June 2011
Featured in this insight: Culture, heritage & leisure
Market research shows rise in Britons using mobile devices to plan holidays: Recent market research by TripAdvisor has shown that mobile devices are becoming an increasingly popular method for Britons to organise their holidays.
In total, 27% of those who took part in the survey said they used smartphones and tablets to research the holiday destinations they were interested in, such as best restaurants, activities and cultural attractions.
A further 22% of the Britons polled made use of their mobile devices and tablets to plan and book their holidays. Of these, 29% said that they found mobile devices "particularly useful" for booking rooms in both cheap hotels and luxury accommodation locations. In addition, 26% said that they would use their devices to look at peer reviews while deciding on their holiday destination.
Emma O'Boyle, a TripAdvisor spokeswoman, commented: "We're seeing phenomenal growth in the number of travellers planning their holidays – both before they leave and during their trip – on mobile devices."
She added: "Whether travellers are looking for the nearest attractions or top-rated restaurant, these findings show that smartphones and tablets are an increasingly important travel companion."
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