Once upon a time, you had to bring travel guides, maps and paper tickets on every trip. Today, you can just take your smartphone and get access to all of this information without having to lug a couple of books and magazines around with you. Today, according to a new study by analytics firm Compete, 38% of smartphone users conduct travel research on their devices and 28% use their phones to book at least some of their trips and travel activities.
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Compete found that the most popular travel-related activity for smartphone owners is finding more information about a destination while they are already traveling (34%). Close to a third of smartphone owners who responded to Compete's survey also use their phones to check up on the status of their lodging and transportation reservations. For most smartphone owners, this probably means checking up on the status of their flights. A quarter of smartphone owners also use their phones to research lodging, destination and transportation options. Marketers will be happy to hear that 22% of users look for a specific transportation company's or hotel's website and 21% use their devices to do research on a specific travel agency's site.
Interestingly, though, while about a third of smartphone owners use their devices for travel-related activities, only one-fifth of all smartphone owners have installed travel apps on their devices yet. Those who haven't installed travel apps yet are looking for comprehensive services that can notify their users of unplanned schedule changes (52%), notify users of rate changes (48%) and consolidate all travel reservations into one itinerary. While there are already numerous apps like WorldMate and TripIt that solve these problems, there is clearly an opportunity for these companies to market their apps to a wider audience that isn't aware of them yet.
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