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BizReport : Mobile Marketing : November 24, 2014


Travel study reveals extent of travelers' frustration with poorly performing apps, websites

A new survey from mobile and cloud test firm SOASTA reveals not only the extent to which Americans rely on website and apps for holiday travel but just how frustrating app failure can be.

by Helen Leggatt

Forty-one percent of Americans are planning holiday travel this year and most will be heading online (34%) or using a mobile app (23%) in their research, planning and booking. SOASTA's survey of 2,022 Americans reveals just how important it is for those websites and apps to be in good working order. More than half (57%) said that it would be more frustrating to have an app fail or a website perform badly than it would be dealing with the Transport Security Administration (TSA) - and that's saying something!

In fact, nearly one-third of those surveyed (31%) say they worry that they will experience technical problems when booking travel via a website or app. Those concerns include crashing (17%), unresponsiveness (18%), slow loading (18%) and bad interface (10%).

"Planning ahead is critical for holiday travel - and that same preparation is essential for companies providing online services during the peak holiday season," said Tom Lounibos, CEO of SOASTA. "Our research affirms that Americans expect their travel apps to respond quickly and consistently under any circumstances."

As well as planning and booking travel using apps and websites, Americans are also using them to upgrade flights with nearly half (45%) motivated to do so for reasons such as:

- Unwinding after a stressful holiday (21%)
- Avoiding being seated near boisterous or noisy children (17%); and
- To cheer themselves up before meeting relatives (10%).






Image via Shutterstock

Tags: mobile apps, research, travel, website experience








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