Lesbian, gay, bisexual and transgender (LGBT) mobile users of all ages show the same habits when researching and planning travel via mobile. Once it comes time to book their trips, though, everything changes, according to a November 2014 study by Community Marketing Inc. (CMI).
Looking at directions and finding restaurant information were the most popular travel-related mobile activities conducted by US LGBT mobile device users in all age groups, each cited by around nine in 10 baby boomers, Generation Xers and millennials. Checking flight statuses and researching destination attractions were also popular mobile travel activities among respondents, though millennials were much more likely than boomers to do the latter.
While respondents from each generation ranked most activities in the same order, usage was generally higher among the youngest age group and lower among the oldest. One place where this reversed, though, was when it came to car rentals. More than one-fifth of LGBT boomers rented cars for their trips via mobile, compared with 19% of Gen Xers and just 16% of millennials. Read the rest at eMarketer.