Google has released some research on what makes consumers download travel apps, what they're using them for and why they stop using them.
The search giant quizzed US consumers on what they use travel apps for:
- 44% say looking for offers
- 35% say things to do before visiting
- 32% say things to do while travelling
The study also at how people decide whether to download an app with more than a third saying to make a task easier followed by a recommendation from friends and access to offers.
While more than 80% have never paid for a travel app, content and reviews are the factors which drive them to investing in an app.
According to the research, 44% say they paid for an app because it had the content they wanted, 40% because it had good reviews and 39% because it offered functionality otherwise not available.
Frequency of use is interesting with more than half of the travel apps installed used at least every week.
The study also looks at preferences for apps versus mobile web with mobile sites coming out top. A preference for apps was expressed for accessing loyalty schemes, using a digital ticket or boarding pass, checking-in for a flight and booking a flight.
And, finally what makes travellers stop using an app?
The top reason was because of memory taken up at 30% followed by no longer having a need for the app, 29%.
Participants in the study were also asked why they no longer needed the app:
- 48% said they were using it for a one-off trip
- 42% said other apps covered what they needed
- 28% said they were no longer a customer of that company
There were also some app-related reasons for travellers to stop using an app, the top three were:
- needing to free up memory at 27%
- not easy to use or navigate at 20%
- containing too many ads at 19%
The Google research was carried out in October and
the full study can be downloaded here.