The number of consumers accessing travel information via mobile devices when on holiday has doubled in the last year, according to a global survey of 1700 people carried out by Frommer’s.
52% of respondents said that they were most likely to access travel information on their mobile devices when travelling, compared to 27% in 2010. Respondents aged between 18 and 34 are the biggest advocates, with 72% of this age group accessing mobile travel content on holiday, compared to only 48% in 2010.
The survey also revealed the top six types of mobile travel content that consumers want when on holiday. The most important function is seeing points of interest like attractions, restaurants and shops on a map (57%), followed by key phrases in local languages (55%), local offers (51%), itineraries and walking tours (50%), local etiquette and customs (49%) and tipping and currency converters (45%). Interestingly, the 18-34 age bracket expressed an increased interest in accessing information related to local etiquette and customs and it ranked as the third most important type of content for this age group.