Technology and Social Media (PDF, 1,118KB) - … · Technology and Social Media Foresight –issue 152 VisitBritain Research. 2 Contents 1. Introduction 2. Summary 3. General social

1

Technology and Social MediaForesight – issue 152

VisitBritain Research

2

Contents

1. Introduction

2. Summary

3. General social media and technology

use

1. Social networks used

2. Social media activities

3. Technology ownership

4. Technology use on holiday

1. Staying connected on holiday

2. Sharing photos and videos

3. Using location technology

5. Social media use on latest holiday

6. Writing and using reviews

1. Reviews on social media

2. Accessing reviews using a

smartphone

7. Technology barriers

1. Cost of using a smartphone

abroad

All icons used are from flaticon.com

http://www.flaticon.com/

3

1. Introduction

• This edition of Foresight explores how international travellers use social media and technology

when they travel.

• This analysis comes from a research study carried out by VisitBritain and research agency Ipsos

in spring 2016. International travellers from 20 different markets were interviewed, and are either

previous visitors to Britain, or would consider visiting in the future.

• The study took place online, amongst international travellers, residents of the following markets:

Australia, Brazil, Canada, China, Denmark, France, Germany, India, Italy, Japan, Netherlands,

New Zealand, Norway, Russia, Saudi Arabia, South Korea, Spain, Sweden, UAE & USA.

• There are two other Foresight reports from this project, one on Researching and Planning (issue

150) and another on Booking a holiday (issue 151).

4

• Facebook and YouTube are the most often used social media networks in European and English speaking

long haul markets. There are some differences in social media usage in other long-haul markets:

– In Russia Vkontakte is more often used that Facebook or YouTube.

– In China, local social networks dominate, with little usage of global networks.

– In South Korea, Kakao is the most often used, followed by YouTube and Facebook.

• The most popular use for social media is to access news (53%), followed by uploading photos or videos

(47%):

– Social media usage varies by age, those aged 18-44 are generally more active than those aged 45+.

• Smartphones are owned by 87% of international travellers, with ownership highest in South Korea (94%),

Spain (94%) India (93%), China (92%).

– Lowest smartphone ownership in Japan (66%).

– Digital cameras are owned by 74%, tablets by 63%, and selfie sticks by 23%.

• Over two thirds (69%) agree that they like to stay connected when on holiday.

– Three quarters agree that their smartphone is essential when they travel, and 56% say the same for their

tablets.

• The majority (61%) have shared photos of a holiday online, and 42% have done the same for video.

– Around a fifth have not shared photos or videos, but would be interested in doing so.

– Sharing content is highest in Brazil, Russia, India, New Zealand and USA, whilst lowest is in Japan.

• Over half have used location technology to find nearby places to visit, and a further quarter would like to

try this.

2. Summary (1/2)

5

• Whilst on holiday, social media is most often used to keep in touch with home, followed by posting or

uploading photos.

– Just under a third have used social media to look for recommendations on where to eat or drink.

– Holiday social media usage is lowest in Denmark, France, Germany and Japan.

• Reviews on social media are appreciated, as over half say that they trust reviews from other tourists.

– Writing reviews divides opinion, as while 42% enjoy writing reviews, a third do not.

– Women are slightly more likely to trust reviews, as are those aged 18-34 years old.

• Over half have used their smartphone to access reviews on attractions (56%) or places to eat or drink

(54%).

– Women are slightly more likely than men to use their smartphone to access reviews, as are those aged 18-

34 years old.

• Whilst many are happy to use their smartphones abroad, an overwhelming proportion (83%) still wish that

it was cheaper.

– The highest levels of concern about the of using smartphones abroad comes from Spain, Russia, France

and Sweden.

– Travellers from South Korea, UAE, Denmark, Netherlands and Germany are less concerned.

2. Summary (2/2)

6

General social media and

technology use

Footer Friday, October

6, 2017

7

Social media usageFacebook and YouTube are the most used social media platforms across European and English-speaking long-haul

markets. Local networks are more widely used in China, South Korea and Russia. See the following slides for the

top social media networks by market.

% using at least once a day

(amongst those asked)

51%Facebook

26%YouTube 19%

Instagram

18%Twitter 18%

Google+

13%Snapchat

78%WeChat

41%Weibo

25%YouKu

74%Kakao

54%VKontakte

Amongst all

markets

asked:

Russia

only:

China

only:

South Korea

only:

QS1: How often do you use the following social media platforms?

Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United

Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600)

8

26%

33%

18%

10%

13%

Social media usedShort-haul markets (1/2)

Facebook has the most daily users, although YouTube has a higher proportion of users overall in Germany. Other

top social platforms used are Google+, Instagram, Snapchat, Twitter and Pinterest.


Base: Denmark (500), France (600), Germany (554), Italy (600)

46%

18%

6%

6%

24%

8%

23%

20%

19%

29%

12% 9

%5%

14%

60%

Denmark

France

Germany

Italy

12% 6

%4%6%

72%

11% 6

%6%

75%

6%

6%

83%

49%

13%

7%

5%

25%

14%

27%

15%

15%

30%

9% 9

%6%10%66

%

7%

7% 8

%12%67

%

7%

8%

6%

74%

7%

5%3%6%

79%

10%

28%

18%

17%

27% 38

%

19%

5%

6%

33%

7%

8% 7

%14%

63%

6%

6%6

%10%

73%

5%

6%

9%

75%

2%5%4

%8%

81%

62%

13%

7%

4%

13%

15%

13%

14%15

%

43%

17%

12%8%12

%

51%

13%

14%8%

13%

53%

6%

6%8%

13%66%

At least once

a day

At least once

a weekAt least once

a monthLess often Never

Facebook Instagram

YouTube Snapchat

Google+ Pinterest

Twitter

Top 6 per market, ranked by total usage

Nb. Different social media networks asked per market

9

29%

29%

18%

11%

14%

Social media usedShort-haul markets (2/2)

Daily Facebook usage is high, with over half in the below markets accessing the network at least

once a day. Social media usage is high overall in Spain, with many accessing different networks

several times a day.


