comScore: Mobile travel booking user behavior in February 2012

According to a report released by comScore, smartphones are becoming travel assistants in the pockets of more and more Americans.

In the first three months ending in February 2012, 51% of smartphone users accessed airline or hotel content on their phones, and 4/5 of mobile travel booking users accessed both airline and hotel content. When planning a trip and on the way, the most commonly used flight-related functions and applications are shown in the following figure:

Top Mobile Air Activities while Planning a Trip or Traveling During Previous Three Months February 2012 Total US Smartphone Subscribers Ages 18+ Source: Custom Mobile Travel Advisor Survey
	% of Smartphone Owners
Check airfare prices	26%
Looked up a phone number (ie airline)	25%
Looked at flight schedules	25%
Checked a flight status (arrival/delays)	25%
Look up airport information	twenty four%
Check in for a flight	twenty one%
Received price alerts for flights	19%
Booked a flight	18%
Received SMS alerts for a flight status	17%
Tracked the status of a checked bag	13%
Cancelled a flight	10%

The following figure shows the mobile phone activities related to hotels:

Top Mobile Hotel Activities while Planning a Trip or Traveling During Previous Three Months February 2012 Total US Smartphone Subscribers Ages 18+ Source: Custom Mobile Travel Advisor Survey
	% of Smartphone Owners
Looked up hotel address/directions	29%
Looked up/ researched attractions/ things to do at my destination/near my hotel	twenty three%
Looked up/researched places to eat at my destination/near my hotel	twenty two%
Read a hotel review	twenty two%
Compare prices & check availabilityCompared hotel prices & availability	twenty one%
Booked a hotel room	18%
Received price alerts for hotels	18%
Looked up/researched ground transportation at my destination/near my hotel	17%
Cancelled a hotel reservation	10%

Male and younger users are more likely to consume travel booking content

The following figure shows the characteristics of smartphone travel booking users:

Demographic Profile of Smartphone Travel User February 2012 Total US Smartphone Subscribers Ages 18+ Source: Custom Mobile Travel Advisor Survey
	% of Mobile Travel Smartphone Audience	% of Total Smartphone Audience
Gender:
Male	62%	52%
Female	38%	48%
Age:
18-24	twenty one%	17%
25-34	33%	25%
35-44	twenty four%	twenty one%
45-54	11%	16%
55-64	8%	9%
65+	4%	6%
Household Income:
<$25k	7%	11%
$25k to <$50k	twenty three%	20%
$50k to <$75k	twenty two%	19%
$75k to <$100k	twenty three%	16%
$100k+	26%	34%