Smartphones have become a go-to resource for nearly every travel need.

Google/Ipsos, U.S., "How People Use Their Phones for Travel," n=500, smartphone users aged 18–64 who used a smartphone for travel in the past month, Oct. 2016.

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Across nine markets, researching hotels and airfares on a mobile device is as common as shopping for clothing.

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Smartphone users cite price as the most important factor in booking travel.

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Easy search functionality and a simple booking process are also cited as important features.

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Friction on a mobile site when completing a booking can lead to travelers trying another site.

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Travelers most frequently use their mobile devices to research activities or attractions, to locate shopping areas and restaurants, or to look up directions.

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Searches for apps related to learning a language have grown 85% YOY.

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