Base: Netherlands (500), Norway (500), Spain (600), Sweden (500)

Facebook Instagram

YouTube Snapchat

Google+ Pinterest

Twitter LinkedIn

N-lands

Norway

Spain

Sweden

At least once

a day

At least once

a weekAt least once


18%

27%

19%

16%

20%

55%

18%

6%

4%

19%

17%

30%19

%

16%

17%

11% 11

%7%

16%

55%

11% 9

%6%

12%

61%

9% 11

%

10%67%

8%8%

12%67%

55%

16%

6%

3%

20%

9%

28%

22%

16%

25%

23%

10%4

%

58%

16%

8%7%8

%

60%

8% 7

%8%

16%61%

4%

9%7%

11%70%

62%

14%

8%

5%

11% 27

%

17%8

%

11%

37%

20%

13%

9%10

%

49%

10% 13

%

13%

16%

48%

7% 11%

14%

14%

54%

55%

13%

6%

6%

20%

15%

14%8%12

%

50%

21%

13%5

%9%

53%

7%

8%6

%12%

67%

5%

6%4%7%

78%



10

23%

28%

19%

14%

16%

37%

28%

14%

9%

12%

Social media usedLong-haul markets (1/3)

Facebook dominates in terms of daily usage, highest in the USA. YouTube also has high usage overall, although

less frequent than Facebook. Social media usage is highest in the USA; over a third are using Facebook, YouTube,

Pinterest and Twitter at least once a day.


Base: Australia (600), Canada (600), New Zealand (600), USA (600)

54%

19%

5%

6%

17%

20%

26%16

%

15%

22%

11% 12

%8%

12%

58%

Australia

Canada

New

Zealand

USA

14%

12%7%8

%

59%

8% 12

%8%

10%62%

4%

9%

9%

14%64%

55%17

%

7%

5%

16% 28

%

27%

14%

12%

18%

18%

15%

6%12

%

49%

10% 13

%10%

16%

52%

19%

13%

6%8%

55%

11% 13%

8%

12%

56%

62%

13%

7%

5%

14%

17%

10%8%14

%

51%

6%

10%

14%

17%

53%

16%

9%6%

9%

59%

5%

7%8%

13%66%

67%

14%

5%

10%

37%

17%

8%

5%

33%

15%

26%

14%

12%

34%

34%

16%

8%

7%

35%

21%

21%

10%

10%

38%

At least once

a day

At least once

a weekAt least once


Facebook Instagram

YouTube Pinterest

Google+

Twitter



11

59%

26%

7%

4%

68%

15%

8%

5%

5%

71%

15%

7%

4%

4%


Facebook and YouTube are used widely throughout all markets. Russia’s primary social network is Vkontakte, which

is used daily by over half. Instagram is used daily in by many in Brazil, Saudi Arabia and UAE, and Twitter has a

lower proportion of users, and less daily users in all markets except Saudi Arabia.


Base: Brazil (600), Russia (600), Saudi Arabia (347), UAE (253)

81%

10%

48%

20%

7%

10%

14%

Brazil

Russia

Saudi

Arabia

UAE

48%

19%

7%

8%

18% 38

%

19%

8%

10%

25%

27%

17%7%8%

42%

54%23

%

7%

7%

9% 35

%

31%

15%

8%

11% 35

%

28%

16%

9%

13%

37%

20%

10%

10%

23%

25%

19%11

%

13%

32%

17%

22%

13%

11%

37%

49%

30%

12%

6%

3%

40%

25%

18%

7%

10%

39%

25%

16%

10%

10%

42%

24%

13%

9%

12% 33

%

20%21%

12%

14%

85%

7%

2%

3%

3%

45%

35%

12%

3%

6%

39%

25%

14%

7%

14% 35

%

31%

15%

6%

14%

38%

24%

15%

9%

15%

At least once

a day

At least once

a weekAt least once


Facebook Instagram Vkontakte

YouTube Snapchat

Google+ Whatsapp

Twitter Odnoklassiniki



12

26%

19%10

%

9%

35%

31%

34%

16%

11%

10%


YouTube and Facebook have the highest usage in India and Japan – India in particular has high daily usage of

multiple networks. Three quarters in China are using WeChat at least once a day, and Kakao dominates in South

Korea.


