male - 10.3%
- Female - 4.8%
6. Download an app to use on a trip?7. Signed up to text alerts from supplier website?8. Text friends to ask their opinion?- Male - 28.4%
- Female - 23.2%
9. Phone friends to ask their opinion?- Male - 33.6%
- Female - 32.8%
So, what about during an actual trip itself...
1. Search for places to go?
2. Search for consumer reviews on places to go?3. Search for local events?4. Book additional travel?5. Check in to a flight?6. Checked flight times via airline website?- Male - 10.5%
- Female - 3.5%
7. Used maps?8. Checked sports scores?9. Checked news stories?10. Checked work emails?11. Check personal emails?12. Taken a photo?13. Uploaded a photo online?14. Taken a video?15. Used an app for destination information?16. Used an app for translation services?17. Phoned home?18. Sent an SMS home?19. Updated a social network profile?
As mentioned previously, some of these figures are extremely low - but mobile advocates around the industry would probably argue that the opportunity is already being illustrated, so to ignore it even at this early stage and with low take-up is dangerous.
Interestingly, when it comes to what types of features consumers would like to have in the future, destination information apps and sites and in-resort activity booking facilities were among some of the preferred uses.