Greystripe Study Shows Increasing Use of iPads as Travel Tool
By Kate Rice
September 28, 2011 4:28 PM
Nearly two-thirds of iPad users are frequent travelers, according to a new study which shows that 60 percent of users have booked travel with the device, and 93 percent regularly use the device while traveling. Popular uses include everything from booking flights, to getting directions, to finding the best local restaurant.
The study by mobile advertising network Greystripe, a division of ValueClick, on the use of touch smartphones and iPads in travel found that while nearly all touch smartphone and tablet users use their device while traveling, iPad users are more likely (60 percent) than iPhone and Android users (49 percent) to use their device to make a travel booking. These results correspond to the boom in travel-related mobile ad campaigns in the Greystripe network, which has grown 49.2 percent in the past 12 months.
Greystripe collected the data from 971 users on its expansive network of iPhone (including iTouch), Android and iPad devices from June to July 2011. The study took an in-depth look at how iPads, iPhones (including iPod Touches) and Androids are used by frequent travelers throughout the travel process, for everything from planning a vacation to how they use their devices while traveling. The study found iPads are especially vacation and business travel-friendly -- 91 percent of iPad users have used their device for a travel-related activity of some kind.
Forty-seven percent have used their iPad to book a hotel, 37 percent have used it to book a flight, 28 percent have used it to make a restaurant reservation and 24 percent have used it to rent a car. Greystripe found that both iPad and touch smartphone users are more likely to use the mobile web for their travel needs than apps.
Sixty-nine percent of iPad users compared to 60 percent of smartphone users have used the mobile web to book travel, get travel information or research local attractions, restaurants and activities. Fifty percent of iPad and 52 percent of smartphone users have used apps to book travel, get travel information or research local attractions, restaurants and activities.



