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ELEARNING UNIVERSITYTHE MOBILE DIVIDEOctober 18th, 2012
HOW TRAVELERS ARE LEVERAGING PHONE AND TABLET TECHNOLOGIES DIFFERENTLY FOR PLANNING AND EXPERIENCING TRAVEL.
LUCAS COBBVP, Integrated Planning
@lucascobb
RESEARCH & BRAND DESIGNINTEGRATED PLANNING & EXECUTION
ANALYTICS & MEASUREMENT
OURAGENDA
Ownership and Usage Research
Observations
Case Studies
Recommendations
Portrait of American TravelersSM Methodology
The information presented in this report was obtained from online interviews
with 2,527 active leisure travelers conducted during February and March, 2012:
Adults (> =18 years of age)
Reside in the United States
Annual household income >= $50,000
Have taken at least one leisure tip of 75
miles or more from home requiring
overnight accommodations during the
previous 12 months.
7
SMARTPHONE OWNERSHIP
23
32
54
2010 2011 2012
Own a Smartphone2012 Smartphone Ownership
Generationally
Millennial 18-33 66%
Gen X 34-47 61%
Boomer 48-66 43%
Matures 67+ 23%
47%U.S. avg.
9
TABLET OWNERSHIP
7
27
2011 2012
2012 Tablet Ownership
Generationally
Millennial 18-33 28%
Gen X 34-47 32%
Boomer 48-66 23%
Matures 67+ 20%
Own a Tablet
21%Own Both
Mobile
Divide
SHARING
BUYINGFINDINGSEARCHINGEVALUATIN
GSHOPPING
„MOBILE‟ TRAVELER BEHAVIORS DIFFER BY DEVICE
57
41
Find restaurants or shops nearby based on specific criteria input
Smartphone Tablet
SEARCHIN
G
51
22
Navigate a destination using your phone / tablet GPS functionality
Smartphone Tablet
FINDING
3533
Look for ratings or reviews of hotels, restaurants or destinations, etc.
Smartphone Tablet
EVALUATING
25
37
Comparison shop airfare & hotel rates
Smartphone Tablet
SHOPPING
16
28
Book air travel or lodging
Smartphone Tablet
BUYING
Sharing
28
19
Share information, photos or videos about your travel experiences
Smartphone Tablet
SHARING
SHARING
BUYINGFINDINGSEARCHINGEVALUATIN
GSHOPPING
„MOBILE‟ TRAVELER BEHAVIORS DIFFER BY DEVICE
OBSERVATIONS &CASE STUDIES
LOCAL SEARCH DRIVES ACTIVITY
95% of Smartphone users search for local information
88% of those searches result in an “action” within a
day, presumably to visit a website or an actual venue.
77% have conducted business after using mobile
search for local information,
61% calling and 59% visiting the premises of a local
business.
Per google, 19% of all hotel queries are being
searched on mobile devices.
Tnooz, May2011
FLORIDA
September 1 – October 15
60% visitors to site are in market
Overall traffic is 24% Phone or Tab
10% Tab
14% Phone
71 Bookings
70 Tab
1 Phone
RESORT
CALIFORNIA
Sept 1 – Oct 15
26% Overall Visitors
(Phone or Tab)
60% Smartphone
66% from California
47% from San
Fran, Oakland, San Jose Metro
431 Calls
712 Directions
5 Bookings
40% Overall is Tab
46 bookings
2x conversion rate of phone
87% same day conversions
(visit and book)
RESORT
RECOMMENDATIONS
DESIGN A COHESIVE EXPERIENCE
Informative and easily actionable
content and layout
Service oriented
Post-transaction support
Directions, phone numbers, maps
Transportation and area information
Location aware and contextual
Recognize local versus other traffic
Promote reasons to visit
(events, activities, specials)
Search optimized
ENABLE ACTIONS
FOR SMARTPHONE
VISITORS
Highly visual design
full-screen photos, video embeds
Simplified, touch friendly navigation
with clear calls-to-action
Social extensions
integrate reviews, UGC
integrate channel feeds
ask for connections
Recognize visitors may already know
about you and are ready to commit
SUPPORT
CONVERSION FOR
TABLET VISITORS
LUCAS COBB@lucascobb
www.MMGYGLOBAL.com
THANK YOU!
QUESTIONS?