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Young Females Are the Most Likely to Browse Travel Sites During Lunch Breaks

@jclampet

Mar 11, 2014 11:30 am

Skift Take

The findings are logical considering young employees often have the fewest family responsibilities and most free time to travel, and provide insights for travel companies trying to speak to a demographic that will grow into more expensive travel purchases.

— Samantha Shankman

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Garry Knight  / Flickr

Woman look at the phones during a lunch break in London. Garry Knight / Flickr


Weekday lunch breaks are the most popular time to browse mobile travel sites, reveals a new report from market research company GfK.

The peak time for browsing mobile sites and apps is between 12 pm and 2 pm Tuesday through Thursday. And young females, ages 18 to 34 and earning less than $65,000 salaries, are the most likely to be sneak in some wanderlusting during lunch.

Smartphone users in the UK search mobile travel sites an average of 3.2 times per month, spending about 20 minutes per session.

The research also found that most travelers, 83 percent, rely solely on sites rather than apps for most mobile travel research.

Just over 10 percent of travelers use a combination of apps and sites, and 6 percent rely solely on apps.

TripAdvisor’s 85/10 spilt in mobile site and app usage represents the market trend, but some companies with task-specific apps report higher app than site usage.

GfK Group CEO Matthias Hartmann presented this research, and more, at the ITB conference in Berlin last week.

The full ITB presentation by Matthias Hartmann, CEO GfK Group, embedded below:

Download (PDF, 3.15MB)

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