Base: China (600), India (600), Japan (600), South Korea (600)

78%

12%

5%

4% 25

%

45%

16%

9%

5%

41%

27%

12%

13%

7%

China

India

Japan

South

Korea

25%

42%

19%

8%

7%

14%

39%

25%

11%

11%

22%

32%17%

13%

17%

56%

26%

9%

5%

3%

69%

21%

5%

2%

4%

48%

26%

12%

7%

8%

40%

28%

13%

7%

11% 27

%

24%

12%

14%

22%

14%

24%

16%

17%

28%

19%

28%18

%

11%

24%

31%

15%6

%

6%

41%

21%

15%

7%

9%

48%

15%

17%

8%7%

53%

12% 10%

9%

7%

62%

74%

12%

6%

6%

4%

41%

24%

12%

10%

13%

19%

21%

18%

15%

28%

24%

20%13

%

13%

30%

11%

19%

15%16%

38%

At least once

a day

At least once

a weekAt least once


Facebook Instagram Youku Kakao

YouTube Iqiyi Weibo

Google+ Tudou Naver Band

Twitter LINE WeChat



13

Share posts of

other people

30%

Upload photos / videos

47%

Access blogs

31%

Access news

53%

Look for advice

and help

29%

‘Like’ posts

44%

Enter compete-

tions

22%

Engage in group chats

27%

Play games

26%

Post about thoughts / feelings / opinions

28%

‘Follow’ celebrities

18%

‘Follow’ brands /

companies

26%

Using social media

Accessing news is the most common use for social media, and over half (53%) are using it for this purpose.

Just under half (47%) are uploading photos or videos to social media, and 44% are ‘liking’ other people’s posts. 31%

are accessing blogs, and 30% are sharing posts from other people or companies that they follow.

A small proportion (7%) don’t actively use social media and just have a profile.

Write blogs / opinion pieces

16%

I just have a profile

7%

None of these

9%

QS4: Which of the following do you do when using social media?

Base: All Respondents (11,400)

14

Using social mediaBy age and gender

Women are generally more likely than men to use social media in the ways listed below, with the exception of writing

blog or opinion pieces. For those aged 18-34, the top social media activity is uploading photos or videos, liking posts

and then accessing news – which is top for those aged 35+. In general, those aged 18-34 are most active on social

media, taking part in a range of activities. Almost one in five of those aged 55+ just have a profile, and do not partake

in any social media activities.

SOCIAL MEDIA USAGE INDEXTOTAL Male Female 18-34 years 35-54 years 55+ years

70 64 77 81 73 50

Access news 53% 49% 56% 50% 54% 53%

Upload photos / videos 47% 42% 52% 53% 49% 34%

‘Like’ or ‘favourite’ posts by other people or organisations 44% 39% 50% 50% 45% 33%

Access blogs / opinion pieces 31% 28% 33% 35% 31% 24%

Share / broadcast posts of others e.g. re-post, re-tweet or re-pin, re-gram 30% 27% 33% 34% 32% 20%

Look for advice and help 29% 26% 32% 31% 31% 25%

Write posts about your thoughts / feelings / opinions 28% 26% 29% 32% 30% 17%

Engage in group conversations or ‘chats’ 27% 25% 29% 35% 28% 14%

Register interest in or attendance of events 27% 23% 30% 32% 27% 17%

Subscribe to or ‘follow’ brands / companies 26% 23% 29% 33% 28% 13%

Play games 26% 23% 28% 29% 27% 19%

Enter competitions 22% 19% 25% 26% 22% 14%

Subscribe to or ‘follow’ celebrities 18% 16% 20% 27% 17% 6%

Write blogs / opinion pieces 16% 18% 15% 21% 16% 10%

None of these 9% 10% 8% 4% 9% 17%

I just have a profile 7% 7% 6% 5% 6% 9%


Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35–54 (4,287), 55+ (2,854)

15

TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

SOCIAL MEDIA USAGE INDEX 70 57 96 63 89 60 59 46 100 76 37 50 80 66 97 66 63 80 63 79 78

Access news 53% 37% 65% 45% 62% 58% 52% 51% 50% 58% 36% 50% 52% 62% 72% 41% 36% 61% 63% 36% 47%

Upload photos / videos 47% 46% 64% 47% 56% 38% 39% 28% 63% 54% 24% 39% 61% 41% 63% 43% 36% 50% 40% 43% 55%

‘Like’ or ‘favourite’ posts by other

people or organisations44% 43% 61% 44% 39% 47% 32% 29% 59% 48% 19% 34% 53% 53% 56% 31% 35% 56% 46% 39% 47%

Access blogs / opinion pieces 31% 21% 46% 22% 46% 26% 30% 21% 41% 33% 18% 15% 27% 26% 49% 27% 28% 45% 31% 30% 30%

Share / broadcast posts of others e.g.

re-post, re-tweet or re-pin, re-gram30% 16% 46% 25% 51% 21% 26% 18% 42% 32% 16% 27% 27% 29% 41% 25% 27% 44% 22% 42% 30%

Look for advice and help 29% 25% 26% 26% 37% 24% 27% 23% 44% 37% 11% 17% 35% 35% 44% 29% 24% 27% 29% 30% 33%

Write posts about your thoughts /

feelings / opinions28% 25% 42% 26% 36% 11% 30% 11% 52% 32% 22% 11% 26% 16% 36% 27% 33% 32% 19% 38% 35%

Engage in group conversations or

‘chats’27% 24% 37% 23% 43% 23% 13% 16% 45% 31% 13% 16% 33% 24% 37% 31% 26% 28% 20% 32% 27%

Register interest in or attendance of

events27% 23% 43% 20% 27% 27% 29% 21% 34% 34% 8% 22% 36% 31% 27% 21% 22% 22% 28% 30% 28%

Subscribe to or ‘follow’ brands /

companies26% 19% 36% 23% 33% 21% 17% 14% 34% 32% 13% 20% 30% 24% 38% 26% 25% 29% 21% 33% 32%

Play games 26% 20% 40% 27% 31% 16% 23% 19% 38% 18% 11% 27% 29% 18% 40% 31% 18% 24% 22% 30% 36%

