72

of mobile travelers agree that when researching on their smartphones, they look for the most relevant information regardless of the travel company providing the information.

Google/Ipsos Connect, Travel Playbook Omnibus, n=1063 U.S. travelers ages 18+ who use a smartphone and for whom the statement is applicable, April 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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of U.S. travelers agree that they "always" use their smartphones when traveling, up from 41% in 2015.

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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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