Among mobile owners who booked travel in the past 90 days, only 53% used a single device (smartphone, tablet, or laptop) to do so, according to results from a new JiWire report. The study indicates that mobile devices are heavily used for booking travel, with 52% claiming to have booked travel on a smartphone (23%) or tablet (29%) in the past 90 days. But mobiles are also being used for research, starting a cross-device journey that most often ends on laptops, but also does so on smartphones and tablets.
The proportion of respondents using smartphones (48%) and tablets (49%) to research travel purchases is almost equal to the proportion that uses laptops (56%), details the report. Among the 48% who research on their smartphone, 40% book on that device, while 48% book on a tablet and 71% on a laptop. Of the 49% who research on their tablet, 30% book their smartphone, 54% stick with their tablet, and 67% book on their laptop. Finally, among the 56% researching on their laptop, 31% book on their smartphone, 39% cross over to a tablet to purchase, and 75% finish the purchase on their laptop.
About the Data: JiWire’s Mobile Audience Insights Report is based on data compiled from multiple proprietary sources; a survey of more than 1,300 randomly selected customers from across JiWire’s combined Wi-Fi and mobile advertising platform. The report is based on data collected in March 2013.
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