How consumers use smartphones for travel and other services

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?

• Male - 8.8%
• Female - 4.8%

3. Search for travel information using your mobile internet service?

• Male - 9.3%
• Female - 4.5%

4. Book travel using your mobile internet service?

• Male - 6.8%
• Female - 5.5%

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?

• Male - 9.6%
• Female - 4.8%

7. Signed up to text alerts from supplier website?

• Male - 8.8%
• Female - 5.4%

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?

• Male - 10.5%
• Female - 4%

2. Search for consumer reviews on places to go?

• Male - 8.5%
• Female - 3.5%

3. Search for local events?

• Male - 7.5%
• Female - 3%

4. Book additional travel?

• Male - 8.5%
• Female - 2%

5. Check in to a flight?

• Male - 9.5%
• Female - 3%

6. Checked flight times via airline website?

• Male - 10.5%
• Female - 3.5%

7. Used maps?

• Male - 12%
• Female - 6%

8. Checked sports scores?

• Male - 19%
• Female - 6%

9. Checked news stories?

• Male - 14%
• Female - 6%

10. Checked work emails?

• Male - 11%
• Female - 4%

11. Check personal emails?

• Male - 19%
• Female - 11%

12. Taken a photo?

• Male - 48%
• Female - 56%

13. Uploaded a photo online?

• Male - 15%
• Female - 13.5%

14. Taken a video?

• Male - 23%
• Female - 23.5%

15. Used an app for destination information?

• Male - 10%
• Female - 3%

16. Used an app for translation services?

• Male - 6%
• Female - 3%

17. Phoned home?

• Male - 49%
• Female - 56%

18. Sent an SMS home?

• Male - 45%
• Female - 59%

19. Updated a social network profile?

• Male - 9.5%
• Female - 6%

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.