The headline says it all: the number of Australian travellers who booked any part of their last holiday via mobile internet last year (511,000 people, or 3.8% of Aussies 14+ who took a trip) was more than four times the number (121,000) who booked by this method in 2011. While it has a long way to go before it comes close to booking online via a computer, the latest findings from Roy Morgan Research suggest that booking part or all of your holiday via mobile phone is only going to become more common.
So who’s doing it? No prizes for guessing that younger Australians are more inclined to use the method than those aged 50 or older: 7.2% of travellers aged between 18 and 24 and 6.3% of 25-34 year-old travellers booked at least part of their last trip via mobile internet, making them dramatically more likely than the average Aussie holiday-goer to do so.
In contrast, just 2.6% of the 50-64 year-old bracket and a paltry 1.3% of the 65+ group booked their last trip via mobile internet.
Aussies who booked any part of last trip via mobile internet: by age
Source: Roy Morgan Single Source (Australia), January – December 2015 (n=10,232).
Just like holiday-goers who use other booking methods, people who booked their last trip via mobile internet did not always book the same thing or use the same channels.
Nearly 40% of all people who used their mobile to book their last trip did so to reserve accommodation directly. Booking flights direct from the airline (32.6%) and using an online-only agency such as Webjet or Wotif (26.4%) were also popular among holiday-goers who booked via mobile phone.
People who used mobile phone to book last trip: where they made their booking
Source: Roy Morgan Single Source (Australia), January – December 2015 (n=311).
Angela Smith, Group Account Director, Roy Morgan Research, says:
“While a small minority of travellers used their mobile to book part or all of their last holiday in 2015, the numbers are creeping up. Currently, this booking method is considerably more widespread among young travellers , which is not surprising. Having grown up with digital technology, they are much more inclined than older generations to use it in all areas of their life – mobile-only banking and gambling via mobile are two other examples that spring to mind.
“It is interesting to note that travellers who went overseas on their last trip were more likely to book their holiday via mobile than those whose last trip was domestic: but then, overseas holiday-goers are more likely than domestic travellers to book their trip in general.
“As we saw in our recent spotlight on Airbnb, the Australian travel industry has been evolving and adapting to our increasingly digitalised society for years. Providing customers with the option of booking via their mobile phone — whether on a mobile-optimised website or an app — is simply another way in which travel agents, booking websites and airlines are doing this. But to ensure they reach the right audience with their mobile offering, they need to understand exactly who will use it, who might use it, and who will never be swayed….”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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