Map apps present advertisers with a promising channel on which to reach on-the-go smartphone-toting travelers, as recent research finds that this group relies heavily on such functions while traveling. In a February 2015 study by Harris Interactive for Switchfly, map apps ranked as the No. 1 travel-related apps used by US smartphone owners when on trips, cited by 45%.
No other app or function came close. Traveler recommendation, airline and hotel apps were the only others to break double digits, though each was cited by fewer than one-fifth of respondents.
Map app usage was relatively even between genders, skewing slightly male, at 47%, vs. 43% of women. Respondents using smartphone map apps while traveling were most likely to be ages 35 to 44 (56%), followed by 55- to 64-year-olds (47%) and 18- to 34-year-olds (44%). Read the rest at eMarketer.