32.8 Million Americans Have Booked Travel on a Mobile Device

2014-02-18
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  • Hotwire Experts Predict Mobile Purchases to Increase Exponentially as Younger Travelers Get More Comfortable with Last-Minute Reservations

    Hotwire.com unveiled intriguing results about mobile bookings from its third annual American Travel Behavior Survey, which was conducted online in October 2013 on behalf of Hotwire by Harris Interactive among over 2,000 U.S. adults ages 18 and older. The survey found that 18 percent 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 percent of adults ages 18-34 and 25 percent of adults ages 35-44.

    A further breakdown of how the adults who have ever booked travel using a mobile device have done so:


    • 12% have booked travel on a smartphone

      • 10% have booked travel on a smartphone via a web browser
      • 7% have booked travel on a smartphone via an app
    • 10% have booked travel on a tablet device

      • 8% have booked travel on a tablet device via a web browser
      • 3% have booked travel on a tablet device via 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 percent 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 percent year-over-year increase in mobile bookings for the first nine months of 2013. Currently, nearly 20 percent of Hotwire transactions occur on a mobile device.

    Interestingly, the survey also found that 48 percent of adults report being more comfortable with eleventh hour booking (i.e., within 7 days of check-in) than they were five years ago. Moreover, 80 percent of Hotwire's bookings on a mobile phone and 70 percent on a tablet are made at the last minute (the day before or day of arrival).

    "Mobile is ideal for last-minute travel bookings as many providers offer incredible discounts through easy-to-use travel apps like Hotwire's, especially on bookings made the day of arrival," Kjellberg continued. "We expect the number of mobile bookings to grow exponentially, outpacing desktop bookings in the next year or two, as more people of all ages become comfortable booking through their mobile device and making last-minute purchases."

    Survey Methodology
    This survey was conducted online within the United States by Harris Interactive on behalf of Hotwire from October 8-10, 2013 among 2,020 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact andrew.reynolds@grayling.com.  

    *According to the 2010 U.S. Census, there are 234.6 Americans aged 18 and over.

    *According to new research from the Pew Research Center's Internet & American Life Project, 61 percent of Americans own a smartphone.


    Logos, product and company names mentioned are the property of their respective owners.

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