Half OF UK holidaymakers are ignoring their smartphone while away, according to the World Travel Market 2011 Industry Report, released today.
More than 1,000 Brits who had taken a holiday of at least seven days holiday were polled for the survey, of which 52% said that they did not use their smartphone.
Roaming charges were the main reason for not using phones overseas, despite attempts by mobile network providers to market international deals and offers.
However, a further 39% said that smartphones were ignored “because there are alternative things to fill my time”.
There is a hardcore of travellers who take their UK phone use patterns overseas. Despite the roaming charges, a significant minority said that they accessed apps (16%), browsed the web generally (15%) or even posted directly onto social media sites (12%).
The mobile industry should also be aware the market for new phones is not a widespread as thought, with only one-third (37%) of the total sample having bought a new smartphone or mobile device over the past twelve months. One in five said their current device does not access the web.
Furthermore, the travel industry needs to reassess whether consumers’ current interest in mobile is as great as imagined. Only 14% accessed travel websites via their mobiles while researching their 2011 break, with 3% only making a booking. Only 9% said they would consider booking their break next year via their phone.
Over the medium term, there is the possibility for significant growth. Nearly three in ten (28%) said that they would considering booking from a phone, although this still leaves more than seven out of ten with no interest in transacting this way.
Reed Travel Exhibitions Director World Travel Market Fiona Jeffery said; “The findings about mobile are similar to our revelations about social media. Mobile is not as prevalent as imagined, but the potential for growth over the next five years is still strong. And it would be dangerous to ignore the minority of travellers who want to use their smartphones overseas.”
“It is also reassuring that at least half of the UK travellers are deciding their holidays should be free from the temptation to keep in touch with the office and are actively deciding not to check their emails or text friends at home,” Jeffery added.
