A new PhoCusWright European and Global Edition study revealed tablets are appealing to a much older crowd instead of their younger Millennial counterparts. According to PhoCusWright's European Traveler Technology Survey 2014, tablet ownership peaks among 35 to 44-year-old online travel planners in France (54 percent) and the U.K. (55 percent) – and among 45 to 54 year olds in Germany (45 percent).
There are a few likely drivers of the overall trend, reports Tnooz. For one, tablets are not cheap. Millennials tend to have more trouble dishing out the cash for these devices – especially after splurging on laptops and smartphone purchases, which typically happen first. Additionally, tablets offer older, less tech-savvy consumers a more familiar online experience – replicating PC functionality with larger screens, multi-window web-browsing and even keyboard attachments.
"It's important to keep track of who's using what during all of this multi-device pandemonium,” said Marcello Gasdia, PhoCusWright senior analyst, consumer research. “Device adoption patterns have a huge impact on online holiday shopping behavior. We're seeing tablet adoption soar among older consumers in Europe, and now the devices are huge shopping channels for the age group as well. Thirty-five to 55-year-olds are now more likely to use tablets to shop for holidays than tech-savvy millennials."
Despite growing reliance on mobile, the PC still dominates the online travel search-shop-buy process across all age groups. More than 70 percent of European online travel planners rely on the PC to research destinations, shop for travel products and book.