According to a study commissioned by
AsiaRooms.com and Lenovo consumers in Asia are the most
online-savvy in booking travel accommodation.
The survey findings are based on the responses of over 12,000
online participants in over 25 major international markets,
covering the Americas, Europe, the Asia Pacific region, and
Oceania. Respondents were demographically representative of the
internet-active adult population.
75% indicated that when it comes to booking
travel accommodation for leisure and business trips, reservations
have been done online (10% higher than global average) and
Singapore ranks the highest at 84%.
The study also aims to gain greater insights to
the travel booking habits of consumers globally which includes the
usage patterns of mobile devices. Amongst the markets surveyed, Asia takes the limelight and leads the global ratings in travel
bookings online, mobile searches, and mobile purchases.
The use of mobile devices for travel accommodation booking is
notably a rising trend in Asia. When surveyed, 59% of respondents
in Asia indicated that searching for travel accommodation online
via mobile ranks as their top usage. Asia came in 13% higher than
the global average, with Thailand ranking the highest at 65%
amongst the countries in Asia.
The second most popular activity
was to compare prices of travel accommodation online, with 50% of
the respondents from Asia stating they do so (10% higher than the
global average). An encouraging 33% of consumers in Asia have said
that they book travel accommodation via their mobile devices (8%
higher than the global average).
The study also revealed
that 58% of consumers in Asia are using their mobile devices to
make online purchases. 63% of consumers in Asia have also said
that they are likely to use mobile devices in the future for
making travel accommodation booking (10% higher than global
average). The top reasons quoted for respondents not wanting to
use the mobile device more often is that content is hard to see on
the mobile device (40%) and that the internet connection on mobile
devices is slow or unstable (35%).
connectivity is increasingly important for consumers in Asia as
found that 83% of the respondents own a mobile phone with internet
access (Wi-Fi access or/and mobile data/subscription plan). This
echoes the findings from Nielsenís latest report on mobile
penetration rates. Nielsenís report found that smartphone
penetration in Asia Pacific is booming, penetration in a number of
Asia Pacific markets have already surpassed those of the U.S. as
well as many European nations.
Terence Ng, Director, Global Ecosystem & Cloud
Services, Lenovo, said, "With Asia seeing a boom in smartphone
penetration rates, the usage of mobile devices whether for
accessing the internet, mobile commerce, online banking or
entertainment, will certainly continue to influence the lifestyle
habits of consumers. This presents greater opportunities for
Lenovo as we continue to pioneer innovative mobile devices, like
the latest Lenovo Yoga Tablet and Vibe smartphones, and for our
partnerships with leading lifestyle brands like AsiaRooms.com. It
is heartening to see consumers increasingly integrating mobile
devices into the various aspects of their lives and we will
continue our focus on creating the best devices and building our
ecosystem to provide new experiences for consumers"
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