Enter competitions 22% 24% 16% 24% 14% 25% 19% 8% 30% 10% 4% 10% 48% 26% 35% 26% 15% 31% 21% 32% 23%

Subscribe to or ‘follow’ celebrities 18% 14% 27% 14% 28% 15% 9% 10% 33% 14% 13% 10% 16% 7% 27% 21% 27% 16% 14% 30% 24%

Write blogs / opinion pieces 16% 9% 28% 12% 31% 8% 9% 8% 37% 22% 16% 6% 9% 5% 19% 19% 25% 16% 6% 28% 23%

None of these 9% 14% 2% 12% 2% 12% 12% 21% 1% 6% 29% 9% 8% 10% 2% 5% 6% 6% 9% 2% 8%

I just have a profile 7% 10% 3% 6% 0% 11% 9% 12% 2% 7% 5% 17% 8% 8% 3% 2% 3% 5% 8% 5% 5%

Using social mediaMarket breakdown




16

Technology ownership

87%

74%

63%

26% 23%16%

Smartphone penetration is high among international travellers, with 87% owning one. Three quarters are owners of a

digital camera, and then just under two thirds own a tablet computer.

Video cameras are owned by just over a quarter of international travellers, and selfie sticks by 23%. Wearable

technology such as smartwatches are owned by 16%.

QM1: Which of the following do you own?


Smartphone

Video camera

Digital camera

Selfie stick

Tablet computer

Wearables

17

Technology ownershipBy age and gender

% own TOTAL Male Female 18-34 years 35-54 years 55+ years

Smartphone 87% 86% 88% 91% 89% 76%

Digital camera 74% 74% 75% 67% 77% 81%

Tablet computer 63% 64% 61% 60% 68% 58%

Video camera 26% 28% 23% 28% 27% 20%

Selfie stick 23% 23% 23% 30% 23% 11%

Smartwatch 16% 18% 14% 21% 17% 6%


Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35-54 (4,287), 55+ (2,854)

There are some minor differences in tech ownership among men and women, with men more slightly more likely to

own a tablet computer, video camera and smartwatch.

However, the differences in ownership for different age groups in more striking. Smartphone penetration is highest for

the youngest age group (91% of 18-34 year olds), whilst digital camera ownership is highest amongst those aged 55+.

Tablets are most likely to be owned by those aged 35-54 and selfie stick and smartwatch ownership is highest

amongst those aged 18-34.

18

% own TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

Smartphone 87% 84% 91% 80% 92% 84% 83% 86% 93% 91% 66% 86% 85% 90% 92% 81% 94% 94% 87% 84% 86%

Digital

camera74% 71% 79% 73% 81% 68% 84% 78% 75% 79% 77% 76% 77% 71% 80% 44% 75% 80% 70% 58% 67%

Tablet

computer63% 61% 72% 60% 75% 61% 59% 55% 68% 62% 36% 65% 60% 65% 78% 61% 51% 71% 67% 55% 68%

Video

camera26% 19% 48% 18% 41% 13% 24% 20% 39% 29% 18% 18% 20% 14% 33% 33% 20% 27% 16% 42% 34%

Selfie stick 23% 13% 43% 15% 57% 5% 10% 10% 43% 19% 10% 13% 16% 9% 17% 28% 53% 29% 10% 58% 27%

Smartwatch 16% 12% 21% 12% 40% 5% 7% 8% 29% 11% 11% 9% 9% 9% 18% 24% 20% 13% 9% 36% 26%

Technology ownershipBy market

Smartphone penetration is high across most markets, with the exception of Japan, where just 66% of international

travellers are smartphone owners.

There is high tech ownership among certain markets in particular: Brazil, China, India, South Korea and Spain.

Selfie sticks divide opinion: there are strong ownership levels in Brazil, India, South Korea, China and UAE; however,

few are owners amongst European markets.




19

Technology use on holiday


6, 2017

20

Staying connected when on holiday

Technology is key for so many when they travel and 69% agree that they like to stay connected when on holiday.

Smartphones win out ahead of tablets with 73% in agreement that their smartphone is essential when on holiday.

Over half (56%) still say that their tablet is essential for their travels.

Over half (56%) also claim that now most of their internet use is via mobile devices, rather than a more traditional

laptop or desktop computer.

32% 38%23% 26%

37%35%

33% 30%

19% 18%

25% 23%

8% 6%13% 15%

4% 3% 7% 7%

I like to stay connectedwhen on holiday

My smartphone isessential when I go on

holidayMy tablet is essentialwhen I go on holiday

Most of internet use is viatablet / smartphone rather

than laptop / desktop

Attitudes towards staying connected when on holiday

Strongly agree

Agree

Neither agree nordisagreeDisagree

Strongly disagree

Source: QM3. To what extent do you agree with the following statements?

Base: All Respondents (11,400), Tablet/Smartphone owners (10,473)

Asked of tablet/smartphone owners only

21

Staying connected when on holidayBy age and gender

There is little difference between men and women when it comes to staying connected when on holiday, however

women are more likely to be using the internet via mobile devices rather than laptop or desktops.

There is a greater divide when it comes to age; those aged under 34 years are more likely to agree that they like to

stay connected (73%) and that their smartphone is an essential holiday item (77%) than those aged over 55 years.

