#TravelwithTwitter: Twitter users and summer holiday tweeting

By Gordon Macmillan
Wednesday, 4 June 2014

Twitter is a mobile platform and increasingly wherever our users travel they take their Tweets with them. That means come the summer, as the vast majority of UK users pack their travel bags, 71% say they will be tweeting about their holiday.

That’s one of the results from a new study from @ResearchNowUK*, which found that nine out of ten UK Twitter users are going on holiday this summer.

On holiday, Twitter is how our users like to stay connected with friends and family — the research found this is the top reason for accessing Twitter while away (57%).

Users in the UK use Twitter for much more than staying connected though. For instance, @ResearchNowUK found that half of all UK users say they will be using Twitter to share pictures and to keep up with the news when on holiday. In particular, sports fans will have much to check Twitter for as they keep themselves updated with what is shaping up to be a summer of sport. The action from the 2014 World Cup, Wimbledon, the Common Wealth Games and the Ryder Cup will all play out live on Twitter wherever users are checking in.

Other ways that many users like to use Twitter on holiday is to look for local information (46%) and restaurant recommendations, which was mentioned by 1 in 4. As one respondent put it, Twitter is “It’s like having a tourist information centre at your finger tips”.

It’s like having a tourist information centre at your fingertips.

Respondent to @ResearchNowUK study

Whether it is home or away, UK Twitter users still like a good deal. It is one of the reasons why so many follow brands, as we revealed earlier this year. One in seven told @ResearchNowUK that they look for special deals while on holiday. Of those, 91% look for discounts while 68% seek out freebies.

The top deals holidaymakers are on the lookout for are restaurants (79%), tours (75%), shopping (63%), and hotels (48%). The range of deals those going on holiday are looking out for highlights how businesses can use Promoted Tweets with their precise targeting to advertise offers in the run up to holiday season — users are listening.

Across Europe

We found similar results across Europe in terms of use of Twitter while travelling. Italy and Spain lead in Europe with 78%, followed by France on 70% Germany 67% and the Netherlands 50%.

You can find more details of how European users engage with Twitter in these infographics: France, Germany, Italy, the Netherlands and Spain.

#TravelwithTwitter: Twitter users and summer holiday tweeting

*@ResearchNowUK conducted research in May 2014 on behalf of Twitter among more than 6,000 Twitter active users in France, Spain, Germany, Italy, the Netherlands and UK.