Tablet adoption is skyrocketing among U.S. leisure travelers

According to a new PhoCusWright Innovation Edition report, 44 percent of travelers now own a tablet and an additional four in 10 plan to purchase one by the end of 2014, triggering  dramatic changes in online and travel shopping behavior.

One in five of all travel bookings made online in Europe within a year will be made via a mobile device, with the UK leading the way as the the most device-happy country, report Tnooz.

With smartphone penetration at 75 percent, the tablet's rapid rise means a growing share of travelers is splitting online travel planning across multiple web-enabled devices. In 2013, one third of U.S. online travelers owned a smartphone, laptop and tablet, up from less than a quarter in 2012.

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Desktop/laptop computers still get the highest rankings for ease-of-use but seven in 10 tablet owners rate planning a vacation online via tablet as somewhat or very easy. Most tablet owners also have a smartphone close at hand, they are more likely to rely on their tablet for destination selection, shopping and booking.

"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. As the tablet-toting contingent of U.S. travelers continues to grow, the assumption that online travel planning usually means interacting via the desktop web may no longer hold true."

 

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