How do consumers make up their minds when booking airline travel? Google and Ipsos looked across leisure, business and affluent travelers to uncover valuable information that can help marketers target these segments. We found that more than 95% of travelers comparison shop for airline tickets online. Air travelers tend to shop for flights on online travel aggregators, but book their flights on airline supplier sites. Price is still the most important factor to leisure travelers when selecting flights. When booking flights on their mobile device, travelers use the mobile web three times more than mobile apps.