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BizReport : Mobile Marketing : January 21, 2014

Consumers prefer tablets for leisure travel research

While tablet owners also have a smartphone to hand, most will turn to the bigger screen to plan and book travel requirements, according to new research from industry research firm PhoCusWright.

by Helen Leggatt

"There's a new mobile disruptor in town", states PhoCusWright, and it is the tablet. In the latest Traveler Technology Survey it is revealed that 44% of leisure travelers now own a tablet and a further 4 in 10 plan to purchase one this year.

That travel planning is mostly carried out on desktop PCs is true for the time being, as the number of U.S. travelers armed with tablets continues to grow that fact may soon be outdated. Seven in ten tablet users say researching vacations online is 'somewhat' or 'very' easy and, despite also having a smartphone, mobile travel planning is more likely to be conducted on a tablet.

"Tablets are having an impact on travel planning habits that goes far beyond simply adding one more device to the mix," said Marcello Gasdia, PhoCusWright's consumer research analyst. "Once a traveler purchases a tablet, we're seeing their mobile web usage nearly double, with the mobile web accounting for fifty percent of time spent online."

A recent survey by travel industry event Travel Technology Europe found that 83% of travel technology firms expect to spend more on new technology this year of which 72% of that increased spend will be on mobile technology.

"Interestingly, not only is the travel technology world gearing up for the year of mobile, it is planning the relevant investments to deliver what is expected to be a real step change," said Travel Technology Europe event manager, Sarina Patel.

Image via Shutterstock

Tags: leisure travel, mobile, survey, tablet, travel research

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