they find while researching on their mobile phones influences their booking decision.
“We already know that smartphone users on an average spend 76 minutes on the internet through their mobile. The smartphone user base is set to explode in India to touch 70 million by end of this year. Over 1/3rd of travel related search queries on Google India are now coming from mobile and tablet devices, with queries from smartphones growing at 397% year-on-year,” says Vikas Agnihotri, director—travel & BFSI, Google India. “This study establishes that today’s hyper-connected, hyper-informed smartphone user is consuming online content across devices. This impacts the complexity in engaging users from a marketer’s standpoint. With travel being the most evolved and mature vertical, we believe that the findings from this study will help them to devise strategies to engage the users across multiple online screens/devices.”
In terms of triggers for holiday planning, online sources were rated higher than offline mediums with internet getting 5 touch points in comparison to offline which offered 2 touch points. The biggest triggers for holiday destinations/planning were online pictures—where 88% users said that online pictures trigger their holiday planning. Browsing pictures on social networks, blogs, travel sites get users to start thinking of their next vacation destination.
The Google study also looked at the booking behaviour of the smartphone and tablet users, wherein 66% respondents said that they have booked using a mobile phone and 69% on a tablet. 36% users said that they booked a flight on a mobile, while 25% have booked a hotel room and 13% have submitted a holiday lead from their mobile device. Out of 87% who researched on their mobile phones, 76% booked on mobile and 80% booked on a computer as well. Concerns around security were cited as the biggest barrier for booking on mobile.
The respondents also highlighted the convenience and preference for mobile applications over using mobile browsers for booking their trip and sharing information on the trip. For booking and sharing, mobile app usage was 12% to 15% higher in comparison to mobile sites.
It seems that