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comScore:2012年2月移动旅行预订用户行为

根据comScore发布的报告,智能手机正在成为越来越多的美国人口袋中的旅游出行助理。

在截至到2012年2月份的前三个月中,51%的智能手机用户在手机上访问航空或旅馆内容,4/5的移动旅行预订用户同时访问航空和旅馆内容。在规划旅行和旅行途中,用户最常用的和机票相关的功能应用如下图所示:

Top Mobile Air Activities while Planning a Trip or Traveling During Previous Three Months
February 2012
Total U.S. Smartphone Subscribers Ages 18+ 
Source: Custom Mobile Travel Advisor Survey
% of Smartphone Owners
查看机票价格Checked airfare prices 26%
寻找电话号码Looked up a phone number (i.e. airline) 25%
查看航班时刻表Looked at flight schedules 25%
了解航班状态Checked a flight status (arrival/delays) 25%
查看机场信息Looked up airport information 24%
办理登记Checked in for a flight 21%
接收航班信息通知Received price alerts for flights 19%
预订机票Booked a flight 18%
通过短信接收航班状态信息Received SMS alerts for a flight status 17%
跟踪托运行李状态Tracked the status of a checked bag 13%
取消机票Cancelled a flight 10%

而和酒店相关的手机活动则如下图所示:

Top Mobile Hotel Activities while Planning a Trip or Traveling During Previous Three Months
February 2012
Total U.S. Smartphone Subscribers Ages 18+ 
Source: Custom Mobile Travel Advisor Survey
% of Smartphone Owners
查看酒店位置和方向Looked up hotel address/directions 29%
查看/研究宾馆周边的好玩信息Looked up/ researched attractions/ things to do at my destination/near my hotel 23%
查看住宿周边的美食Looked up/researched places to eat at my destination/near my hotel 22%
阅读酒店评论Read a hotel review 22%
比价和查看预订状况Compared hotel prices & availability 21%
订房Booked a hotel room 18%
接受价格提醒Received price alerts for hotels 18%
研究酒店周边的交通情况Looked up/researched ground transportation at my destination/near my hotel 17%
取消酒店预订Cancelled a hotel reservation 10%

男性和年轻用户更可能消费旅行预订内容

下图是智能手机旅行预订用户特征:

Demographic Profile of Smartphone Travel User
February 2012
Total U.S. Smartphone Subscribers Ages 18+ 
Source: Custom Mobile Travel Advisor Survey
% of Mobile Travel Smartphone Audience % of Total Smartphone Audience
Gender:
Male 62% 52%
Female 38% 48%
Age:
18-24 21% 17%
25-34 33% 25%
35-44 24% 21%
45-54 11% 16%
55-64 8% 9%
65+ 4% 6%
Household Income:
<$25k 7% 11%
$25k to <$50k 23% 20%
$50k to <$75k 22% 19%
$75k to <$100k 23% 16%
$100k+ 26% 34%

 

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