A recently published study by Nokia investigated what digital devices travellers use, when going on a trip. The study was conducted online and surveyed in total 4000 people from the US and the UK.The study assessed amongst other the difference between leisure and business travel, as well as the type and frequency of activities (TNOOZ) .
TABLETS ON THE RISE
When flying, two of three respondents used a digital device on the aircraft. Unsurprisingly smartphones were the top device used, followed by tablets and laptops. The high adoption of smartphones and tablets during flights, opens up an opportunity for destinations to engage with visitors during the transit stage via apps that work in offline mode. Especially, as smartphone and tablet usage during trips was found to be higher by leisure travellers (31% tablet, 59% smartphone) than by business travellers (15% tablet, 31% smartphone).
Also for engaging with young audiences, smartphone and tablet devices are the primary channels during the trip. In fact, 36% of kids take smartphones on their holidays and 29% a tablet.
Unsurprisingly, mobile devices were used primarily for online access, making calls and texting (one in two respondents). This was followed closely by games (34%) and social media (28%). The latter is particularly interesting for destination marketing organisations, as it hints towards the growing potential of developing gamified experiences through apps on smartphones and tablets.
The study also unveiled a social media divide among travellers. While 40% of respondents indicated that they didn’t check their social media during a trip, 16% did so twice a day. Marketers need to bear in mind that a considerable part of their potential social media audience, may only be reached through traditional offline channels while being at the destination.
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