Survey reveals 9 out of 10 travellers use mobile devices while on holiday to access social media and stay connected

Survey reveals 9 out of 10 travellers use mobile devices while on holiday to access social media and stay connected

Indians and Indonesians most likely to brag on social media while on holiday

Thursday, October 24, 2013 — Singapore, 23 October 2013 - Despite the popular belief that holidays are supposed to be a time to unplug, nearly 9 out of 10 travellers globally (87%) and in Asia (88%) admit to being attached to mobile technology while they are away.

This is what emerged from the TripAdvisor® TripBarometer Mobile and Social survey[1]. The desire to stay connected with family and friends at home and fear of missing out are the principal reasons driving this growing attachment to mobile connection and social media usage while on holiday.

10 interesting facts from the study

  1. 9 out of 10 travellers use their mobile devices when on the go.
  2. 1 in 10 travellers (8%) admit to using social media while on holiday to make their friends jealous and 11% say it wouldn't be a holiday if all my friends didn't know I was on it.
  3. Indians and Indonesians are the most likely to brag about being on holiday. Italians and Greeks are the least likely.
  4. Women (88%) are slightly more attached to their mobile devices while on holiday than men (85%).
  5. Most travellers (61%) want to stay in touch with what's happening in their circles, even when holidaying.
  6. More than half of Asia's travellers use social media when travelling to communicate with others more efficiently.
  7. Half of Asia's travellers use social media when travelling for recommendations on places to go and where to eat.
  8. 24 per cent of global travellers want access to local deals on their devices, but currently only 5% of hotelliers offer this globally.
  9. Only 27 per cent of Asian hotelliers have mobile friendly websites.
  10. Facebook remains the primary social media tool that hotelliers use to communicate with travellers.

Hey! I'm on Holiday!

The survey reveals that travellers are also using social media to shout about their holiday joy with nearly 1 in 5 global travellers showing off to others via social media updates - in all, 8% of travellers admit to using social media while on holiday to "make their friends jealous" and 11% say "it wouldn't be a holiday if all my friends didn't know I was on it".

Indians (37%) and Indonesians (30%) are the most likely to brag on social media while on holiday, with travellers from Greece (5%) and Italy (8%) the least likely to show off.

Keeping Connected with Mobile

According to the TripBarometer Mobile and Social survey, travellers from Indonesia are the most inclined to use mobile devices when they're on the road (98%), followed by Indian travellers (96%), while Canadians are the least likely (59%), but still a majority. Globally, out of all generations, 18 to 24 year olds are the most avid users of mobile while travelling (94%) and women (88%) are slightly more attached to their mobile devices while on holiday than men (85%).

Mobile is making it possible for travellers to stay connected at all times during their trip, whether it be via smartphone or tablet. While calling (73%) and texting (62%) remain the key reasons for travellers to use their smartphones while travelling, a significant portion of them are using mobile technology to access social media and to look for recommendations on the go. The data also highlights travellers' preference for smartphones over tablets.

See table: Percentage of global travellers who use their mobile devices while travelling

Socially planning a trip and being social on the road

A quarter of global travellers relied on social media to plan their last trip, to get recommendations (72%), see pictures and videos of where they're going (67%), find inspiration for what to do and see while they're there (60%) and to look for deals (45%). The data shows that more Asians turned to social media to plan for their last trip than the average global traveller (31%).

According to the study, 61% of travellers globally are also engaging heavily on social media during their holidays. The study reveals that Asian travellers are not only more likely to use social media while on the road (69%), they are also significantly more inclined to use social media to get travel recommendations.

See table: Percentage of travelers who use social media on holiday for the following reasons

For the full TripBarometer report and infographic, please visit:  www.tripadvisor.co.uk/TripAdvisorInsights/tripbarometer-apac-social-and-mobile

- Ends -

[1] Methodology: The research was commissioned by TripAdvisor and conducted by Edelman Berland, an independent market research firm, conducted via online survey in June and July 2013. Survey respondents were 10,469 accommodation business owners and 19,692 18+ adults who have booked travel online and taken at least one trip in the past year. Respondents were from Argentina, Australia, Brazil, Canada, Caribbean, China, Egypt, France, Germany, Greece, India, Indonesia, Italy, Japan, Malaysia, Mexico, New Zealand, Russia, South Africa, South Korea, Spain, Thailand, Turkey, UAE, UK and USA. A total of 3,372 travellers and 1,247 accommodation business owners from Asia participated in the study.