Mobile Shopping and Sharing Soars Across Markets

The rapid adoption of mobile devices, the rise of social networking, the myriad device and channel options have all added to the growing complexity of the travel search, shop, buy process.

A new Phocuswright report provides a detailed overview of how travelers in eight key markets are navigating the evolving trip life cycle.

Mobile is playing a big role in influencing purchase decisions – but mobile shopping and sharing are having a larger impact than mobile booking, which remains in the single digits in most markets.

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Metasearch has experienced a big jump in popularity across markets and is the most popular flight-shopping channel in the U.K., France, Germany and Russia. But travelers don’t seem to fully understand the value proposition. When asked to rate different types of websites on flight/hotel options, metasearch was often rated behind OTAs and, sometimes, suppliers.


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Millennials are driving online travel adoption in emerging markets: More than half of online leisure travelers in China, Brazil and Russia are age 18-34. Mobile shopping and sharing is highest in markets dominated by these young, tech-savvy leisure travelers.

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Purchase Phocuswright's Search, Shop, Buy: The New Digital Funnel to understand and leverage traveler planning behavior in relation to devices and attitudes toward key channels.