Majority of U.S. Smartphone Owners Access Travel Data on Mobile

More than half of all smartphone owners in the US access travel data on their device and nearly one in every five uses their device to book air travel or hotel reservations, according to a new report from comScore.

Over the three-month period ending in February 2012, the firm found that 51 per cent of smartphone users accessed travel-related content on their device and 80 per cent of that group checked both air and hotel itineraries. Checking airfare prices was the most popular air travel-related activity, in which 26 per cent of all smartphone users engaged. And 25 per cent of those surveyed, looked up airline phone numbers, flight schedules and flight statuses, according to comScore.

“The on-the-go convenience of smartphones has facilitated their emergence as an essential companion for travelers,” says Mark Donovan, comScore SVP of mobile. “We all know how hectic a travel experience can be, but smartphones have really stepped in to meet a variety of needs for travelers, such as coordination of schedules, locations, trip itineraries and transactions. With more than half of all smartphone users now engaging with travel content, there has never been a better opportunity for suppliers and OTAs to invest in their mobile strategies to provide a great experience and win loyalty from their customers.”