Not strictly speaking travel technology but Internet Advertising Bureau figures are pertinent to the industry as they show amount of time spent online and what people are doing.
The IAB and online measurement standards body UKOM say two hours and 51 minutes is the "definitive" time people actively spend online.
Anyone out there thinking they don't need a mobile strategy might want to note that 56% of that online time is via mobile and tablets.
To break that down further, the research shows 45% of time is spent on PCs and laptops, 40% on smartphones and 15% on tablets.
IAB says it boils down to one-in-six waking minutes that marketers and advertisers have to reach their audiences. A tough call considering the information overload most people are dealing with, not to mention short attention spans.
When it comes to share of online time, social media emerges top accounting for 16.7% of all UK online time followed by entertainment at 12.4%. Interesting to note that two years ago entertainment was just over 22% while social was 12%.
Games come third followed by instant messaging which has got to be one to watch as airlines and other companies dabble with retailing via services such as WeChat.
Online behaviour by device shows marked differences with more than double the time spent on social media via mobile/tablet as by desktop computer.
Instant messaging, as you would expect, is skewed towards mobile taking up 6.7% of mobile internet time but only 0.8% of desktop time.
So, where do you put your marketing spend especially with travel and travel content shared across many of the highlighted segments - social media, entertainment, instant messaging, lifestyle etc.?
UKOM says the best strategies are those that take into account not only difference in online behaviour by device but also the mindset of consumers.
The IAB-UKOM online behaviour data was gathered during the first six months of 2015 and measuring a panel of 73,000 people as well as applications and websites.
Further reading:
Messaging services are killing SMS but what comes next?
Travelers love social media - and here's what travel brands must do to keep up
Commuter effect takes hold in travel as iPhone browsing overtakes iPad
This Air France ad is the top travel brand video of 2015, so far, says Google
NB: Watches image via Shutterstock.