Industry Fundamentals

Survey shows how smart phones are used in the U.S.

30 Aug, 2010 Hotel and Motel Management
 


Orlando, Fla.--Three out of ten cell phones in use in the
United States are now smart phones with Internet connectivity, leading to
one of the most intriguing questions facing travel service marketers today:
how are travelers using these devices to plan, purchase and share
information about both destinations and travel service suppliers? The
results of the new Ypartnership / Harrison Group 2010 Portrait of American
Travelers survey provide some insightful answers.

Nearly two in ten (19 percent) travelers have downloaded a travel-related
application (app) to their smart phone. Among them, nearly one-half have
navigated a destination using the built-in GPS functionality (47 percent) or
searched for the latest information on flight schedules and delays (46 percent).
Nearly three in ten have compared airfares or hotel rates (29 percent) or shared
information or photos about their travel experiences (28 percent) using their smart
phone. Approximately one in six has booked air travel or lodging (18 percent) or
viewed a virtual visitor guide that provides information on things to do and
see while visiting a destination (15 percent). Finally, more than one in ten (11 percent)
has used their smart phone to download and redeem mobile coupons, while one
in twenty (6 percent) has downloaded an audio walking tour of a specific
destination.

"Clearly, mobile devices are destined to play an increasingly important role
in the distribution and sale of travel services in years ahead," said Peter
C. Yesawich, chairman and CEO of Ypartnership. "Both shopping and more
real-time engagement in the discovery of what a destination has to offer are
likely to rival talking and texting in the years ahead."

The Portrait of American Travelers is national survey of 2,524 U.S.
households that was conducted in February 2010. The results provide an
in-depth examination of the impact of the current economic environment,
social values and media habits on the travel habits of Americans with an
annual household income of $50,000 or more. For a more comprehensive summary
of these and other findings, please visit the Publications section of
http://www.ypartnership.com.
 



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