SOURCE: Phocuswright Inc.

PhoCusWright Inc.

August 30, 2012 11:27 ET

Mainstream Mobile Users Can Be Such a Drag

New PhoCusWright Study Reveals Gap Between Mainstream and Tech-Savvy European Travelers

SHERMAN, CT--(Marketwire - Aug 30, 2012) - Smartphones are well on their way to ubiquity. According to a forthcoming report from travel industry research authority PhoCusWright, 69% of U.K. and French travelers with mobile phones, followed by 57% in Germany, accessed the mobile web in the past year -- about a 10% increase across markets. However, "PhoCusWright's European Consumer Travel Report Third Edition" ( reports that when it comes to mobile web activity related to travel, growth is not as robust, and in fact this activity is declining in some markets.

While the two trends seem contradictory, an explanation lies in the shifting mobile audience in Europe. Early smartphone consumers were a tech-savvy group, eager to engage in a broad range of mobile activities, including travel-related functions. Now, however, smartphones are increasingly in the hands of a mainstream audience less inclined to explore complex functions. As these new consumers swell the population of smartphone owners, they greatly reduce the proportion of cutting-edge users.

"This latest wave of European smartphone owners need some time before they graduate to more advanced tasks, such as booking. However, travel companies cannot afford to rest on their laurels. Percentages may have slipped, but the number of travelers engaging in sophisticated activities is climbing," says Carroll Rheem, senior director, research, at PhoCusWright.

"PhoCusWright's European Consumer Travel Report Third Edition" explores trends in three major European markets: France, Germany and the U.K. Key topics include:

  • Incidence, length and frequency of travel, travel expenditure, international travel and travel party composition
  • Trends by segment, including air, lodging, rail, car rental, packaged holidays, cruise and destination activities
  • Analysis of the destination selection process, destination types and information sources
  • Travel shopping and booking by channel, market and travel product
  • Mobile web penetration and use, and interest in travel-related mobile web functionality
  • Participation in social networks and methods for sharing travel experiences

This pre-release item is scheduled to publish September 6, 2012.

PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world.

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