% Strongly agree & agree Total Male Female18-34 years

old

35-54 years

old

55+ years

old

I like to stay connected when on

holiday69% 68% 70% 73% 70% 61%

My smartphone is essential when

I go on holiday73% 72% 74% 77% 75% 63%

My tablet is essential when I go on

holiday56% 56% 56% 57% 56% 53%

Most of internet use is via tablet /

smartphone rather than laptop /

desktop

56% 54% 59% 65% 57% 41%



22

Staying connected when on holidayBy market

Some markets are more ‘connected’ than others when they go on holiday, with the highest levels from India, Russia,

Brazil, China, USA, New Zealand and Saudi Arabia. All these markets, with the exception of New Zealand, have

higher than average usage of smartphones and tablets when on holiday.

The lowest levels of smartphone and tablet usage on holiday comes from the Netherlands.

% Strongly agree & agree TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

I like to stay connected when

on holiday69% 71% 82% 67% 82% 50% 67% 55% 88% 72% 60% 62% 77% 61% 85% 75% 53% 72% 60% 64% 77%

My smartphone is essential

when I go on holiday73% 73% 90% 67% 88% 51% 64% 63% 90% 79% 68% 44% 75% 69% 82% 81% 76% 75% 67% 70% 81%

My tablet is essential when I

go on holiday56% 62% 72% 57% 65% 30% 45% 46% 83% 57% 67% 25% 57% 44% 67% 70% 62% 40% 42% 68% 69%

Most of internet use is via

tablet / smartphone rather

than laptop / desktop

56% 52% 76% 46% 72% 47% 38% 29% 75% 52% 47% 48% 53% 55% 78% 78% 56% 53% 46% 67% 64%


Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab

Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600)

23

Taking photos on holidayTotal and by age and gender

Women are more likely than men to enjoy taking photos on

holiday.

Those aged 18-34 are most likely to enjoy taking holiday

photos, followed closely by those aged 35-54, where 4 out of 5

enjoy this activity. Whilst those aged over 55 are slightly less

likely, three quarters still enjoy taking holiday pictures.

Source: QR8. I love taking photos on holiday / vacation


75%

81%

80%

79%

73%

Male

Female

18-34

35-54

55+

78%

enjoy taking

photos on holiday

24

Taking photos on holidayBy market

Russians are the most enthusiastic about taking photos on holiday, as 93% of Russian travellers say that they enjoy

this. There are also high proportions from India (90%), Brazil (88%) and China (88%) and USA (87%) who enjoy

taking photos.

Travellers from Nordic countries, South Korea and UAE have lower levels of interest in taking photos on holiday,

although still over half in all these markets say they do enjoy it.

Source: QR8. I love taking photos on holiday / vacation



78% 77%

88%

78%

88%

63%

80%84%

90%86%

73%78% 80%

57%

93%

81%

66%

83%

60%67%

87%

25

Sharing holiday photos and videos online

61%17%

21%

Taken photos on holiday and shared them online

42%

23%

35%

Taken videos on holiday and shared them online

Sharing photos of a holiday online is very common behaviour, with 61% saying that they have already done this during

their trip. A further 17% would be interested in doing this, and just one in five have no interest.

Video sharing has lower adoption, with just 42% having done this on holiday, although a further 23% would be

interested in doing this. Just over a third (35%) say they have no interest in doing this.

Source: QM2. Which of the following have you done on holiday? And which would you like to do in future?


Have done on

holiday

Not done, but

interested

Not done and

not interested

26

Sharing holiday photos and videos onlineBy age and gender

Women are slightly more likely than men to share their holiday photos when they’re abroad, however sharing videos is

balanced evenly between men and women. Whilst men are less likely to have already shared their photos, they have

a higher potential interest in doing so in the future.

When it comes to age, those aged under 34 years are both more likely to have shared a holiday photo (69%) and

shared a holiday video (53%), when abroad. This age group also has a high potential for doing this in the future.

Total Male Female18-34 years

old

35-54 years

old

55+ years

old

Sharing holiday photos

whilst abroad Have done 61% 57% 64% 69% 62% 45%

Would be

interested in17% 19% 15% 19% 17% 14%

Sharing holiday videos

whilst abroad Have done 42% 42% 42% 53% 43% 24%

Would be

interested in23% 24% 22% 26% 24% 18%



27

Sharing holiday photos onlineBy market

There is a high proportion of holiday photo sharing from Brazil (79%), Russia (75%), India (74%), New Zealand (73%)

and USA (72%). The lowest level of photo sharing is from Japan (29%), although a further 26% would be interested in

doing so from this market.

64%

79%

66% 69%

48% 51%41%

74%64%

29%

58%

73%

54%

75%

62%50%

66%59%

51%

72%

14%

13%

16%

26%

8%12%

13%

19%

16%

26%

13%

11%

9%

15%

27%

34%

17%

13%38%

17%

AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

% who have shared photos whilst on holiday, or would like to

I have done this on holiday I have not done this on holiday but would be interested in doing it




28

Sharing holiday videos onlineBy market

Like photo sharing, Brazil (67%) and India (67%) lead the way, however China is close behind with 62% having shared

videos whilst on holiday and a further 31% interested in doing it.

European markets Denmark, Norway and Germany are least likely to have done this, or be interested in doing so. A

low proportion (21%) from Japan have done this, although a higher proportion (25%) are interested in doing so.

