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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary
Multi-Screen Study:
Eye For Travel Patrick McInerney
June 2014
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
My Presentation
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Background & Methodology
Cruise
Air travel
Car rental
Accommodations/hotel
*Research conducted in mid 2013. Note: All participants were screened in on general smartphone usage and use of Internet as a resource for
travel-related information. Our study combines computers and tablets because research shows that behaviors on these two devices are beginning
to look similar.
6 Months
Online survey
5,008
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Key Takeaways
Travel planning is a multi-screen
activity
Travelers access search engine,
social networking, map, and online
video sites/apps across
all screens
1
Smartphones allow travelers
to be more spontaneous
and flexible
Travel planning and booking on
smartphones has potential to
increase, and will do so as we see
improvements in device and mobile
site functionality
Few travel activities are
device-specific, with both broad
and focused activities completed
on all screen types
Sequential screening is prevalent for
most travel activities, with the
common path being between
computer and smartphone
Primetime for travel planning on
computers/tablets is in the evening,
while on smartphones it’s in
the afternoon
Travel-related ads garner strong
recall and actions when viewed on
smartphones
4
3
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
The Internet is used across all phases of travel planning
– and nearly always during research and purchase
The time when you
identified you wanted or
needed to book travel.
INSPIRATION
The time when you actively
looked and researched your
trip or travel plans.
RESEARCH
The time when you
booked your trip.
PURCHASE
Any behavior you may have
participated in during your
trip.
EXPERIENCE
Any behavior you may
have participated in after you
took your trip.
POST-TRAVEL
74%
97%
95%
71%
67%
Internet Usage Across Travel Phases
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Please think about how you used the Internet to
gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
Travelers rely on the Internet most heavily
for information: navigation, pricing, and reviews Online Travel Activities
Looked up maps or directions 67%
Looked for or compared pricing information
Looked up a restaurant/hotel… at my destination
Looked up my booking or itinerary information
Looked for travel promotions or deals
Read reviews (of other travelers, professionals)
Looked for destinations to visit or vacation ideas
Checked into my hotel, flight… / Used a digital ticket
Communicated about my trip on a social network
Checked or redeemed my loyalty program points
Made changes to my reservation/booking
Requested info be sent to me about an upcoming trip
Downloaded a travel-related app
Watched or posted travel-related online video
66%
62%
60%
58%
55%
54%
45%
34%
32%
25%
24%
21%
15%
NET: Pricing,
promotions
or points
82%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Which of the following activities, if any, did you engage
in online in the last 6 months for your personal or leisure travel planning/booking?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
For travel planning and booking, search engines
are the leading source of information
Brand, company
sites or apps
39% Price comparison
Travel sites or apps
37% Review sites
or apps
36% Social networking
sites or apps
30%
Search Engines
59% Online travel agencies
51% Map sites or apps
51%
Online Sources of Travel Information (Any Device)
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Which websites or applications ("apps") did
you access in the last 6 months for your personal or leisure travel planning/booking?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone
usage.
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
For travel planning and booking, search engines
are the leading source of information
Brand, company
sites or apps
39% Price comparison
Travel sites or apps
37% Review sites
or apps
36% Social networking
sites or apps
30%
Search Engines
59% Online travel agencies
51% Map sites or apps
51%
Online Sources of Travel Information (Any Device)
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Which websites or applications ("apps") did
you access in the last 6 months for your personal or leisure travel planning/booking?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone
usage.
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Travelers use more than one type of device in the travel
planning and booking process
Types Devices used for Planning/Booking
Computer/Tablet Smartphone
97%
22%
97%
27%
93%
24%
92%
37%
93%
26%
85%
31%
84%
35%
Air Travel Accommodation Car Rental Vacation Activities Cruise Tours Rail/Bus Travel
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device and Component Included in Trip (534-4147). Q. Which of the following
devices, if any, did you use to look for information while planning or booking each of these trip components? Please think of any information you looked for
before, during or after booking (e.g., destination research, hotel information, booking information, price comparisons, activities) in the past 6 months.
