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Traveler Technology Trends

November 9, 2011 A PhoCusWright Webinar

Presenter:Carroll Rheem

Director, Research

Moderator:Cathy Schetzina

Senior Research Analyst

Sponsored by:





© 2011 PhoCusWright Inc. All Rights Reserved. 3




AttitudesMobile

Social








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Statement: I Tend To Be an Early User of NewTechnologies

Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011

17%

30%

23%

19%

11% Strongly Agree - "Cutting Edge"

Slightly Agree - "Early Adopters"

Neutral/Unsure - "Mainstream"

Slightly Disagree - "Late Adopters"

Strongly Disagree - "Resisters"



Statement: I Tend To Be an Early User of NewTechnologies, by Age


18%22% 24%

34%

41%

49%

23%20%

23% 25% 24% 22%

59% 59%53%

41%

35% 29%

18-24 25-34 35-44 45-54 55-64 65+

Resister/Late Adopter Mainstream Early Adopter/ Cutting Edge



U.S. Online Travelers

Technology Adoption

Percentage of Total Online

Travelers

Web-EnabledDevices Owned

(Average)

Percentage withSmartphones

Annual Leisure TripFrequency(Average)

Annual Leisure Spend(Average)

Late Adopters/Resisters 30% 2.1 27% 2.9 $2,844

Mainstream Users 23% 2.4 43% 2.7 $2,328

Cutting Edge/ EarlyAdopters 47% 3.2 71% 3.3 $3,712

Travel Behavior, by Technology Adoption

Question: Please indicate how much you agree or disagree with the following statements, “I tend to be an early user of new te chn ologies”. Select one for each statement . Which of the following Web-enabled devices do you own/use? Please select all that apply . Which of the following, if any, have you doneonline (via computer or mobile device) for your leisure travel in the past twelve months? Please select all that apply . In the past 12 months, how manyovernight trips of each type did you take that required the purchase of travel products (such as airline tickets and hotel rooms) ? Count each of your tripsonly once. What was the total amount your household spent on travel components (including airline tickets, paid accommodations, car rental, cruisetickets, railway tickets) for travel over 75 miles of your N leisure trips in the past year. Enter whole number without $ sign . What is your approximatehousehold income? Select One .Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to roundingSource: PhoCusWright's Traveler Technology Survey 2011



General Statements Privacy Versus Convenience



Statement: I Do Not Mind Companies Collecting GeneralInformation About Me to Provide Better Service (by Age)


17%20%

27%32% 33% 35%

26%31% 32% 29% 32%

28%

58%

49%

41% 39%35% 37%

18-24 25-34 35-44 45-54 55-64 65+

Strongly/Slightly Disagree Neutral/Unsure Strongly/Slightly Agree



PhoCusWright’s Creepy Line 2011 (Actual)




PhoCusWright’s Creepy Line 2012 (Forecast)




General Statements

Going “Off the Grid”




Statement: I Like to Go “Off the Grid” (Detach fromComputers/Mobile Phones) Whenever I Can, by Age


47%

38%41% 39%

37% 38%

19%24% 22%

26% 26%29%

34%38% 37% 35% 37%

33%

18-24 25-34 35-44 45-54 55-64 65+





Normal?Or Nuts?




Statement: I Like to Detach from Computers/MobilePhones Whenever I Can


29%

36%

48%

29% 29%

19%

42%

35% 33%

Resister/Late Adopter Mainstream Early Adopter/ Cutting Edge





Leisure Travel Planning Statements

Question: Please indicate how much you agree or disagree with the following leisure travel-related statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011

82%

22%

12%

25%

6%

53%

I can find everything I need to plan andbook my vacations on the Internet

I have developed a travel planning routinefrom which I do not deviate

Strongly/Slightly Agree Neutral/Unsure Strongly/Slightly Disagree




AttitudesMobile

Social




More Devices, MorePlatforms, More

Interfaces




Polling Question

Which of the following web-enabled devices grewthe most in ownership in 2011?

