The Frommer's Unlimited 2011 Digital Travel Content and User Experience Consumer Survey revealed that of the 1,700 respondents in its survey, 52% said they were most likely to access travel information on their mobile devices when travelling compared to 27% in 2010.
Frommer's Unlimited, the B2B business of Frommer's®, a branded imprint of Wiley, also found that respondents aged between 18 and 34 are the biggest advocates, with 72% of this age group accessing mobile travel content on holiday, compared to only 48% in 2010.
The top six types of mobile travel content that consumers want when on holiday are seeing points of interest like attractions, restaurants and shops on a map (57%), followed by key phrases in local languages (55%), local offers (51%), itineraries and walking tours (50%), local etiquette and customs (49%) and tipping and currency converters (45%).
Interestingly, the 18-34 age bracket expressed an increased interest in accessing information related to local etiquette and customs, and it ranked as the third most important type of content for this age group.
Giles Longhurst, Frommer's Unlimited's director Europe, Middle East and Africa attributed the growing demand for mobile content to rise of the smartphone and the launch of the iPad.
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