Social Media, Smartphones & Tablets Now Essential Travel Tools for U.S.
Travelers, According to New TripAdvisor Survey of Mobile & Social Trends
NEWTON, Mass., Nov. 18, 2013
TripBarometer Mobile & Social Survey Finds 85% Bring Their Smartphones on
Vacation; 61% Report Using Social Media While Traveling
Nearly One Half of U.S. Travelers Cite #FOMO (Fear of Missing Out) as Reason
to Stay Connected
NEWTON, Mass., Nov. 18, 2013 /PRNewswire/ -- TripAdvisor^® , the world's
largest travel site*, today announced the results of its TripBarometer Mobile
and Social trends survey which revealed that U.S. travelers are staying online
even as they unwind on vacation.
The TripBarometer survey polled travelers from 22 different countries around
the world¹ on mobile and social trends. The survey found that nearly
two-thirds of U.S. travelers (61%) report using social media while on
vacation. Forty-six percent (46%) of that group—nearly half of the travelers
who use social media—cited a fear of missing out on news from their friends
and families as a reason for staying connected.
TripAdvisor's TripBarometer survey also found that mobile devices are an
essential part of the travel experience for U.S. respondents, and that
travelers are nearly twice more likely to use smartphones than tablets during
their travels: 85 percent (85%) of American travelers reported using
smartphones while on holiday, while just 46 percent (46%) reported using
The survey results showed that U.S. travelers' use of social media and mobile
devices while on vacation was comparable to the global average for the 22
countries polled. Eighty-seven percent (87%) of global travelers reported
using a smartphone while on holiday, compared to 44 percent (44%) who reported
using a tablet while on a trip. Sixty-one percent (61%) of global travelers
reported using social media on vacation.
Hooked on Mobile
Calling (74%) and texting (63%) remain the primary reasons why U.S. travelers
use smartphones when traveling. In addition to voice and text communication,
32 percent (32%) browse the Internet on their smartphones, and 27 percent
(27%) surf the net on tablets. Here is how American travelers are using their
digital devices online:
Purpose U.S. travelers report using their mobile devices while
traveling for many purposes:
Smartphone users: Tablet users:
Looking for restaurants 44% 22%
Accessing social media 35% 18%
Looking for things to 35% 23%
Sharing on social media 33% 15%
Reading reviews 31% 24%
Looking for hotels 23% 18%
Staying Connected to Avoid #FOMO: Fear of Missing Out
Sixty-one percent (61%) of U.S. respondents report using social media while on
vacation. When asked why they use social media services while traveling, 46
percent (46%) said they don't want to miss out on any of their friends' or
families' news while away, and 10 percent (10%) want to make their friends
jealous with their travel updates.
Global travelers are more socially engaged:
Purpose Travelers report using social media on
vacation for the following reasons:
To contact people cheaply 53% 42%
To get recommendations while traveling 38% 32%
To get overall news 32% 20%
To update social networks on a daily 28% 21%
Shutting Out the World
Of the 15 percent (15%) of U.S. travelers who do not use a smartphone on
vacation, 42 percent (42%) like to forget the rest of the world while away, 33
percent (33%) feel roaming fees are too expensive, and 29 percent (29%)
believe it costs too much to make calls or send text messages.
Apps a Popular Planning Tool
Beyond scanning the web, U.S. travelers report that they rely on apps for
organizing their trips. TripAdvisor's TripBarometer survey found that the top
five types of apps that U.S. consumers use for travel planning are:
1.Travel inspiration (TripAdvisor City Guides)
3.Hotel or accommodation
Hoteliers Migrate to Mobile
More travel industry professionals will leverage technology to engage
consumers in 2014, as 53 percent (53%) of global hoteliers and 46 percent
(46%) of U.S. hoteliers plan to expand their mobile offerings. That's up from
36 percent (36%) of worldwide hoteliers and 37 percent (37%) of American
hoteliers who say they prioritized mobile marketing this year.
The top mobile offerings U.S. travelers are looking for from a travel
2.Ability to book
"The TripAdvisor TripBarometer shows that travelers feel the need for constant
connectivity on the go with mobile devices, but smartphones are clearly ahead
of tablets when it comes to the travel essentials," said Desiree Fish, Vice
President of Global Communications for TripAdvisor. "While mobile devices
serve a very practical purpose while traveling, the 'fear of missing out'
reveals an emotional connection we have with social media that can't be
ignored even when on vacation."
To view TripBarometer infographics, please visit:
¹Methodology: 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.
TripAdvisor^®is the world's largest travel site*, enabling travelers to plan
and have the perfect trip. TripAdvisor offers trusted advice from real
travelers and a wide variety of travel choices and planning features with
seamless links to booking tools. TripAdvisor branded sites make up the largest
travel community in the world, with more than 260 million unique monthly
visitors**, and more than 125 million reviews and opinions covering more than
3.1 million accommodations, restaurants and attractions. The sites operate in
34 countries worldwide, including China under daodao.com. TripAdvisor also
includes TripAdvisor for Business, a dedicated division that provides the
tourism industry access to millions of monthly TripAdvisor visitors.
TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 21 other
travel media brands: www.airfarewatchdog.com, www.bookingbuddy.com,
www.cruisecritic.com, www.everytrail.com, www.familyvacationcritic.com,
www.flipkey.com, www.gateguru.com, www.holidaylettings.co.uk,
www.holidaywatchdog.com, www.independenttraveler.com, www.jetsetter.com,
www.niumba.com,www.onetime.com, www.oyster.com, www.seatguru.com,
www.virtualtourist.com, www.whereivebeen.com, and www.kuxun.cn.
*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, June 2013
**Source: Google Analytics, worldwide data, July 2013
©2013 TripAdvisor, Inc. All rights reserved.
Contact: Matt Graves, (415) 848-2485, firstname.lastname@example.org
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