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
Travelers use more than one type of device in the travel
planning and booking process
Types Devices used for Planning/Booking
Computer/Tablet Smartphone
97%
22%
97%
27%
93%
24%
92%
37%
93%
26%
85%
31%
84%
35%
Air Travel Accommodation Car Rental Vacation Activities Cruise Tours Rail/Bus Travel
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device and Component Included in Trip (534-4147). Q. Which of the following
devices, if any, did you use to look for information while planning or booking each of these trip components? Please think of any information you looked for
before, during or after booking (e.g., destination research, hotel information, booking information, price comparisons, activities) in the past 6 months.
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13
Computer/Tablet travel planning
tends to be centralized in the home Location of Device Usage for Travel Information
Computer/Tablet Smartphone
At home At work While travelling Airport In a restaurant
39%
42%
94%
59%
18%
45%
26%
58%
17%
50%
On the go In a store
13%
64%
7%
41%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device for Travel (PC: 4874; Smartphone: 2034; Tablet 1175).
Q. Where were you when you used your devices to access any travel-related information for your personal or leisure trips?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Computer/Tablet travel planning
tends to be centralized in the home Location of Device Usage for Travel Information
Computer/Tablet Smartphone
At home At work While travelling Airport In a restaurant
39%
42%
94%
59%
18%
45%
26%
58%
17%
50%
On the go In a store
13%
64%
7%
41%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device for Travel (PC: 4874; Smartphone: 2034; Tablet 1175).
Q. Where were you when you used your devices to access any travel-related information for your personal or leisure trips?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
Travelers switch between devices for both exploratory activities
(e.g. vacation ideas) and goal-oriented tasks (e.g. maps)
“Sequential” Device Activities
Looked for destinations to visit or vacation ideas 47%
Communicated about my trip on a social network
Looked up maps or directions
Looked for or compared pricing information
Looked up a restaurant/hotel/attraction at my destination
Read reviews (of other travelers, professionals)
Looked for travel promotions or deals
Looked up my booking or itinerary information
Watched or posted travel-related online video
Requested more info be sent to about an upcoming trip
Made changes to my reservation/booking
Checked into my hotel, flight, cruise / Used a digital ticket
Downloaded a travel-related app
Checked or redeemed points/frequent flier miles, etc.
47%
45%
43%
43%
43%
40%
36%
35%
31%
30%
29%
28%
27%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Engaged In Specific Online Travel Activity and Sequential Activities (floating base:
706-2778). Q. Which of the following activities, if any, did you start on one device and continue or finish on another device?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
Travelers switch between devices for both exploratory activities
(e.g. vacation ideas) and goal-oriented tasks (e.g. maps)
“Sequential” Device Activities
Looked for destinations to visit or vacation ideas 47%
Communicated about my trip on a social network
Looked up maps or directions
Looked for or compared pricing information
Looked up a restaurant/hotel/attraction at my destination
Read reviews (of other travelers, professionals)
Looked for travel promotions or deals
Looked up my booking or itinerary information
Watched or posted travel-related online video
Requested more info be sent to about an upcoming trip
Made changes to my reservation/booking
Checked into my hotel, flight, cruise / Used a digital ticket
Downloaded a travel-related app
Checked or redeemed points/frequent flier miles, etc.
47%
45%
43%
43%
43%
40%
36%
35%
31%
30%
29%
28%
27%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Engaged In Specific Online Travel Activity and Sequential Activities (floating base:
706-2778). Q. Which of the following activities, if any, did you start on one device and continue or finish on another device?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
While websites are used most often, 3 in 10 tablet &
smartphone-using travelers turn to apps frequently
Use of Websites vs. Apps on Smartphone
69% Use Websites
more frequently
27% Use both Websites
and Apps equally
4% Use Apps
more frequently
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used Smartphone for Travel (2400). Q. Thinking about the travel-related
information you accessed in the past 6 months, did you use...?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
The increased usage of smartphones for travel has
enabled flexibility and spontaneity for travelers
Impact of Smartphone on Travel Planning/Booking Process
Gives me access on-the-go
Allows me to be spontaneous (e.g., make last minute reservations)
Allows me to make quick decisions
Makes planning easier
Makes planning more efficient/faster
Lets me make more informed decisions
75%
51%
46%
42%
40%
38%
Opportunity to increase
conversions on
smartphones by
catering to travelers
making swift decisions
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used Smartphone For Travel (2034). Q. In which of the following ways has using your
smartphone impacted your travel planning and booking process (compared to when you did not use one)?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
The Internet is used across all phases of travel planning
– and nearly always during research and purchase
The time when you
identified you wanted or
needed to book travel.
