A study of 2,000 US smartphone owners has found they are more likely to book a hotel room using the mobile than an app. Millward Brown Digital produced the report and found that 44% of the sample had booked a hotel room in the past six months with 15% doing so using their phone. The total 'researching and booking' on their phone comes in at 22%. Nonetheless, desktop remains the dominant channel. The headline finding is that of those who do book using a phone, 29% prefer to use an app, 43% prefer the mobile web and 28% have no specific preference either way. People aged between 35-44 are the most likely to use a smartphone to book a hotel, while regular travellers are more likely to book via an app whereas occasional travellers will use the mobile web. Find out more.