Mobile is fast turning to a normal aspect of UK travelers’ research procedure. This was revealed by a March 2014 polling carried out for Expedia Media Solutions by comScore. According to the report, almost half of the people using tablet or smartphone in UK and who surf the internet with their mobile devices have engaged their smart devices in booking travel within the past six months, including using these mobile devices to plan their trip as well.
Notwithstanding, booking via mobile is not that common since travelers who responded to the poll indicated using a PC or laptop to carry out traveling activities online most times. There are not so many people who indicated having used mobile to conduct travel researches and activities.
Perhaps, the obstacles involved in making travel booking via mobile is the reason for less number of people using mobile devices to book hotel reservations, flights, and other travel activities. Added to this obstacle is security concerns indicated by 18 percent of tablet users and 26 percent of smartphone users. Another major problem outlined by mobile device users (47 percent of mobile devices users) is screen size.
Although people may not be popularly using smartphones in booking trips, these mobile devices have continued to prove very useful while embarking on a trip. BDRC Continental published a report/data in March 2014 that showed increase in smartphone usage while on a trip, particularly between 2012 and 2014; but for the youngest age bracket users, the data has not changed.
The study also showed that 25 to 34 age bracket smartphone users will likely engage smartphones this year while embarking on a trip. In overall, the use of mobile devices, especially smartphones while traveling has become a popular trend, with the exception of the older adults – people between the ages of 55 and 64.
Expedia found out through its study that the most common activities that people use their mobile devices to carry out while traveling include checking weather and news. In fact, the usage has increased in the past few months. Other popular activities that people use their mobile devices to carry out include using a location service and checking-in on social platforms such as Twitter, Facebook, and Google+
Obviously, mobile activities are getting on the increase by the minute. And, more and more apps and other features are being built and integrated into mobile devices to further enhance users’ experience.