Smartphones and
Tablets Top the Lis
Vacation Essentia
the New ‘Digital El
Survey reveals over 60% use their
mobile device as much or more on
vacation than at home
T
he growing use of mobile
technology when planning
travel has spawned a new
class of traveler – the Digital
Elite – those who own and
use two different mobile devices:
smartphones and tablets. And this
Digital Elite group of travelers is
growing faster and spending more
on vacations than less-connected
travelers.
Digital Travelers™, authored by
travel and hospitality marketing
communications firm
lobal,
a national survey of the travel
habits, preferences and intentions
of 1,250 active travelers.
These insights come from the
just-released 2014 Portrait of
Seven in ten of the Digital Elite are
illennials
or ers
.
Overall, they are more ethnically
diverse than travelers who are less
connected. They tend to have higher
annual household incomes and
education levels. Additionally, they
spent
,
more on vacations
during the past 12 months than
travelers who are less connected.
In addition to spending more on
travel, the Digital Elite increasingly
view their devices as serving
distinctly different purposes and in
fact, 66% agree their smartphones
and tablets are not interchangeable.
“The Portrait of Digital Travelers is
the only national study focusing on
104
smartphone and tablet usage while
consumers are traveling,” said Steve
Cohen, vice president, Insights and
esearch,
lobal. “ his
in-depth look at the way mobile
technology is changing the manner
in which these travelers plan, book
and now share travel experiences
provides valuable insights into
how marketers may refine their
strategies to address the emerging
preferences of this highly
attractive market segment.”
Are You A Member
Of The Digital Elite?
Below are selected highlights
from the 2014 Portrait of
Digital Travelers.
• Growing Fast – The Digital Elite
now represent
of all travelers,
up from 21% in 2012.
• Traveling More – The