US travellers who plan and book trips online are more likely to be early adopters of new technology, more likely to own a smartphone and take about three leisure trips a year, according to PhoCusWright's Traveler Technology Survey 2011, which surveyed 1,948 online travelers.
The appetite for new technology is often coupled with a strong appetite for travel, according to Carroll Rheem, director of research for PhoCusWright, which tracks travel trends.
According to the survey results, 47% of US online travellers are on the cutting edge or are early adopters of new technologies. Of those early adopters, 71% own a smartphone and take an average of 3.3 leisure trips a year, spending an average of $3,712 annually.
US online travellers by level of technology adoption:
- Late adopters / resisters: 30% of total online travellers / 27% of smartphones
- Mainstream users: 23% / 43%
- Cutting edge / early adopters: 47% / 71%
Of the 1,125 online travellers who access the internet via a smartphone, 79% view maps or get directions, 62% research local activities such as restaurants or shows, 43% research travel products such as hotel rooms or flights and 42% reference existing travel information, such as itineraries.
While the travellers surveyed were comfortable researching information on a smartphone, however, many were more inclined to switch over to a computer to enter credit card information.
When it comes to online social networks, 79% of travellers said they participated in at least one, up from 70% in 2010.