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According to, during your summer holiday you will spend more time playing with your smartphone than using a beach chair. The global study of 9,200 tourists across 31 countries reveals just how many people have chosen their phone as the most important travel companion. On average, we spend 2-2.5 hours per day sunbathing compared to 3 hours using a smartphone for taking pictures, checking emails, playing games, watching videos, reading news and using social media. Interestingly, 6% of voters spend more than 7 hours pre day engaging with their phone.

51% of people say that their smartphone is their primary source of information while being on holiday. As for the content people are searching for, it is, in a descending order: restaurants and food markets, local tourist attractions, maps and directions, discounts and deals, local beaches, and other. 31% of travellers will only choose a hotel it it provides free WI-FI and almost a fifth of participants is willing to pay for wireless internet access.

Social media rules our behaviour with smartphones. 64% admit to look at social media updates and almost a third sat that they comment on posts so they don't miss out on things while on holiday, away from it all. As to what kinds of apps people are using, social media is again taking the first place with 66%, followed by messaging apps (50%), maps and directions (43%), travel information (39%) and music (32%).

When it comes to maps and languages, over 50% of tourists use the map features on their phones to find their way around while away. Globally, 30-39 year olds use language translation apps the most of all age groups.

Other data harvested from the survey included information that on average people take three trips per yea and spend 11 nights in hotel rooms. 43% of people have booked hotel on mobile and 53% have made a same day hotel booking.

"For travelers the mobile effect begins with booking, as 43% of people in our study have booked a hotel on mobile," said Dan Craig, Senior Director of Mobile of the brand. "It's therefore no surprise that today's modern tourist is so reliant on their smartphone, and as technology is advancing it's becoming a more indispensable travel companion."


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