Almost all travelers who own a smartphone rely on their devices to enhance their travel experience in several ways, according to a new survey released today from the Consumer Technology Association (CTA)™. The study finds travelers use technology to provide easy access to information and directions, capture pictures and video, and stay in touch with family and friends.
“Americans now overwhelmingly use technology to enhance their travel – especially when it comes to vacations,” said Steve Koenig, senior director of market research, CTA. “From research and planning, to capturing memories and staying connected with loved ones, technology is now a fundamental travel companion. The future of vacations will mesh technology and data to enable more personalized experiences – a natural evolution, considering most Americans value their travel experiences so strongly.”
Survey respondents cited smartphones (64 percent), digital cameras (61 percent), tablets (27 percent) and laptops (17 percent) as the tech they use most on vacation. Additionally, almost half of respondents prefer a travel experience customized to their preferences, and more consumers are willing to share personal information for travel providers to create a more customized experience.
The survey found that prior to leaving home to enjoy their experiences, consumers are turning to technology to assist in their vacation planning more than ever before. When asked to comment on the survey results, B. Joseph Pine, author and creator of the term “experience economy,” shared, “Consumers recognize technology as a powerful vacation tool that can help plan and enhance the experience – leading companies will increasingly reduce technology intrusiveness and complications by weaving technology into the vacation experience so seamlessly that it recedes into the background.”
In the survey, 81 percent of respondents, dubbed the “Doers,” value experiences more than possessions. About 9 percent, the “Havers,” favor possessions, while 10 percent value both equally. Among the most valued experiences were time with family and friends (40 percent), experiencing new cultures (28 percent), visiting new places (22 percent), followed by adventurous activities (14 percent).
CTA worked with Integrated Insights, Inc. to explore consumer perceptions and opinions relative to experiences and tech, with an online study of 600 participants conducted Aug. 1-8, 2016. For more information, visit CTA.tech/research.
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