travelers usage of phones vs. tablets

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?