The Expedia/Egencia Global Mobile Index reveals mobile-free travel doesn’t fly with Aussie travellers

On January 25, 2016 at 06:50 AM

The Expedia/Egencia Global Mobile Index reveals mobile-free travel doesn’t fly with Aussie travellers

Expedia andEgencia Mobile Index examines how mobile devices impact travel

Sydney, Australia, January 22, 2016– Expedia.com®, one of the world’s largest full service online travel sites, and Egencia®, the business travel brand of Expedia, Inc. (NASDAQ: EXPE), today released the results of the Expedia®/ Egencia Mobile Index, a global study of mobile-device-related behaviour and preferences among travellersconducted online across North America, Europe, South America and Asia Pacific.

The study, which solicited input from 9,642 travellers across 19 countries, finds whilst the majority of Australians have a smartphone (94%), how they use them when travelling differs in comparison to other nations around the world. 

One top finding is the perceived importance of the smartphone as a travel companion. Globally, a smartphone ranks as the single most indispensable item travellers carry with them when they travel, even ahead of a driver’s licence.  Whereas, although nine in ten (91%) Australian travellers confirm they take their smartphone with them when on holiday, and a further 69% believe their mobile device is an important travel companion, the trusted toothbrush is still the most essential travel item (52%) for Australians, just ahead of a smartphone (49%).

Mobile-free travel doesn’t fly

Demonstrating the dependence travellers have on mobile devices, more than half (60%) of respondents globally say they would be unwilling to go on holiday without a mobile device, in line with the Australian finding (61%). Well over half (61%) of Aussies say they sleep with their device beside their bed when travelling (versus 63% globally).

Whilst Aussies undoubtedly value their mobile device as a travel companion, they are not as mobile-dependent as other nations. Globally, 28% say they carry a rechargeable pack or spare battery as a back-up in case they lose battery when travelling. This rises to over 50% of people from Malaysia, Thailand and Taiwan. Australians, on the other hand, are happy to put the device away and recharge back at the hotel (58% versus global average of 40%) and only 12% carry a back-up charger.

On average, a third (34%) of global travellers have purchased inflight Wi-Fi on a business trip, compared to only 20% of Australian business travellers. Australians are also less likely to feel the need to seek out free Wi-Fi (70% global average versus 53% Australian average).

When it comes to checking in on work when travelling, Aussies are again less obsessive than other nations, with only two in five (42%) checking twice a day or more, compared with 53% globally.

The relevance of mobile devices is tied to how the device improves the quality of travel itself for both business and leisure travellers – 63% of Australians say their mobile device and apps improve the quality of their holidays, compared to 67% globally. How Aussies use their mobile device is similar across business and leisure travel. The list of the most frequently used apps, includes:

 

Leisure travellers

 

Business travellers

1

Email / messaging apps

1

Email / messaging apps

2

Social media apps

2

Maps / navigation apps

2

Camera / video recording apps

3

Utility apps (alarm clock, calculator, reminders)

4

Maps / navigation apps

4

Social media apps

5

Weather apps

5

Weather apps

 

Kelly Cull, travel expert, Expedia.com.au, commented: "We know mobile devices have become helpful travel partners. From researching to booking, getting up-to-date flight details and checking-in to a hotel, to capturing and sharing travel experiences; they are with us every step of the way.

“Mobile devices may be a requirement for business trips, however, business travel and connectivity is changing.  Various devices allow for a seamless experience with apps that enable users to be more productive and efficient. Travellers are using this to prioritise work-life balance and disconnect when possible” said Kyle Davis, Managing Director, Egencia Asia Pacific.  

Mobile etiquette

The Expedia/Egencia Mobile Index revealed travellers are well attuned to mobile device etiquette, and find mobile faux pas to be highly offensive. Courteousness and noise consciousness continue to be particularly prized, as is privacy. Australians consider “making/taking calls while on speaker phone” to be the most offensive mobile behavior, cited by 54% of Australian travellers. "Playing music games or videos without headphones" infuriates 48% of people, while "texting or emailing while attending a seated performance" is offensive to 41% of Australians.

The list of perceived mobile etiquette violations, in order of offensiveness, includes:

 

Global average

Australian average

Playing music games or videos without headphones

58%

48%

Making/taking calls while on speakerphone                       

57%

54%

Taking photos/videos of strangers 

48%

37%

Enabling notifications on the loud setting                        

39%

29%

Texting or emailing while attending a seated performance                             

35%

41%

Making/taking video calls

25%

24%

Photographing food during meal                             

22%

23%

Entertaining children with games, apps or videos

18%

13%

Attaching a fitness tracker visibly to an undergarment

16%

9%

Posting more than 3 updates per day on social media

14%

12%

Using location-based dating apps               

13%

11%

Taking photos using a tablet device

13%

10%

 

ENDS

 

For further information, interviews or images please contact:

Sabine Leroy, Haystac

(02) 8094 7762 or 0421 815 068

sabine.leroy@haystac.com.au  

Kirsty Burgess, Haystac

(02) 8094 7507 or 0478 010 533

kirsty.burgess@haystac.com.au

About the Study

The 2015 Expedia/Egencia Mobile Index was commissioned by Expedia and conducted online by Northstar, a globally integrated strategic insights consulting firm. This survey was conducted online across North America, Europe, South America and Asia Pacific. The study was conducted among 9,642 adults who own at least one mobile device across 19 countries.

About the Expedia group

The Expedia group (NASDAQ: EXPE) is one of the world’s leading travel companies, with an extensive brand portfolio that includes leading online travel brands, such as:

  • Expedia Local Expert®, a provider of online and in-market concierge services, activities, experiences and ground transportation in hundreds of destinations worldwide
  • Classic Vacations®, a top luxury travel specialist
  • Expedia® CruiseShipCenters®, a provider of exceptional value and expert advice for travelers booking cruises and vacations through its network of 200 retail travel agency franchises across North America
  • CarRentals.com, the premier car rental booking company on the web

The company delivers consumers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers the opportunity to reach a highly valuable audience of in-market consumers through Expedia® Media Solutions. Expedia also powers bookings for thousands of affiliates, including some of the world’s leading airlines, top consumer brands and high traffic websites through Expedia Affiliate Network. For corporate and industry news and views, visit us at www.expediainc.comor follow us on Twitter @expediainc.

Trademarks and logos are the property of their respective owners.  © 2016 Expedia, Inc.  All rights reserved.  CST: 2029030-50

About Egencia

Egencia makes business travel better by making it more connected and complete. Egencia puts travellers at the heart of business travel, continuously supporting them with solutions that are more engaging and effective. Driven by consumer insights and technology investments from parent company, Expedia, Inc., Egencia connects everything travellers need – content, technology, service and reporting – in one place. Egencia provides services in more than 65 countries. To connect with Egencia, visit www.egencia.com.au or our blog.

About Northstar

NORTHSTAR is a strategic marketing insights and consulting firm that aligns leading edge, customized research techniques and cultural context with proprietary and proven strategic marketing frameworks and models to drive insights to impact. Northstar's suite of services relate to the most critical elements of brand, customer and marketing strategy, with sector expertise in travel and tourism, retail, automotive, CPG, food & beverage, financial services, pharma / health care, transportation and fashion / luxury.  For more information, please go to www.northstarhub.com.

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