44%

67%

44%

62%

18%

34%22%

67%

45%

21%

34%43%

19%

54% 55%43% 42%

28%

53% 57%

21%

22%

25%

31%

11%

14%

15%

27%

25%

25%

21%

24%

17%

26%31%

37%

25%

22%

35% 23%


% who have shared videos whilst on holiday, or would like to

I have done this on holiday I have not done this on holiday but would be interested in doing it




29

Location technology

Over half have used location technology to find nearby places to visit

when on holiday, and a further quarter would like to do this too.

A quarter have used social media or the internet to meet up with locals or

fellow travellers, with just over a quarter also interested in giving this a try.

When it comes to staying with a local host, a quarter have done this, and

a further 36% would be interested in trying this, showing the influence of

brands such as Airbnb.

26%

36%

38%

Stayed with a local host rather than hotel/b&b

24%

28%

48%

Used social media or online method to meet up

with fellow travellers

24%

29%

47%

Used social media or online method to meet up with locals

56%27%

17%

Used location technology to find places to visit nearby



Have done on

holiday

Not done, but

interested

Not done and

not interested

30

Location technologyBy age and gender

Over half have used location technology whilst on holiday, and this rises to 64% of those aged under 34. This age

group is generally more likely to also have stayed with a local host rather than traditional accommodation, and used

social media or the internet to meet up with locals or fellow travellers. Men are also more likely that women to do have

used the internet to meet up with locals or other travellers.

Across all age groups, the appeal of staying with a local host is fairly high, and whilst a smaller proportion have

already done this, a relatively large proportion are interested in doing so.

% Total Male Female18-34

years old

35-54

years old

55+ years

old

Used location technology

to find places to visit

nearby

Have done 56% 55% 57% 64% 58% 40%

Interested in 27% 27% 26% 26% 27% 27%

Stayed with a local host

rather hotel

/b&b

Have done 26% 27% 25% 31% 26% 19%

Interested in 36% 37% 35% 39% 37% 30%

Used social media or

online to meet up with

fellow travellers

Have done 24% 27% 22% 32% 25% 11%

Interested in 28% 28% 27% 33% 28% 20%

Used social media or

online to meet up with

locals

Have done 24% 27% 22% 32% 25% 11%

Interested in 29% 30% 29% 34% 29% 22%



31

Location technologyBy market

Using location technology when on holiday to find local places to visit is a fairly common activity, with the most active

smartphone users more likely to do this – Brazil, China, India, Italy and Saudi Arabia.

Using social media to meet up with travellers or locals is not as common, and very few in France, Germany and the

Nordics have done this, compared to more in Brazil and India.

% Strongly agree & agree TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

Used location

technology to find

places to visit

nearby

Have done 56% 52% 78% 49% 73% 47% 46% 37% 68% 65% 32% 52% 57% 50% 63% 67% 62% 62% 49% 49% 63%

Interested

in 27% 25% 18% 28% 24% 22% 32% 23% 27% 21% 32% 25% 26% 28% 28% 28% 32% 30% 28% 38% 26%

Stayed with a local

host rather hotel

/b&b

Have done 26% 20% 27% 27% 34% 20% 32% 22% 42% 24% 21% 21% 27% 14% 32% 34% 24% 19% 18% 38% 37%

Interested

in 36% 38% 39% 34% 54% 29% 39% 31% 41% 31% 28% 28% 36% 27% 42% 40% 52% 31% 35% 42% 35%

Used social media

or online to meet

up with fellow

travellers

Have done 24% 21% 49% 23% 43% 6% 9% 9% 54% 19% 15% 10% 21% 8% 31% 43% 30% 20% 16% 39% 38%

Interested

in 28% 28% 27% 24% 40% 16% 22% 15% 35% 25% 27% 19% 29% 19% 35% 37% 44% 28% 25% 43% 28%

Used social media

or online to meet

up with locals

Have done 24% 21% 55% 23% 37% 4% 9% 9% 53% 20% 17% 12% 18% 7% 32% 45% 26% 23% 13% 40% 36%

Interested

in 29% 30% 28% 24% 44% 17% 33% 18% 34% 26% 27% 25% 30% 23% 31% 30% 46% 29% 25% 44% 28%




32

Social media usage on last

holiday


6, 2017

33

Using social media on holiday

Keeping in touch with friends and family back home is

the key reason that most people say they use social

media when on holiday.

Sharing is also important and over a third are likely to

post photos whilst on holiday, and 29% are sharing

what they are doing, and 19% have shared

recommendations.

Social media is also used as a way of getting

information on holiday, as 30% have used it to get

recommendations on places to eat or drink, 23% to

help them plan where to go, and 20% to ask for

advice on what to do or where to go.

A smaller proportion (19%) would share their own

advice or recommendations whilst on holiday.

Despite a wide range of social media uses, 29% say

that they have not used social media on their last

holiday to Britain or a foreign destination.

39%

Post / upload photos

44%

Keep in touch with

home

30%

Look for eating / drinking

recommendations

29%

Share where you are / what you are doing

23%

To plan / decide

where to go

25%

To let people

know where I am

20%

Ask for advice on where to go / what

to do

19%

Share advice or

recommendation

Source: QS7. Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)?


29%

Have not used social media on

this type of holiday

% who did the following on their last foreign holiday / trip to Britain

34

Using social media on holidayBy age and gender

Women are more likely than men to have used social media to keep in touch with people at home. They are also more

likely to have posted photos of their holiday and shared their location or activity online.

When it comes to age, those aged 18-34 are more likely to have used social media overall on their last holiday or trip

to Britain, especially for keeping in touch with people at home, or posting photos of their holiday.