INSPIRATION
The time when you actively
looked and researched your
trip or travel plans.
RESEARCH
The time when you
booked your trip.
PURCHASE
Any behavior you may have
participated in during your
trip.
EXPERIENCE
Any behavior you may
have participated in after you
took your trip.
POST-TRAVEL
74%
97%
95%
71%
67%
Internet Usage Across Travel Phases
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Please think about how you used the Internet to
gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
The time when you
identified you wanted or
needed to book travel.
INSPIRATION
The time when you actively
looked and researched your
trip or travel plans.
RESEARCH
The time when you
booked your trip.
PURCHASE
Any behavior you may have
participated in during your
trip.
EXPERIENCE
Any behavior you may
have participated in after you
took your trip.
POST-TRAVEL
Smartphones are used heavily in the trip and
post-trip phases of travel, but also for research Smartphone Usage Across Travel Phases
39%
47%
27%
75%
58%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Use Smartphone for Travel (2034). Q. Please think about how you used the
Internet to gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21
Device limitations and preference for other devices
are the greatest barriers to booking on smartphones
Reasons for Not Booking Via Websites/Apps on Smartphone
I prefer using another device (e.g., computer,
tablet) to make purchases or transactions
It takes too many steps / too much time to
enter my information on a mobile screen
It’s difficult to enter my information
or ensure that it’s being captured
I’m concerned about privacy or security
I can’t find all the information I need
from mobile websites/apps
I didn’t want charges for data usage
58%
38%
31%
21%
13%
9%
I prefer transacting in-store or over the phone
I didn’t have service/Wi-Fi at the time
The website or app from which I wanted
to book didn’t give me the option to do so
8%
5%
4%
Opportunity to increase
mobile bookings with
more streamlined and
user-friendly sites/apps
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Did Not Book on a Smartphone or Booked by Calling (4460). Q. For which
reason(s) did you not book your personal or leisure trip(s) on your smartphone / smartphone using websites or apps in the past 6 months?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
Device limitations and preference for other devices
are the greatest barriers to booking on smartphones
Reasons for Not Booking Via Websites/Apps on Smartphone
I prefer using another device (e.g., computer,
tablet) to make purchases or transactions
It takes too many steps / too much time to
enter my information on a mobile screen
It’s difficult to enter my information
or ensure that it’s being captured
I’m concerned about privacy or security
I can’t find all the information I need
from mobile websites/apps
I didn’t want charges for data usage
58%
38%
31%
21%
13%
9%
I prefer transacting in-store or over the phone
I didn’t have service/Wi-Fi at the time
The website or app from which I wanted
to book didn’t give me the option to do so
8%
5%
4%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Did Not Book on a Smartphone or Booked by Calling (4460). Q. For which
reason(s) did you not book your personal or leisure trip(s) on your smartphone / smartphone using websites or apps in the past 6 months?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
Device limitations and preference for other devices
are the greatest barriers to booking on smartphones
Reasons for Not Booking Via Websites/Apps on Smartphone
I prefer using another device (e.g., computer,
tablet) to make purchases or transactions 58%
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Did Not Book on a Smartphone or Booked by Calling (4460). Q. For which
reason(s) did you not book your personal or leisure trip(s) on your smartphone / smartphone using websites or apps in the past 6 months?
Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.
27%
95%
Internet
Smart phone
Google Confidential and Proprietary 24 Google Confidential and Proprietary 24
What’s Next
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
ENTERING A NEW WORLD
Of six screens (yes, six!)
[WEARABLE] [MOBILE] [TABLET] [DESKTOP] [IN-CAR] [TV]
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26
The Multi-screen Traveler
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