According a recent ComScore release, 51 percent of smartphone owners in USA access travel content on their devices .
During the three month period ending in February 2012, 51 percent of the smartphone audience accessed air and/or hotel content on their device, with 4 in every 5 mobile travelers accessing both air and hotel content. The most popular air travel-related mobile activity was checking airfare prices, in which 26 percent of all smartphone users engaged. Smartphone users were nearly as likely to look up an airline phone number, flight schedules, and check a flight’s status, each of which was conducted by 25 percent of the audience.
While many of the most popular behaviors were consumers seeking information, they also engaged in transactional behavior. 21 percent of smartphone consumers checked in for a flight on their device, while 18 percent booked a flight on their smartphone and 10 percent cancelled a flight.
| Top Mobile Air Activities while Planning a Trip or Traveling During Previous Three Months February 2012 Total U.S. Smartphone Subscribers Ages 18+ Source: Custom Mobile Travel Advisor Survey |
|
| % of Smartphone Owners | |
| Checked airfare prices | 26% |
| Looked up a phone number (i.e. airline) | 25% |
| Looked at flight schedules | 25% |
| Checked a flight status (arrival/delays) | 25% |
| Looked up airport information | 24% |
| Checked in for a flight | 21% |
| Received price alerts for flights | 19% |
| Booked a flight | 18% |
| Received SMS alerts for a flight status | 17% |
| Tracked the status of a checked bag | 13% |
| Cancelled a flight | 10% |
Among hotel-related mobile activities, looking up hotel address/directions was the most popular (conducted by 29 percent of smartphone owners), followed by researching attractions or things to do near hotel (23 percent). Reading hotel reviews and comparing hotel prices and availability were performed by more than 1 in 5 smartphone owners in the past three months, while 18 percent used their device to book a hotel room.
Compared to the average smartphone owner the mobile traveler was more likely to be younger and male, a fairly typical profile for early technology adopters. 62 percent of smartphone owners that accessed travel information were male, compared to 52 percent of the entire smartphone audience, while 78 percent of smartphone travelers were between the ages of 18-44, compared to 63 percent of the total smartphone audience. Mobile travelers tended to have similar income levels compared to the average smartphone owner with approximately half of each audiences residing in households earning at least $75,000 annually.
| Demographic Profile of Smartphone Travel User February 2012 Total U.S. Smartphone Subscribers Ages 18+ Source: Custom Mobile Travel Advisor Survey |
||
| % of Mobile Travel Smartphone Audience | % of Total Smartphone Audience | |
| Gender: | ||
| Male | 62% | 52% |
| Female | 38% | 48% |
| Age: | ||
| 18-24 | 21% | 17% |
| 25-34 | 33% | 25% |
| 35-44 | 24% | 21% |
| 45-54 | 11% | 16% |
| 55-64 | 8% | 9% |
| 65+ | 4% | 6% |
| Household Income: | ||
| <$25k | 7% | 11% |
| $25k to <$50k | 23% | 20% |
| $50k to <$75k | 22% | 19% |
| $75k to <$100k | 23% | 16% |
| $100k+ | 26% | 34% |
