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. Read the rest at MarketingCharts.