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45%

of travelers would switch to another site or app if the one they're using takes too many steps (e.g., to book, to get desired information).

Google/Ipsos Connect, Travel Playbook Omnibus, n=1304 U.S. travelers 18+ who use a smartphone, April 2016.

Appears In

Travel booking trends revealed in let's-book-it moments

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of smartphone users are more likely to purchase from companies whose mobile sites or apps offer them relevant recommendations on products they may be interested in.
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51%

of smartphone users are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points.
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50%

of smartphone users are more likely to use a company or brand’s mobile site when browsing or shopping on a smartphone because they don’t want to download an app.
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of smartphone users are more likely to use a company or brand’s mobile site when browsing or shopping on a smartphone when making a one-time purchase.
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of smartphone users feel more favorable toward companies whose mobile sites or apps remember who they are and their past behavior.
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60%

of smartphone users have contacted a business directly using the search results (e.g., “click to call” option).
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