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Travelers Usage of Phones vs. Tablets
This document discusses research on how travelers use smartphones and tablets differently for travel planning and experiences. It finds that smartphone ownership is higher among younger generations while tablet ownership is growing across all ages. Most smartphone users search for local information and businesses, while tablet users are more likely to evaluate options and book travel. Case studies show tablets have higher conversion rates for bookings. The recommendations are to design for the capabilities of each device, enable actions on smartphones, and support conversions for tablet users with visual content and touch navigation.
Travelers Usage of Phones vs. Tablets
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- 2. HOW TRAVELERS ARE LEVERAGING PHONEAND TABLET TECHNOLOGIES DIFFERENTLY FOR PLANNING AND EXPERIENCING TRAVEL.
- 3. LUCAS COBB VP, IntegratedPlanning @lucascobb
- 4. RESEARCH & BRANDDESIGN INTEGRATED PLANNING & EXECUTION ANALYTICS & MEASUREMENT
- 5. OUR AGENDA Ownership andUsage Research Observations Case Studies Recommendations
- 6. Portrait of AmericanTravelersSM 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 2012 Smartphone Ownership Own a Smartphone Generationally 54 Millennial 18-33 66% 32 Gen X 34-47 61% 23 Boomer 48-66 43% Matures 67+ 23% 2010 2011 2012 7
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- 9. TABLET OWNERSHIP 2012 Tablet Ownership Own a Tablet Generationally Millennial 18-33 28% 27 Gen X 34-47 32% 7 Boomer 48-66 23% Matures 67+ 20% 2011 2012 9
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- 12. „MOBILE‟ TRAVELER BEHAVIORS DIFFERBY DEVICE SHARING EVALUATIN SEARCHING FINDING SHOPPING BUYING G
- 13. SEARCHIN 57 G 41 Find restaurants or shops nearby based on specific criteria input Smartphone Tablet
- 14. FINDING 51 22 Navigate a destination using your phone / tablet GPS functionality Smartphone Tablet
- 15. EVALUATING 35 33 Look for ratings or reviews of hotels, restaurants or destinations, etc. Smartphone Tablet
- 16. SHOPPING 37 25 Comparison shop airfare & hotel rates Smartphone Tablet
- 17. BUYING 28 16 Book air travel or lodging Smartphone Tablet
- 18. SHARINGSharing 28 19 Share information, photos or videos about your travel experiences Smartphone Tablet
- 19. „MOBILE‟ TRAVELER BEHAVIORS DIFFERBY DEVICE SHARING EVALUATIN SEARCHING FINDING SHOPPING BUYING G
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- 21. 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
- 22. FLORIDA RESORT 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
- 23. CALIFORNIA RESORT 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)
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- 26. ENABLE ACTIONS FOR SMARTPHONE VISITORS 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
- 28. SUPPORT CONVERSION FOR TABLET VISITORS Highlyvisual 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
- 30. THANK YOU! LUCAS COBB @lucascobb www.MMGYGLOBAL.com
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Editor's Notes
- #6 Cover these areas. Questions are wlecome at anytime.
- #8 According to the just-released MMGY Global/Harrison Group 2012 Portrait of American Travelers™, smartphones are continuing to be our most trusted travel companions while tablets grow in ownership but wane as travel tools.Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 54% report owning a smartphone from which they access the internet. (up 21% from 2011)Across generations, Millennials (ages 18 – 33) report the highest smartphone ownership and usage at 66% versus 23% for Matures (age 67+).
- #9 The national average in the US smartphone owners reported by comscore Aug 1 is 47%.http://techcrunch.com/2012/08/01/comscore-us-smartphone-penetration-47-in-q2-android-remains-most-popular-but-apples-growing-faster/Travelers exceed this average by 7%
- #10 Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 27% report owning a tablet from which they access the internet. (up 20% from 2011). GenX (ages 34 – 47) lead the tablet market with 32% ownership and usage versus 20% of Matures.
- #11 While the increase in ownership on average and generationally is not necessarily surprising, though it is significant, the differences reported in travel related activities conducted between devices are.Web-based travel related activities with these tools are beginning to show signs of significant variance.
- #12 For those of us who own both, how many take them both everywhere you go? So what is the mobile divide? Well It’s not quiet as dramatic as the Continental Divide…
- #13 It’s the transition between primary activities on smartphones and activities on tablets. 5 phases which make up the ‘funnel’ if you will.
- #14 The most common behavior on both devices… the most common behavior on anything digital, it makes sense this is where we start. The difference is in what we are searching for and where we are when we do it.
- #15 Next in line is finding, which we coorelate with navigation or wayfinding. Directions, maps driven by proximity searches. Phones dominate this step.
- #16 Here we reach the point where behaviors begin to get more inline between device types. The act of evaluation, or using reviews and other content to help make a decision is occuring 30% percent of the time on both platforms.
- #17 Once the evaluation and vetting of options is done, though, the actual shopping behaviors occur more on tablets. Users may find what they want on their smartphone if it’s a specific thing, but they won’t spend as much time looking around for other options or price comparing.
- #18 Where tablet activities begin to pickup and a distinct usage pattern form is when the user shifts from searching and sharing and settles in to shop and buy. In 2012 37% of tablet users are shopping rates and 28% making the final booking via the device. Both of these measures are 12% higher than smartphone.Whether it’s because users are skeptical of phone commerce, or it just isn’t easy enough, they shift to the tablet to complete the purchase.
- #19 After it’s all said and done and the travel experience is in full swing, phones come back to the forefront. Sharing is also an activity that can occur at anytime in the purchase path and these devices are inherently social as all of us know who follow twitter or facebook remotely.
- #20 So, that’s the process and the divide. Lets look at some specifics industry observations and case studies from a couple of our clients.
- #23 Recently redesigned and launched
- #26 Content should be restructured for each interface. Responsive approach is one way. But not the only way. Use your analytics to understand what users are doing and cater your screen experiences appropriately
- #28 Montana – the majority of their search traffic
- #29 Generalize across divisions