58% of travellers use mobile devices to plan road trip

Anne Freier

In Mobile Advertising. September 30, 2019

Travellers are increasingly relying on mobile phone data whilst travelling. Since 2017, the requirement to have data access whilst on the go has risen 7%. That’s according to a study by AdColony published in the summer.

A survey of 400 respondents aged 18 to 75 years found that at least 44% of respondents were planning a road trip in 2019. Over half (58%) of users are using their mobile devices to plan a route whilst 41% find fun things to do and 38% use their phones to check out accommodations.

Finding fun things to do emerged as one of the top concerns among those taking a road trip.

38% of Millennials use social media during a road trip with Instagram and Snapchat emerging as popular sites for social media engagement.

The majority of respondents across all ranges prefer to talk to others whilst driving in a car, with the exception of 18 to 24-year-olds and (surprisingly) 55 to 64-year-olds who prefer to play games on their mobile devices. Social media use and game playing drop considerably with advanced age.

Millennials juggle the greatest number of activities whilst on the road with an average of four activities performed at once. Gen Xers are more likely to play games than use social media or listen to music whilst on the road.