turespañaoet berlín manuel butler 1 der spanische tourismus im online-markt manuel butler halter...
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Turespaña OET Berlín Manuel Butler
1Der Spanische Tourismus im Online-Markt
Manuel Butler HalterDirektor Spanisches Fremdenverkehrsamt
Teneriffa, den 8. April 2011
Turespaña OET Berlín
German on line travel market.2
On line in Germany: main data. 1
Online ad campaign “I Need Spain”3
2
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Highlights By Country
Turkey has highest % of mobile internet users: 21%
Highest online penetration in Norway: 86%Netherlands: 84% Denmark: 84% Switzerland: 84%
Italy show highest growth from 2008: Up 15%UK: 14% Spain: 10% Norway: 9%
Germany has highest internet population: 43.8mRussia: 42.4m France: 36.2mUK: 37.3m
UK: 20% Sweden: 20% Switzerland: 18%
Source: European Interactive Advertising Association (EIAA) . It was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry.
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Germany – The facts
43.8m online (62%)2% since 2008Europe: 54% / index: +15%
28.1m have broadband (39%)Europe: 45%
15.9m are wireless (22%)36% from 2008Europe: 23%
5.0m access via mobile (7%)Europe: 14%
*Average time spent online per week: 10.7 hrs(Europe: 12.1hrs)
*Proportion online on desktop computer every day: 51%(Europe: 53%)
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People in Germany are online more…
10m are heavy internet users
35% among 16-24s
36% among 25-34s
21% among 35-44s
73% online 5+ days a week
23% of all German internet users
Keeping in touch
Holidays / travel
Manage money
Health information
Better product
/service choice
Local gov’t information
Environmental issues
Follow favourite brand
Manage life changes
63% 43% 37%
35% 34% 27%
27% 19% 13%
And how are they more empowered…
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet? Base: All Europe (15) internet users:7162, Q4. In a typical seven day week, on how many days do you use the internet? Base: All Europe 915) internet users:7162, Q20c. Which of the following do you do you feel you have been able to do more of as a result of using the internet Base: All Europe (15) internet users 13,333.
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The youth are driving use of Internet on Mobiles
6.6hrs average time spent per week by 25-34s
39% of 25-34s online 7 days per week
Q1a/2a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you.. Use the internet via a mobile phone or PDA device ? Base: All Europe (15) 25-34:2115, Q4. In a typical seven day week, on how many days do you use the internet via a mobile phone or PDA device?Base: All Europe (15) Mobile Internet users: 25-34s:441,Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?Base: All Europe (15) Mobile Internet users 25-34s:441,
Germany 9.0hrs
Germany 31%
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Key thoughts…
Wireless broadband users on up resulting in greater mobility for internet users
People are accessing the internet on their mobiles, for an average of 1 hour every day
Rise in laptop ownership is driving media convergence with more and more people using internet whilst watching TV
Internet continues to be a popular source for entertainment and leisure
Turespaña OET Berlín
German on line travel market.2
On line in Germany: main data. 1
Online ad campaign “I Need Spain”3
2
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Bookings on Internet
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Country Offline Online
Spain 35,5 36,3
Turkey 18,3 25,2
Greece 7,8 8,4
United States 3,1 0,3
Bulgaria 2,5 2,5
Dom. Republic 1,9 2,4
Sales Euro % of destinations, bookings until week 8/2011*
*including flightSource: GfK
Country shares offline vs online
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Country Men only
Women only
Couples Families
Spain 45,7 40,7 36,4 33,8
Turkey 16,3 23,9 21,1 34,1
Greece 3,3 6,6 8,8 9,6
Bulgaria 3,9 2,3 1,4 3,2
Dom. Republic
3,2 1,6 3,1 1,1
Sales Euro % of destinations per target group, bookings until week 8/2011*
*all bookings including flightSource: GfK
Country shares by family size
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Our target in Germany: LOHAS
Turespaña OET Berlín
German on line travel market.2
On line in Germany: main data. 1
Online ad campaign “I Need Spain”3
2
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> Strategischer Marketingplan
> Strategie Online Kampagne: Was wollen wir erreichen? Beteiligung
> Es gibt einen neuen Typ des Reisenden, dessen Entscheidungen in erster Linie auf der Kenntnis der von anderen gemachten Erfahrungen beruhen.
Turespaña OET Berlín Manuel Butler
Externe links Social Media links
Innere such
Video Carrousel
> Brand Channel Youtube
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> Beteiligung: Social Media Channels
> Verwicklung der Spanischen Fremdenverkehrsämter im Management der Medien.
Turespaña OET Berlín Manuel Butler
> Ideale Reisebegleiter- Great Cities App
für Apple und Android
Tast
e Spa
in
> App für Ipad
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> On-line Kampagne Brand-Ambassadors
Weltberühmte Spanier + Unbekannte E-ambassadors
+
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> Strategischer Marketingplan> I Need Spain Webseite
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> Strategischer Marketingplan> Ineedspain.com: Wikimagazin
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GEO.de und TURESPAÑA präsentieren ein gemeinsames eBooklet mit dem Titel „Spanien für Entdecker“
eBooklet umfasst das Gewinnspiel „Spanien für Entdecker“ mit attraktiven Preisen (Spanien-Reisen)
Animation: Schatzsuche-Tool mit aufwändiger interaktiver Oberfläche (Karte: Festland Spanien mit Inseln)
die User „lernen“ interessante Fakten über die Kulturgeschichte Spaniens und beschäftigen sich mit touristischen Highlights des Landes
eBooklet „Spanien für Entdecker“ – mit Schatzsuche-Tool
Spanien für
Entdecker
Turespaña OET Berlín
¡¡GRACIAS!!