a. Video game consolesb. Tabletsc. e-Readers

d. Portable music/video players




17%

13%

4%

6%

21%

18%16%

12%

Web-enabled videogame console

Web-enabled portablemusic/video players

E-readers Tablets

0%

5%

10%

15%

20%

25%

2010 2011

Ownership of Web-Enabled Devices

Question: Which of the following Web-enabled devices do you own/use? Select all that apply. Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011




What about me?:-(






Smartphones are OfficiallyMainstream




65%

37%

35%

63%

18-44 45+

Feature Phone Only

SmartPhone

Smartphone Ownership, by Age

Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option . How old are you?Base: U.S. online travelers who use a mobile phone (2010, N=715) (2011, N=1,885)Source: PhoCusWright’s Traveler Technology Survey 2011




Apple Takes a Bite out of BlackBerry




Ownership of Smartphones, by Manufacturer

Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option .Base: U.S. online travelers who use a mobile phone (2010, N=715) (2011, N=1,885)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011

10%

16%

7%

5% 5%4%

3% 3%

18%

12%

9% 9%

5% 5%

1% 1%

Apple Blackberry Samsung HTC LG Motorola Nokia Palm

2010 2011




Put Yourself in

The Traveler’sShoes




79%62%

43% 42%

6%

10%

12% 9%

View maps/get directions Research local activities such

as restaurants and shows

Research travel products

such as hotel rooms orflights

Reference existing travel

reservation information

Have done in past 12 months Likely to do in the next 12 months and have not in the past

Activities Conducted Via Mobile Phone

Question: Please indicate which of the following travel-related activities you have done online using your mobile phone in the past 12 months, and throughwhich medium. Select all that apply for each row . Which, if any, of the following online travel-related activities (which you have not done in the past 12months) are you likely to do in the next 12 months using your phone?Base: U.S. online travelers who access mobile Internet using a mobile phone (N= 1,125)Source: PhoCusWright's Traveler Technology Survey 2011




Practicality Is the Priority




AttitudesMobile

Social




Polling Question

What percentage of travelers participate in atleast one online social network?

a. 70%b. 79%c. 84%

d. 91%




21%

79%

30%

70%

Do not participate in any online socialnetworks

Participate in at least one online socialnetwork

2010 2011

Participation in Online Social Networks

Question: In which of the following online social networks, if any, have you actively participated in the past 12 months?Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011




Even GrandmaIs on Facebook




90%

77%67% 68%

47% 49%

66%

93%

82% 80%70% 67%

54%

75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-24 25-34 35-44 45-54 55-64 65+ Average

2010 2011

Facebook Participation, by Age

Question: In which of the following online social networks, if any, have you actively participated in the past 12 months? How old are you?Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011




Travel Brands Should Aim tobe More “Likable”




84%

83%

78%

29%

43%

33%

"Like" or "follow" a company on a social network

Post comments/photos on a social network athome or work

Solicit tips/advice from "friends" on a socialnetwork

Have done generally Have done in relation to travel

Social Media Activities, General and Traveler Related

Question: In the last 12 months, which of the following activities have you done on an online social network generally and/or specifically related to travel?Please select all that apply for both columns.Base: U.S. online travelers who are active users of online social networks (N=1,454)Source: PhoCusWright's Traveler Technology Survey 2011



Presenter:Carroll Rheem

Director, Research

Moderator:Cathy Schetzina

Senior Research Analyst

Questions?



Related Releases:

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• Please fill out the short survey – thank you!

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17%

39%

35%

8%

1%

1 person (myself)

2 people

3-4 people

5-6 people

7 or more people

Household Size

53%

21%

18%

5%

2%

0%

0%

None

1

2

3

4

5

More than 5

Children in Household

Household Size and Number of Children in Household

Question: How large is your household? Select one. How many children live in your household?Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright's Traveler Technology Survey 2011



33%

25%

20%

10%

4%

2%

Under $50,000

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 - $199,999

Over $200,000

Household Income

0%

13%

35%

33%

14%

4%

Less than high school

High school graduate

Some college or Associate'sdegree

Bachelor's degree

Master's degree

Doctorate or professional post-graduate degree

Education Level

Household Income and Education Level

Question: What is your approximate household income? What is the highest level of education you completed?Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright's Traveler Technology Survey 2011

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