Facebook has released a new study showing how smartphones are powering the path to purchase.

Mo' money

The study from Facebook IQ analysed data from Facebook and Instagram, matched against a survey of 2400 people aged 18 – 64 who had booked a business or pleasure journey in the past three months.

It turns out many of these trip weren't spontaneous. The average journey was the result of 56 visits to travel-related digital touchpoints. 

Long and winding road

The majority of respondents (85%) used their smartphone when planning a trip, compared to 63% for desktop and 38% for tablet.

Interestingly, 64% used multiple devices, and almost half of these were more likely to book with providers who let them book across devices.

Itchy feet

Video was the most popular vehicle for inspiring travel ideas (53%), followed by Providers (42%) and Peers (40%).

Once the holiday has begin, users find Facebook hard to kick. The average respondent spent five times longer on Facebook than travel-related apps and websites.

Users posting the #travel hashtag on Instagram visit that platform an average of 20 times per day.

Walkabout

Over a third (38%) of travellers who researched their trip on mobile, booked their trip on mobile.

Close to half said they want more personalised communication from providers, while 43% said they prefer to deal with providers via messaging than over the phone.

To find out more visit insights.fb.com.