A recent survey revealed that 60% of travelers  would rather use social media than a direct ring to contact their family back home when traveling. Social media topped all possible means of communication, like phone or email. Gone are the days when people dial in the number of their loved one and tell them that they have already landed, or reached the hotel. Today, a person would rather log in to social networking sites and post a “shout-out” on their whereabouts. This way, family and friends are notified all at once (if they pay attention to your social media updates, that is).

For this survey, around 4,024 respondents from the United States, United Kingdom and China were surveyed by StudyLogic. Other glaring numbers suggest that social media has now defined the lives and how we communicate to each other.

It is important to note that about 36% of the respondents say that they would rather share their happy moments and achievements in social networking sites rather than call their loved ones.   Not surprising, considering the latest Hitwise report, showing Facebook’s 25% domination of social networking traffic.  The same study shows 77% access Facebook and other social media daily, and 33% logs in several times a day.  Of the 4,024 respondents, 39% cannot live without these social media. Almost 20% still manages to log in to social media sites and check for updates even when traveling. When planning for holiday trips, around 64% said that they would utilize social media to create itinerary.

The same outcome was harnessed by Sheraton from their commissioned survey. This alone triggered $6 billion revamp in their key business model and their lounges now are designed like a social media hub. Today they are utilizing “Link@Sheraton” to propel reservations and bookings. Half of their guests presently have accessed their virtual facilities via social media.

This study shows how significant it is nowadays to watch out for the growing dependence of people to social media. Another study finds similar trends towards the growing demand for accessing social media while traveling: JiWire reports a comprehensive view of the spiking growth of public WiFi sector. Since  smartphones and connected devices are spreading like wildfire, demand for public WiFi is being pushed by the biggies like Google.

It is also important to note that with this uphill trend, marketing and advertising strategies should now be concerned with their presence across these platforms, especially during the holiday travel season.  In Millennial Media’s latest S.M.A.R.T report, it named the top 3 mobile phone brands: Apple claims the top spot, RIM (makers of Blackberry) phones and Motorola clinched the 2^nd and 3^rd spot respectively. With top mobile applications like games and social networking features, players at the bottom should be able to find ways on pounding on these two drivers.