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Travelers are map app-happy

According to a February 2015 study, map apps ranked as the No. 1 travel-related apps used by US smartphone owners when on trips, cited by 45%. Traveler recommendation, airline and hotel apps were the only others to break double digits, though each was cited by fewer than one-fifth of respondents.
Map app usage was relatively even between genders, skewing slightly male, at 47%, vs. 43% of women. Respondents using smartphone map apps while traveling were most likely to be ages 35 to 44 (56%), followed by 55- to 64-year-olds (47%) and 18- to 34-year-olds (44%).

Other recent research highlights the general importance of digital maps. In a list of the top 10 travel websites among US internet users ranked by market share of visits in December 2014 from Experian Marketing Services, Google Maps saw the largest portion, at 13.40%. MapQuest landed in second with 4.44%. These led travel review and booking sites such as TripAdvisor, Good Life Review, Southwest Airlines and Expedia.

Among US smartphone users studied in October 2014 by Forrester Research, maps ranked third in share of time spent using apps, behind only Facebook and YouTube. And Nielsen found that the Google Maps app had nearly 80 million unique US smartphone visitors on average between January and October 2014—when it was up 26% year over year.

Get the full story at eMarketer

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