Visitor insights highlight why mobile-friendly business information matters
Visitor Insights: Smartphone use on holiday
In the 2025 annual consumer research, we explored how visitors use smartphones while on holiday and what this means for tourism businesses.
The top five uses were:
- Checking the weather – 67%
- Sharing photos of places with friends and family – 57%
- Opening maps: wayfinding and places to visit – 56%
- Showing a ticket/boarding pass – 46%
- Finding general tourist information – 46%
Our age and gender segmentation analysis showed that behaviour was broadly similar across groups.
One notable difference was that younger visitors (aged 18-34), were more likely to use their smartphone to book a taxi or Uber than older age groups.
How to use these results?
These findings highlight the importance of making digital information easy to access on a smartphone. For tourism businesses, this means ensuring websites are mobile friendly and that key details such as opening times, location and booking information are clear, up to date and easy to find.
Consider these points:
- Does your website display properly on a phone screen.
- Is the text easy to read without zooming.
- Are the buttons and menus easy to tap.
- Is the key information quick to find.
- Are booking or enquiry forms simple to complete on a phone.
- Are maps, directions and ticket details accessible on mobile.
You can explore the full annual consumer research results by following the link below.
Sign-up
Your go-to resource for the latest news, insights and updates for tourism and hospitality businesses across Aberdeen and Aberdeenshire. Stay informed about events, workshops and opportunities to help your business thrive in the region’s vibrant visitor economy.