% who did the following on their last foreign holiday / trip to

BritainTOT Male Female

18-34

years old

35-54

years old

55+

years old

To keep in touch with people at home 44% 40% 47% 47% 43% 38%

To post / upload photos of my holiday 39% 36% 42% 46% 41% 26%

Look for recommendations for places to eat or drink 30% 29% 31% 34% 31% 20%

Share with others where you are / what you are doing while on holiday 29% 27% 32% 35% 31% 19%

I have not used social media at all on this type of holiday 29% 31% 27% 21% 27% 43%

To let people know where I am at a given moment (e.g. checking in on

Facebook)25% 25% 25% 30% 25% 16%

To help you plan / decide where to go or what to see or what to do 23% 23% 23% 27% 24% 15%

Ask for advice on where to go or what to do 20% 20% 19% 24% 20% 12%

Share my own advice or recommendations about visiting where I am 19% 20% 17% 22% 21% 10%


Base: All Respondents (11,400), Male = 5,821, Female = 5,579, 18-34 = 4,258, 35-54 = 4,287, 55+ = 2,854

35

Using social media on holidayBy market

Keeping in touch is the primary reason for using social media for travellers from most markets. Travellers from China,

UAE and Japan are more likely to be using social media to look for food and drink recommendations.

Certain markets are less likely to use social media on their holiday – almost half from Denmark and Germany, and

high proportions from France and Japan say that they did not use social media at all.

% who did the following on their last

foreign holiday / trip to BritainTOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA

To keep in touch with people at home 44% 50% 61% 42% 56% 35% 35% 31% 58% 37% 18% 40% 57% 52% 57% 50% 30% 35% 48% 36% 41%

To post / upload photos of my holiday 39% 42% 59% 35% 49% 24% 30% 22% 54% 44% 21% 35% 48% 39% 43% 39% 39% 37% 35% 41% 46%

Look for recommendations for places to

eat or drink30% 23% 47% 22% 56% 18% 19% 15% 44% 28% 22% 15% 26% 30% 33% 39% 34% 27% 27% 39% 34%

Share with others where you are / what

you are doing while on holiday29% 30% 47% 22% 50% 17% 17% 13% 50% 23% 13% 23% 41% 26% 37% 30% 31% 22% 26% 45% 34%

I have not used social media at all on this

type of holiday29% 26% 13% 32% 19% 49% 45% 47% 21% 26% 35% 33% 24% 31% 17% 15% 20% 31% 30% 33% 30%

To let people know where I am at a given

moment (e.g. checking in on Facebook)25% 29% 39% 21% 30% 12% 13% 11% 46% 20% 14% 22% 32% 23% 27% 23% 28% 16% 21% 44% 34%

To help you plan / decide where to go or

what to see or what to do23% 20% 35% 17% 37% 10% 14% 11% 39% 18% 23% 14% 24% 13% 28% 29% 36% 21% 18% 39% 28%

Ask for advice on where to go or what to

do20% 14% 39% 12% 43% 6% 11% 11% 41% 17% 12% 5% 15% 9% 28% 35% 29% 15% 9% 32% 22%

Share my own advice or recommendations

about visiting where I am19% 14% 36% 12% 42% 5% 7% 6% 46% 13% 11% 6% 11% 9% 30% 28% 23% 15% 9% 39% 26%




36

Writing and using reviews

on holiday


6, 2017

37

Writing and using reviews on social media

Writing reviews gets a divided

response. Whilst 42% agree that

they do enjoy writing reviews about

places that they have been to on

holiday, a third do not enjoy writing

reviews, and a quarter remain

neutral.

Reviews are generally appreciated

and trusted though, as over half

(54%) say that they do trust reviews

on social media from other tourists.

Just 11% say that they don’t trust

reviews from peers on social media.

15%

4%

18%

7%

26%

35%

26%

39%

16% 15%

I enjoy writing reviews onsocial media of places I've

been to on holiday

I trust reviews on social mediafrom other tourists

Strongly agree

Agree

Neither agree nordisagree

Disagree

Strongly disagree



38

Writing and using reviews on social mediaBy age and gender

There is little difference between men

and women when it comes to writing

reviews, however women are more likely

to say they trust reviews on social media

than men (57% v 53%).

Half of those aged 18-34 enjoy writing

reviews on social media of places

they’ve been to on holiday. This falls to

44% amongst 35-54 year olds, and just

a quarter of those aged 55+.

The younger age group are also more

likely to say they trust reviews on social

media (65%), over half of 35-54 year

olds say they trust reviews and just a

third of those aged 55+.

42%

41%

50%

44%

26%

53%

57%

65%

56%

36%

Male

Female

18 - 34

35 - 54

55+

Male

Female

18 - 34

35 - 54

55+


Base: All respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35-54 (4,287), 55+ (2,854)

% enjoy writing reviews on social media of places I’ve been to on holiday

(Strongly agree & agree)

% trust reviews on social media from other tourists


39

36%

74%

39%

72%

8% 35% 18%

79%51%

36% 18% 27% 15%

54%66%

46% 46%19%

60% 53%


Writing and using reviews on social mediaBy market

Those who like writing reviews on social media, are also more likely to trust reviews. This is most true for markets

such as Brazil, China, Indian, Russia, Gulf and USA. The Nordic markets, and Germany are least likely to enjoy

writing reviews (just 8% in Denmark), and have some of the lowest levels of trust too.

