Trends Report

Mobile And The Travel Experience

A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

May 27th, 2015
With contributors:
Reineke Reitsma , Nicole Dvorak , Theresa Pappafotopoulos , Xiaotong Duan

Summary

Traveling is synonymous with being mobile — and we mean that in every sense of the term. Smartphones and tablets have disrupted the travel life cycle to the point where consumers reach for their devices from the moment they start daydreaming about a destination through to their experience on the trip. Mobile plays a distinct role in each phase of the travel purchase journey and creates a new context for consumers to anticipate, perceive, and remember their trips. However, the degrees to which consumers leverage mobile and the ways in which it delivers value vary. This report uses Forrester's Technographics 360 methodology, which merges survey data, behavioral tracking metrics, and qualitative insight, to illuminate when, why, and how consumers integrate mobile into their travel experiences.

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