Download pdf - Leisure Travellers an Mobile Devices

The death of distance Acceptance, usage and the b iggest barr iers for mobi le serv ices in le isure t ravel – Resul ts of a representat ive study in GB/F/NL/GER

Claudia Brözel M.A. University of Applied Science, Heilbronn

AP

First Results: the presentation is part of a speech.

Destination meets Online:

Teneriffe April 2011

Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 2

The

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May 2007 The New Yorker Conference: Q. Ken Auletta A. Barry Diller/ Chairmen Expedia and IAC/InterActiveCorporation

Anzahl weltweit verkaufter mobiler Internetgeräte von 2008 bis 2012* in Millionen

Anzahl verkaufter Geräte in Millionen

Mobiles Internet: Anzahl verkaufter Geräte 2009 bis 2012 Internet | Mobiles Internet & Apps

102

154

219

311

416

0

50

100

150

200

250

300

350

400

450

2008 2009 2010 2011 2012

Quelle: [Veröffentlicht durch] Säulendiagramm Format 1/1

The Change is now

!

Anzahl der Nutzer des mobilen Internets in Deutschland in den Jahren 2005 bis 2014 (in Millionen)

Anzahl der Nutzer in Millionen

Anzahl der Nutzer des mobilen Internets in Deutschland seit 2005 Internet | Mobiles Internet & Apps

2,44,9

9,2

13,6

19

23,2

28,1

32,4

37,6

40,8

0,0

5,0

10,0

15,0

20,0

25,0

30,0

35,0

40,0

45,0

2005 2006 2007 2008 2009 2010* 2011* 2012* 2013* 2014*

Quelle: [Veröffentlicht durch] Säulendiagramm Format 1/1

The Change is now

!

Concept of mobile technology is still new – but fast growing u 94% of private households own a mobile phone

(or a smartphone) in 2010. (ACTA, Oct. 2010) u Nearly 70% of handy/smartphone owners have

used information on the road (weather, traffic information, event information, restaurant guides). (ACTA, Oct. 2010)

u About 13% (about 9 million from 62 million handy users) use mobile Internet with mobile devices. (AGOF, Mobile Facts, Sept. 2010)

Seite 5

Ger

man

y

Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

All the stuff is gonna change : new behaviour in work & travel

Seite 6

Anywhere

Any time

All you need

Information Behaviour


Anzahl der Personen in den USA von 2010 bis 2012, die via Smartphone Reisen recherchieren oder buchen (in Millionen)

Anzahl der Personen in Millionen

Recherchen und Buchungen von Reisen via Smartphone in den USA Internet | Mobiles Internet & Apps

16,6

21,3

26,2

7,7

13,9

10,7

0

5

10

15

20

25

30

2010 2011* 2012*

Personen, die nach Reisen suchen Personen, die Reisen buchen

Quelle: eMarketer Säulendiagramm Format 1/1

The Change is now

!

THE STUDY: mobile devices & leisure travel Germany/UK/NL/France

Seite 8 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

International Masterstudents Heilbronn University in cooperation with IPSOS Media CT & ITB Berlin

Hypothesises

Seite 9

Chances: a feeling of SECURITY,

INDEPENDCY, TIMESAVING and

ADDED ENJOYMENT

Barriers: Service FEEs

ROAMING COSTS LACK OF CONTENT AND APPLICATION

KNOWLEDGE


Theory behind : Technology Acceptance Model (TAM)

Perceived ease of use

Perceived usability

Attitude Usage intention Usage

behavior


What we asked about :

u Attitude towards technology u Travel behaviour u List of possible application using – Interest/

experience while travelling u Concept of feelings while using applications

during travel with my smartphone u 3 main barriers for not using location based

services


first aspect: perceived ease of use : attitude


Attitude towards technology and mobile devices in all 4 Countries is very positive


44

62

66

70

70

0 10 20 30 40 50 60 70 80

Everyone should be connected to the internet everywhere and at all times.

Internet is essential in life.

By using modern technology my quality of life improved.

By using mobile devices life can be more comfortable.

In general technology makes life better.

Representative online omnibus survey among

1.000 persons aged 16-64 in Germany/Great Britain/

France/Netherlands/

All Countries/ top 2 boxes (agree + strongly agree)

FIN

DIN

GS:

Atti

tude

Drivers of the adoption are very fast The advantages are seen in all markets

Seite 14

Representative online omnibus survey among

1.000 persons aged 16-64 in Germany/Great Britain/

France/Netherlands/

0 20 40 60 80 100

Everyone should be connected to the internet everywhere and at

all times.

By using modern technology my quality of life improved.

By using mobile devices life can be more comfortable.

Internet is essential in life.

In general technology makes life better.

