51% of smartphone owners use them for travel related activities

Google and Ipsos released a report on mobile phones usage for travel. (image: shuttershock)Google in collaboration with Ipsos in their latest report on how people use phones for travel, have provided insights on the influence mobile devices have on travellers' decisions.According to the report, 51% of smartphone users in the I-want-to-go moments turn to their devices for information as well as activities related to travel. These may include booking hotels online, buying flight tickets online, reviewing accommodation properties for comparison in rates and convenience among others. The frequency of this trend is astounding, with 71% (of the users in the report) doing so on a weekly basis.Information sought is related to travel tips, best destinations, and as one would expect, available packages and discounts from various hotels and service providers.Furthermore, the report shows the preference of mobile applications for travel related use, with an average of 2.3 travel apps installed on smartphones. Yet, it is important to note that a higher percentage of travellers (65%) still use mobile sites for travel, as compared to 58% who prefer to use apps, according to Google.With on-the-go convenience that is related to mobile devices, it is obvious that travel will continue becoming seamless in coming years. From conducting online searches, booking accommodation and flights, to mobile payments, the penetration of mobile devices especially in Africa brings hope tothe travel industry. As GSMA Intelligence - a trade body that represents the interests of mobile operators worldwide - predicts, there will be 725 million unique mobile subscribers by 2020.By Josephine Wawira
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