Travel-related mobile phone activity while on holiday has doubled in the last year, according to Frommer’s Unlimited. The company’s survey of 1,700 people found that 52% of holidaymakers would access travel information while they were travelling, compared to 27% last year. Information about nearby attraction, restaurants and shops was the most popular function (57%), followed by key phrases in the local language (55%) and offers (51%). Users also looked up itineraries and walking tours; found out local etiquette and customs and downloaded currency converters. As expected 72% of the 18-34 market said they accessed mobile content while on holiday, with a growing interest in etiquette-based information. “The rise of the smart phone and the launch of the iPad since our last survey have clearly led to a more prominent demand for mobile content. Consumers are expecting instant, sophisticated travel content and, more often than not, they are relying on this content to guide them through an unknown destination,” said Giles Longhurst, EMEA director at Frommer’s Unlimited. “Businesses need to respond to this by bypassing the gimmicks and offering reliable and trustworthy mobile travel content that can offer immediate up-to-date answers to the questions that consumers have when on holiday.” Respondents of the survey were said to have been inspired by things to do when selecting a holiday destination (92%) and 80% were encouraged by travel websites. Meanwhile in the social media verse, 36% of participants said they would be influenced by social media and around of third share travel photos or experiences on Facebook when they return home. To view the full report, visit www.frommers.biz/research.