Google goes deep on mobile search and booking behaviour


Search giant Google and research house TNS have combined forces to examine the role of mobile in search and shopping patterns with travellers.

The huge study used data from Google’s search queries alongside interviews with consumers earlier this year in markets as diverse as the UK, US and Germany alongside Israel, UAE and Portugal.

A specific part of the industry covered was flights (with additional details about in-destination usage).

The aim is to illustrate the usage and obvious increases of mobile and online behaviour in research, bookings and other “moments” in the travel journey.

So, here are the top-line findings covering smartphone usage for leisure flights by consumers:

  • 85% of users have a smartphone and 66% access the web on it as often as they do via desktop.
  • 89% of users research products online and 56% do so via a mobile device.
  • 80% will make bookings online but only 9% do so on smartphones.
  • 13% will do their research on a mobile device but then make the booking offline.

The following charts go deeper into the research…

Smartphones influence initial booking phase and research in the destination:

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Similar patterns found in the researching a trip:

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Multi-device research trends:

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Smartphones trigger other activities:

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General inspiration for further research:

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Consumer journey browsing behaviour:

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Smartphone app considerations:

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Desktop versus mobile during inspiration phase:

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Desktop versus mobile during research phase:

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Desktop versus mobile during booking phase:

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Desktop versus mobile during post-booking phase:

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