RESEARCH published by the Association of British Travel Agents (ABTA) has highlighted a significant increase in the use of tablets to book holidays online. One in four (24%) of online bookers said they secured at least one get-away via a tablet compared to 18% in 2014, while the use of mobile phones remains flat at 16% of online bookers.
But ABTA’s Holiday Habits Report 2015 shows that the PC remains by far the most popular device for booking, with 91% of online bookers using a PC or laptop when booking at least one holiday online in the past 12 months.
The research suggests that people are finding the mobile phone booking experience more difficult than on a PC or tablet. Ease of use is cited as one of the key advantages of using a PC or tablet. 77% of PC users and 58% of tablet users found the booking experience easy, compared to only 41% of mobile phone users.
Victoria Bacon, ABTA head of Brand and Business Development said: ‘Personal computers remain the most popular device for people booking their holidays online, reflecting the fact that buying a holiday is often a more complex and high value transaction compared to other purchases. However, for the last two years we have seen significant growth in the use of tablets, reflecting their increasing importance as a device to book holidays online.
‘While smartphones have a long way to go to catch up with PCs and tablets when it comes to holiday bookings, their popularity among younger age groups suggests they will grow in relevance, so travel companies should continue to develop and grow their mobile sales strategies.’
But ABTA’s Holiday Habits Report 2015 shows that the PC remains by far the most popular device for booking, with 91% of online bookers using a PC or laptop when booking at least one holiday online in the past 12 months.
The research suggests that people are finding the mobile phone booking experience more difficult than on a PC or tablet. Ease of use is cited as one of the key advantages of using a PC or tablet. 77% of PC users and 58% of tablet users found the booking experience easy, compared to only 41% of mobile phone users.
Victoria Bacon, ABTA head of Brand and Business Development said: ‘Personal computers remain the most popular device for people booking their holidays online, reflecting the fact that buying a holiday is often a more complex and high value transaction compared to other purchases. However, for the last two years we have seen significant growth in the use of tablets, reflecting their increasing importance as a device to book holidays online.
‘While smartphones have a long way to go to catch up with PCs and tablets when it comes to holiday bookings, their popularity among younger age groups suggests they will grow in relevance, so travel companies should continue to develop and grow their mobile sales strategies.’
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