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Facebook Study: Smartphones and the path to purchase

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.

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Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
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Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
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SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
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Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
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