On-the-go millennials use mobile for travel plans.
As we have all seen, mobile phones are perfect for today’s busy person-on-the-go. They allow us to purchase things as we go along, make reservations, check and answer e-mail, make a doctor’s appointment, and a whole host of other activities.
And while every mobile user in almost every age group and demographic does so much on a mobile phone, research from eMarketer reveals that three-quarters of millennials use mobile to make travel plans.
Although most people still use a desktop computer to research and make travel plans from the comfort of home (during breaks at the office), most people within the age group of 18 to 34 accomplish this on their mobile phones.
According to eMarketer, “nearly three-quarters of US millennial travelers had researched travel plans on both a smartphone and tablet in the past year.”
Also, “Among those loyal to one mobile device, smartphones were much more popular than tablets for planning, with respective usage rates of 62% and 46%.”
While research and planning was done on their mobile phones, when it came to actually booking their travel, these millennials switched to the traditional desktop.”Nearly nine in 10 had booked travel via a PC or laptop in the past year, vs. 46% who had used a smartphone/tablet, 35% a smartphone and 28% a tablet.” The following graph illustrates this.
What does this tell us? “Brands trying to reach millennial travelers should provide a consistent experience across screens to allow for seamless research and booking.” And this is not for travel agencies or airline companies only. Any brand in any industry ought to do this.
