Leisure Travellers an Mobile Devices

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    12-Nov-2014

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A representative Study over France, Germany, Netherlands and Great Britain about the Acceptance and Usage of Mobile Devices in Holidays and the biggest Barriers

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<ul><li> 1. The death of distanceAcceptance, usage and the biggest barriers for mobile servicesin leisure travel Results of a representative studyin GB/F/NL/GER Destination meets Online: TeneriffeClaudia Brzel M.A.University of Applied Science, Heilbronn April 2011First Results: the presentation is part of a speech. AP </li> <li> 2. The world is changing now... May 2007 The New Yorker Conference:Q. Ken Auletta A. Barry Diller/ Chairmen Expedia and IAC/InterActiveCorporationSource: Mobile Devices &amp; Leisure travel Study Jan 2011, IPSOS and HSHN Seite 2 </li> <li> 3. Mobiles Internet: Anzahl verkaufter Gerte 2009 bis 2012Internet | Mobiles Internet &amp; Apps Anzahl weltweit verkaufter mobiler Internetgerte von 2008 bis 2012* in Millionen Anzahl verkaufter Gerte in Millionen 450 416 The Change is now! 400 350 311 300 250 219 200 154 150 102 100 50 0 2008 2009 2010 2011 2012 Sulendiagramm Format 1/1 Quelle: [Verffentlicht durch] </li> <li> 4. Anzahl der Nutzer des mobilen Internets in Deutschland seit 2005Internet | Mobiles Internet &amp; Apps Anzahl der Nutzer des mobilen Internets in Deutschland in den Jahren 2005 bis 2014 (in Millionen) Anzahl der Nutzer in Millionen 45,0 40,8 The Change is now! 40,0 37,6 35,0 32,4 30,0 28,1 25,0 23,2 20,0 19 15,0 13,6 9,2 10,0 4,9 5,0 2,4 0,0 2005 2006 2007 2008 2009 2010* 2011* 2012* 2013* 2014* Sulendiagramm Format 1/1 Quelle: [Verffentlicht durch] </li> <li> 5. Concept of mobile technology is still new but fast growing u94% of private households own a mobile phone (or a smartphone) in 2010. (ACTA, Oct. 2010) uNearly 70% of handy/smartphone owners have used information on the road (weather, traffic information, event information, restaurant guides). (ACTA, Oct. 2010) uAbout 13% (about 9 million from 62 million handy Germany users) use mobile Internet with mobile devices. (AGOF, Mobile Facts, Sept. 2010)Source: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 5 </li> <li> 6. All the stuff is gonna change : new behaviour in work &amp; travel Anywhere Any time Information All you needSource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Behaviour Seite 6 </li> <li> 7. Recherchen und Buchungen von Reisen via Smartphone in den USAInternet | Mobiles Internet &amp; Apps Anzahl der Personen in den USA von 2010 bis 2012, die via Smartphone Reisen recherchieren oder buchen (in Millionen) Anzahl der Personen in Millionen 30 26,2 The Change is now! 25 21,3 20 16,6 15 13,9 10,7 10 7,7 5 0 2010 2011* 2012* Personen, die nach Reisen suchen Personen, die Reisen buchen Sulendiagramm Format 1/1 Quelle: eMarketer </li> <li> 8. THE STUDY: mobile devices &amp; leisure travel Germany/UK/NL/France International Masterstudents Heilbronn University in cooperation with IPSOS Media CT &amp; ITB BerlinSource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8 </li> <li> 9. Hypothesises Chances: a feeling of SECURITY, INDEPENDCY, Barriers: TIMESAVING and Service FEEs ADDED ENJOYMENT ROAMING COSTS LACK OF CONTENT AND APPLICATION KNOWLEDGESource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 9 </li> <li> 10. Theory behind : Technology Acceptance Model (TAM) Perceived ease of use Usage Usage Attitude intention behavior Perceived usabilitySource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN </li> <li> 11. What we asked about : uAttitude towards technology uTravel behaviour uList of possible application using Interest/ experience while travelling uConcept of feelings while using applications during travel with my smartphone u3 main barriers for not using location based servicesSource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 11 </li> <li> 12. first aspect: perceived ease of use : attitudeSource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 12 </li> <li> 13. Attitude towards technology and mobile devices in all 4 Countries is very positive All Countries/ top 2 boxes (agree + strongly agree)FINDINGS: Attitude In general technology makes life better. 70 By using mobile devices life can be more 70 comfortable. By using modern technology my quality of life 66 improved. Internet is essential in life. 62 Representative online omnibus survey among Everyone should be connected to the internet 1.000 persons aged 16-64 44 in Germany/Great Britain/ everywhere and at all times. France/Netherlands/ 0 10 20 30 40 50 60 70 80Source: Mobile Devices &amp; Leisure travel Study Jan 2011, IPSOS and HSHN Seite 13 </li> <li> 14. Drivers of the adoption are very fast The advantages are seen in all markets All Countries/ top 2 boxes (agree + strongly agree) In general technology makes lifeFINDINGS: Attitude better. Internet is essential in life. Netherlands GB By using mobile devices life can be more comfortable. France By using modern technology my Germany quality of life improved. Everyone should be connected to the internet everywhere and at all times. Representative online omnibus survey among 1.000 persons aged 16-64 0 20 40 60 80 100 in Germany/Great Britain/ France/Netherlands/Source: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 14 </li> <li> 15. Comparison: Leisure general population Business travel experts leisure business 1.000 UK 260 experts in the travel business, Travel 1.000 NL technology companies and 1.000 France travel management 1.000 Germany experts, business representative for the traveller, worldwide online population in the country White Paper in June 2011 Usage Interest - Barriers Usage - ProductivityMobile Devices &amp; Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices &amp; Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15 </li> <li> 16. By using modern technology my quality of life improved 60FINDINGS: Attitude 49 50 46 40 30 Business Leisure 20 10 0...</li></ul>

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