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.


Related Data

Mobile searches for “brands like” and “stores like” have grown over 60% in the past two years.

March 2018 Google Data

is the average load time for a mobile page.

January 2017 Google

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