U.S. travelers are using more devices than ever before, increasing their use of smartphones, computers, and tablets for researching travel options and purchasing air travel and hotel rooms. In fact, a significant majority of consumers – 63% – say that they regularly use more than one device for planning and booking trips, according to a new consumer survey conducted by Signal, a global leader in real-time, people-based marketing.
Key findings include:
- Planning travel with multiple digital devices is the fastest-growing trend.
In contrast to last year, trip planning vs. booking saw higher increases in multi-device usage, with more consumers frequently relying on smartphones, computers, and tablets for travel information.
Smartphone use experienced the highest increase among all devices, with 51% of travelers using their mobile phones more often than last year for planning, and 41% reporting increased use for booking.
Travelers are also using computers more often for planning (40%), and for booking (35%), and relying on tablets for planning (30%) and booking (24%) more frequently.
- Mobile-loving Millennials are driving a mobile-first future.
While most travelers say the computer is still their preferred device for planning (56%) and booking (58%), Millennials (ages 18-34) are propelling the smartphone revolution. They are 5 times more likely than Baby Boomers (age 56 and older) to research and book air travel and hotel rooms on their smartphones.
They’re also more likely to engage across devices: 73% of Millennials use multiple devices when planning and booking, versus 30% of Baby Boomers.
- Cross-device behavior doesn’t stop once tickets and rooms are booked.
Travelers aren’t just engaging across devices before their trip occurs – they’re staying connected after they leave home. Half of consumers use 2 devices when traveling, while a notable number (25%) are device enthusiasts, using 3 or more while traveling.