Google Data, U.S., Mobile, Jan.–Sept. 2016 vs. Jan.–Sept. 2017.

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

Searches for “grocery,” “pharmacy,” and “photo” apps related to specific retailers have grown 140% YoY.

September 2017 Google Data