Desktop still rules online travel in Singapore

Desktop is by far the dominant channel in Singapore for searching and booking travel, according to Kayak.

For searching and inspiration, 69% of Singaporeans use their computer, 21% use their smartphone with 8% using tablets. However, firms with an eye on the medium-term should note a significant demographic bias towards smartphone search, with 31% of the 18-24-year-olds in the sample searching in this way.

There isn’t a directly comparable stat for bookings, although one-in-four people from Singapore under the age of 35 are booking travel on smartphones compared with an average across the sample of 17%. Overall 74% are booking using their computer with 7% booking on tablets.

Kayak suggests that this shows that Singaporeans are not the most flexible and/or spontaneous of travellers.

Quite a lot of the report looks at how patterns have changed in the past ten years, thus comparing a world without smartphones to today’s multi-device landscape. So there is little surprise that most things have changed dramatically since 2006 – people book more online, refer to social media more often, check in online more frequently.

But one aspect of travel which hasn’t changed is why people travel. Relaxing, eating out and entertainment are slightly more popular today than ten years ago while sightseeing and shopping were more in vogue in 2006, but only just.

One bang-up-to-date concept in the report is the idea that there is now a material difference between users of particular platforms. This allows Kayak to create traveller profiles based around desktop users, Android users and iOS users.

But having created the profiles, there is not much difference, other than price point, between the three. When looking at the top ten destinations for Singapore travellers, iOS users spend an average of SGD309 ($204) on flights, Android users SGD220 ($148) and desktop users SGD291 ($211).

Click here to read the report in full.

NB Image by Pixabay



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Martin Cowen

About the Writer :: Martin Cowen

Martin Cowen is contributing editor for tnooz and is based in the UK. Besides reporting and editing, he also oversees our sponsored content initiative and works directly with clients to produce articles and reports. For the past several years he has worked as a freelance writer, specialising in B2B distribution and technology. Before freelancing, from 2000-2008, he was launch editor for, the first online-only B2B daily news service for the UK travel sector.



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