Mobile Study: Booking Behaviour on Mobiles and Tablets

UX & CX Content Collection

Mobile & Tablet Usability of Holiday Websites

People looking for holidays online do not only visit a website to seek inspiration for their next trip abroad.

According to a recent study conducted by Google, 67% of online shoppers start their customer journey on their smartphone, but complete a purchase on their desktop computer. The majority of mobile purchases, 81%, are made spontaneously.

How does this multi-device behaviour influence the Mobile Customer Experience?

Mobile Usability Research Travel Websites

In this mobile study our UX researchers analysed how the mobile device type affects the buying behaviour of users looking for holidays online. As part of two different user groups, 360 smartphone and tablet users from 3 countries conducted 2 tasks on one of 9 holiday websites.

120 participants from the UK, from Germany, and from Spain tried to find a 4-star hotel in the center of Paris including a parking space and a 7-day cruise to Greece starting in Barcelona. The travel dates were given to the users and the task success was validated by means of a questions. Apart from that, both tasks were open.

Mobile Holiday Seekers can not find what they are looking for

The study results show, that screen size is not as influential in succeeding in a task. It is more important to offer accessible and visible information to mobile holiday seekers in every channel they consult throughout their user journey. Study participants not only complained about limited filter options during their hotel and cruise search regarding the part of the city or harbour they wanted to leave from. The site search also didn´t help them to find out, whether additional services such as the parking space or entertainment on board were for free or not.

A Multi-Device Experience is not provided

As one of the greatest booking barriers the study identified the issue, that some holiday websites offer mixed and changing content depending on whether users consult information on a mobile web, tablet web, App, or the general website. Some of the mobile phone users started their journey on a mobile optimised homepage, but as soon as they navigated to a sub-page the navigation changed to a desktop version. And while tablet users could see a cruise icon on their page, it wasn´t displayed to mobile phone participants. Resulting in the fact, that for this holiday website tablet participants achieved a much higher task success and user satisfaction rate than users who tested the same site on their smartphone.

A poor Mobile Experience due to changing information and limited access to information or poor filter and search options can lead to loosing a sale entirely.

Find out which holiday website performs best. Download the whole study.

Tested Brands

  1. United Kingdom: Virginholidays, ebookers, travelsupermarket
  2. Germany: Travelscout24, Weg.de, Ab in den Urlaub.de
  3. Spain: Rumbo, Viajes El Corte Ingles, Logitravel

Download Whitepaper