Netherlands

GB

France

Germany

FIN

DIN

GS:

Atti

tude

All Countries/ top 2 boxes (agree + strongly agree)


Comparison: Leisure – general population Business travel – experts

1.000 UK 1.000 NL 1.000 France 1.000 Germany

representative for the online population in the country

leisure 260 experts in the travel business, Travel technology companies and travel management

experts, business traveller, worldwide White Paper in June 2011

business

Usage – Interest - Barriers Usage - Productivity

Seite 15 Mobile Devices & Business Travel 2011, ACTE and University Heilbronn


FIN

DIN

GS:

Atti

tude

By using modern technology my quality of life improved

46 49

0

10

20

30

40

50

60

Strongly disagree

Disagree Neutral Agree Strongly agree

Business Leisure

Mobile Devices & Business Travel 2011, ACTE and University Heilbronn


FIN

DIN

GS:

Atti

tude

By using mobile devices life can be more comfortable

54 51

0

10

20

30

40

50

60

Strongly disagree Disagree Neutral Agree Strongly agree

Business

Leisure

Mobile Devices & Business Travel 2011, ACTE and University Heilbronn


second aspects: interest and experience

Seite 18

Navigation and transport information are the most wanted applications – from the safety point of view :more important for trips outside the country

Seite 19

Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great

Britain/France/Netherlands/

All countries

37

41

42

52

55

0 10 20 30 40 50 60

Share informa2on and photos s on your mobile during your holiday

Read recommenda2ons for restaurants bars or interes2ng sights with your mobile

View virtual visitor guides on holiday on your mobile

Search for the latest news on flight/train and delays with your mobile when travelling on holiday

Navigate to a des2na2on using your mobile's GPS func2onality on holiday

FIN

DIN

GS:

Inte

rest


0 20 40 60 80

Share informa4on and photos

Read recommenda4ons

View virtual visitor guides

Search transport info

Navigate

Netherlands GB France Germany

Interest in using the features is very high > 30%

Seite 20



All countries – top2 Boxes; interested + very interested

FIN

DIN

GS:

Inte

rest


Usage experience during travel still low!

Seite 21

0 5 10 15 20 25 30

Navigate

Search

Read

Share

View

Netherlands GB France Germany

All countries – all respondents - used

I've already used this on my mobile during travel within or outside my country .



FIN

DIN

GS:

exp

erie

nce


u Most experience all respondents show within their country, but there is a strong interest using it outside the country


Interest & Experience

Third aspect: feelings, concepts attached to mobile devices

Seite 23

The ranking of perceived usability (feelings): Information – Networking – Independency – Security - Fun

Seite 24 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great


All countries – top2 Boxes; fully agree

FIN

DIN

GS:

per

ceiv

ed u

sabi

lity


31

32

39

40

51

0 10 20 30 40 50 60

...sounds like it would make travelling more fun.

...makes my travelling safer because the tour operator is always aware of my exact loca2on.

...gives me a greater feeling of independency.

...is a great opportunity to stay in contact with my network friends during my private travels.

...enables me to have access to more adequate informa2on for the appropriate situa2on.

The ranking of perceived usability: Germans & NL need information, French contact and British fun!

Seite 25 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great Britain/France/Netherlands/

All countries – top2 Boxes; fully agree

0 10 20 30 40 50 60

...sounds like it would make travelling more fun

makes travelling safer

stay in contact/Social Networking

...gives me a greater feeling of independency.

Access to adequate informa4on

Netherlands

GB

France

Germany

FIN

DIN

GS:

per

ceiv

ed u

sabi

lity


Users clearly recognized the value:

u tourists need more information because of „underway-situation“ in a new surrounding

u information is needed in a certain environment u in a convenient pattern u with mobile devices the information is at

the needed time and location and shape

Seite 26

BUT! Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

Fourth aspect: obstacles

Seite 27

Location Based Services: a Killer App?


Seite 29

Mai

n B

arrie

rs

Roaming Costs

Expensive Devices

Data Insecurity

COSTS! The most striking barrier for all markets not a lack of content or the application knowledge

FIN

DIN

GS:

Obs

tacl

es


Biggest barriers for using location based services

Seite 30

14

14

17

18

21

27

28

41

55

66

0 10 20 30 40 50 60 70

Informa2on provided by applica2ons is not reliable

Finding of useful informa2on/ applica2ons/features

Up to date informa2on online

Undeveloped Technology abroad

Knowledge about useful applica2ons

Lack of informa2on in rural areas

Lack of internet coverage abroad

Feeling of insecurity (data privacy)

Not having the appropriated device it's s2ll too expensive

Roaming costs

All countries – multiple answers (3 biggest barriers) F

IND

ING

S: O

bsta

cles


Wra

ppin

g it

up

TECHNOLOGY

advanced

developed

easy to use

available

accessable

broad

ubiquity


Wra

ppin

g it

up

Adopting process

advanced

learned

benefits clear

feeling of independency

fun

security

relaxing vacation!


Wra

ppin

g it

up

COSTS require innovative offers to make the value for tourist usable and the advantage for destinations, tour operators and the travel industry interesting


... At the moment ...


.useful information but single apps no networking


single apps Standard Info Missing: FUN Network Tipps...

... A new model for a city tour... u City Schwäbisch Hall: Caching

(GPS-treasure hunt)



Caching Community: UGC

The Authors with thanks to our partner:

University of applied Science Heilbronn Tourismusmanagement & eCommerce Manfred Lieb Claudia Brözel [email protected] [email protected]

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