Wednesday February 19th, 2014 - 10:08AM
SAN FRANCISCO—Hotwire.com has revealed the results of its third annual American Travel Behavior Survey, which was conducted online in October 2013 on behalf of Hotwire by Harris Interactive. Over 2,000 U.S. adults ages 18 and older participated.
The survey found that 18% of American adults who have ever booked travel have done so using a mobile device. Additionally, the results revealed younger adults are significantly more likely to book travel on mobile devices: 37% of adults ages 18-34 and 25% of adults ages 35-44. A further breakdown shows that 12% have booked travel on a smartphone, with 10% having utilized a web browser and 7% using an app; and 10% have booked on a tablet, with 8% having utilized a web browser and 3% have used an app.
“Mobile purchasing has become an increasingly large trend in travel, given that more than half of Americans now own smartphones,” said Henrik Kjellberg, president of the Hotwire Group. “So, I see the 18% as the tip of the iceberg in terms of mobile travel booking, considering players in the space are continuing to optimize their sites and products for the mobile booker.”
Hotwire experienced a 60% year-over-year increase in mobile bookings for the first nine months of 2013. Currently, nearly 20% of Hotwire transactions occur on a mobile device.
The survey also found that 48% of adults report being more comfortable with eleventh hour booking (i.e., within seven days of check-in) than they were five years ago. Moreover, 80% of Hotwire’s bookings on a mobile phone and 70% on a tablet are made at the last minute (the day before or day of arrival).