Mobile phone apps are increasingly important in the holiday planning of young adults, according to newly-released research.
Almost 15% of 16-24 year olds use mobile internet access to search for holiday ideas, while 13% of 16-34 year olds check travel prices and 12% search for travel information on mobiles.
The research among almost 1,400 UK adults, conducted on behalf of media agency Total Media, found 44% of consumers happy to download a sponsored, travel-related app so long as it is free.
Interestingly, less than 10% used their mobiles to access Facebook while on holiday but more than half made a call home. Similarly, more than three times as many 16-24 year olds sought the opinion of a friend via text when planning a holiday as used mobile a app.
The study found substantial regional differences in behaviour, with 20% of people from London using their phone to find travel ideas but less than 2% from the North East.
This may reflect the fact that two of the top-five paid for-travel apps were for the London Underground and London buses, and two of the top-five free apps for Heathrow and the Tube.
The online research among 1,375 UK adults who had travelled for leisure in the last 12 months was conducted a year ago, but only released this week.