A study released last year found that 68% of consumer mobile phone use occurs in the home, and new survey results from ForeSee reveal that “mobile” is indeed not synonymous with “on the go” when it comes to travel research and bookings. ForeSee surveyed more than 6,000 visitors to the 25 largest US mobile travel companies’ mobile apps and sites last month, finding that 71% accessed them from home, compared to 13% who accessed from work and just 12% who visited them on-the-go. Satisfaction was slightly higher among those who accessed from home (78 on a 100-point scale) than among those who accessed from work or on-the-go (each at 76).
Interestingly, mobile app users were more likely than site visitors do be both on-the-go (15% vs. 10%) and satisfied with their on-the-go experience (78 vs. 75). Providing a satisfactory mobile experience is especially important, given that at least 1 in 2 smartphone owners access travel content on their device.
According to the ForeSee study, overall satisfaction with the 25 companies measured stood at 77 on the 100-point scale, only slightly behind satisfaction with the leading mobile shopping sites and apps (78).
Among the various categories, hotels scored best, with an average rating of 78, ahead of airlines and car rental companies (each at 77) and online travel agencies (76).
- Southwest Airlines had the highest satisfaction score of the 25 companies measured, at 82.
- Those who accessed mobile sites and apps to research were slightly less satisfied than those who accessed them for bookings (77 vs. 79).
- Visitors satisfied with their experience (scoring it 80 and above) were 67% more likely to recommend the company than dissatisfied visitors (69 or lower). They were also 62% more likely to prefer the brand, 73% more likely to use the mobile channel as a primary resource, and 59% more likely to use the mobile channel again.
About the Data: The surveys were collected from February 4-12, 2013.