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BizReport : Mobile Marketing : August 15, 2013

Holidaymakers don't take a break from Twitter

Taking a mobile device on vacation is about as important as taking local currency and sun tan lotion. New research reveals how holidaymakers feel the need to keep in contact and send progress reports while they take a break.

by Helen Leggatt

Vacations are no longer entirely about getting away from it all. More and more people take along their mobile device and keep in touch with friends or catch up on the news back home, instead of cutting themselves off completely.

One of the reasons I picked a particular resort in Samoa for my holiday last year was that it had no mobile reception and the only way to get 'connected' was via an ancient computer in the resort main office running on a similarly ancient dial up Internet connection (I tried to upload a photograph to Facebook and it took over an hour).

However, most other Brits can't bear to be disconnected, whether on the beach or in the mountains. In fact, research last month by found that 27% would not consider booking a hotel that had no free Wi-Fi.

New research, this time from Twitter Ads UK, carried out by GlobalWebIndex, reveals that 59% of Brits on holiday check Twitter at least once each day. A fifth use it to check flight information, 25% use it to find local restaurants or tourist attractions, and 64% use it to keep in touch with friends back home. Half use Twitter to keep people informed of how their holiday is going, while 45% Tweet pics.

Twitter UK's infographic can be viewed online.

Image via Shutterstock

Tags: holiday trends, mobile trends, research, travel industry, UK

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