Findings from a new survey conducted for the American market by the location-based mobile ad platform company JiWire show the growing importance and influence of mobile devices when it comes to planning and booking travel. According to the survey, more than half of American consumers used a mobile device to book travel in the last 90 days; What’s more, 44% said they are willing to spend more than $500 when purchasing their travel via mobile.
The findings were based on a first-quarter survey of 1,300 randomly selected customers across the JiWire network of 315,000 public Wi-Fi locations. Almost a quarter (23%) made travel-related purchases on a smartphone, and 29% through a tablet in the last three months. The balance booked travel on a laptop.
The findings are roughly on par with an eMarketer study which was conducted at the end of 2012 showing that 28% (of m-commerce shoppers) had booked travel via smartphones and 34% on tablets.
When it comes to researching travel, almost half have done so on smartphones and tablets, versus 56% on laptops. Not surprisingly, leisure travellers are more influenced by promotions and discounts, while business travellers are more interested in receiving loyalty program benefits. Apps in general were favoured over mobile sites for booking travel.
Specifically, travel aggregators and branded airline apps were considered “important” by roughly a third of business and leisure travellers compared to only 10% of aggregator and airline sites. About two-thirds of consumers make reservations for their current trip while travelling, and 56% make reservations for future trips.