54%74%

58%74%

34% 44%30%

80%61%

42% 40% 51% 41%64% 68%

56% 62%37%

64% 67%





% enjoy writing reviews on social media of places I’ve been to on holiday


% trust reviews on social media from other tourists


40

Using smartphone to access reviews

Over half have already used their smartphone to access reviews on attractions (56%), with a further quarter interested

in trying this on future holidays. Just a fifth have no interest in trying this out.

The pattern is similar for accessing reviews about places to eat and drink, and 54% have already used their

smartphone to do this. A further quarter would be interested in trying this out, and just 21% have no interest at all.



56%

25%

20%

Used a smartphone to access reviews about attractions / places to see

54%

25%

21%

Used a smartphone to access reviews about places to eat or drink

Have done on

holiday

Not done, but

interested

Not done and

not interested

41

Using a smartphone to access reviewsBy age and gender

Women are slightly more likely to use their smartphone to access reviews, especially for attractions or places to see.

Younger travellers also much more likely to use their smartphone for reviews, with two thirds of those aged 18-34

years old accessing reviews about attractions on their smartphone. This contrasts with travellers aged over 55, where

just over a third have done so.

21% 18% 11% 16%

38%22% 20% 12% 17%

40%

26% 24%24%

25%

26%

25% 25%25%

26%

24%

54% 58% 66% 59%

36%53% 55% 63% 57%

35%

Male Female 18 - 34 35 - 54 55+ Male Female 18 - 34 35 - 54 55+

Used a smartphone to access reviews

about attractions / places to see

Used a smartphone to access reviews

about places to eat or drink


Base: Male = 5,821, Female = 5,579, 18-34 = 4,258, 35-54 = 4,287, 55+ = 2,854

Have done on

holiday

Not done, but

interested

Not done and

not interested

42

55%77%

52%71%

41% 50%35%

71% 65%

29%46% 55% 50%

63% 60% 63% 64%51% 52%

66%

22%

18%

25%

25%

25%26%

24%

23%21%

31%

26%25% 28%

22% 30% 30% 22%

22%35%

23%


Using a smartphone to access reviewsBy market

Amongst European markets, Italians and Spanish are most likely to use reviews on their smartphone, whilst Germany

and Denmark are least likely to. Just over half in Canada and two thirds in USA are using smartphone reviews, and

throughout the rest of the world Brazil, China, India, South Korea and Russia are most likely to be accessing reviews

on their smartphones.

50%75%

51%66%

37%50%

32%

69% 68%

28% 34%53% 53% 59% 63% 60% 62%

52% 48%68%

25%

18%

25%

29%

27%24%

21%

26%18%

29% 24%

26% 25%26% 27% 31% 26%

23% 40%21%


Source: QM2. Which of the following have you done on holiday?



% have used, or interested in using a smartphone to access reviews about attractions / places to see on holiday

% have used, or interested in using, a smartphone to access reviews about places to eat or drink on holiday

Have done on holiday

Not done, but interested

43

Technology barriers


6, 2017

44

The cost of using a smartphone abroad

An overwhelming proportion (83%) of smartphone owners wish that using their phone when abroad was more

affordable. Half strongly agree that it should be cheaper to use their smartphone when travelling, and a further third

agree with the statement. A very small proportion (3%) disagree, however overall this does vary by market. The full

market breakdown is on the following slide.

1%2% 14% 33% 50%

“I wish it was cheaper to use my smartphone when abroad”

Strongly disagree Disagree Neither agree nor disagree Agree Strongly Agree

Source: QM3. To what extent do you agree with the following statements? “I wish it was cheaper to use my smartphone when in a foreign country”

Base: Smartphone owners (9,867)

45

The cost of using a smartphone abroadBy age and gender

47%

52%

48%

51%

51%

33%

32%

33%

32%

33%

Male

Female

18-34

35-54

55+

Strongly agree Agree

Women are more likely to be price conscious

when it comes to the cost of using

smartphones abroad. Over half strongly

agree that it should be cheaper, compared to

just under half of men.

There is minor difference in perceptions

when it comes to age – those aged 55+ are

more likely to say they are price conscious,

compared to those aged 18-34.


46

The cost of using a smartphone abroadBy market

Travellers from all markets feel strongly that

the cost of using their smartphone when

abroad is too expensive.

The highest levels of agreement comes from

Spain where 65% strongly agree that the

cost of using smartphones abroad should be

cheaper. Russia (61%), France (59%) and

Sweden (58%) all have strong feelings about

the cost too, although the majority in most

markets strongly agree that the cost is too

high.

Those who don’t have as strong feelings

about the cost are South Korea, UAE,

Denmark, Netherlands and Germany.

50%

55%

57%

49%

45%

59%

44%

40%

51%

39%

43%

52%

54%

61%

52%

32%

65%

58%

30%

44%

31%

31%

26%

38%

30%

29%

33%

42%

34%

43%

33%

32%

32%

32%

27%

43%

22%

25%

39%

36%

Australia

Brazil

Canada

China

Denmark

France

Germany

India

Italy

Japan

Netherlands

New Zealand

Norway

Russia

Saudi Arabia

South Korea

Spain

Sweden

UAE

USA

Strongly agree Agree

Source: QM3. To what extent do you agree with the following statements? “I wish it was cheaper to use my smartphone when in a foreign country”

Base: Smartphone owners (9,867), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United



47

Technology and Social

Media

Foresight - issue 152

Documents

Technology and Social Media (PDF, 1,118KB) - … · Technology and Social Media Foresight –issue 152 VisitBritain Research. 2 Contents 1. Introduction 2. Summary 3. General social