6. Portrait of American TravelersSM Methodology
The information presented in this report was obtained from online interviews
with 2,527 active leisure travelers conducted during February and March, 2012:
Adults (> =18 years of age)
Reside in the United States
Annual household income >= $50,000
Have taken at least one leisure tip of 75
miles or more from home requiring
overnight accommodations during the
previous 12 months.
7. SMARTPHONE OWNERSHIP
2012 Smartphone Ownership
Own a Smartphone
Generationally
54 Millennial 18-33 66%
32 Gen X 34-47 61%
23
Boomer 48-66 43%
Matures 67+ 23%
2010 2011 2012
7
21. LOCAL SEARCH
DRIVES
ACTIVITY
95% of Smartphone users search for local information
88% of those searches result in an “action” within a
day, presumably to visit a website or an actual venue.
77% have conducted business after using mobile
search for local information,
61% calling and 59% visiting the premises of a local
business.
Per google, 19% of all hotel queries are being
searched on mobile devices.
Tnooz, May2011
22. FLORIDA
RESORT
September 1 – October 15
60% visitors to site are in market
Overall traffic is 24% Phone or Tab
10% Tab
14% Phone
71 Bookings
70 Tab
1 Phone
23. CALIFORNIA
RESORT
Sept 1 – Oct 15
26% Overall Visitors
(Phone or Tab)
60% Smartphone
66% from California
47% from San
Fran, Oakland, San Jose Metro
431 Calls
712 Directions
5 Bookings
40% Overall is Tab
46 bookings
2x conversion rate of phone
87% same day conversions
(visit and book)
26. ENABLE ACTIONS
FOR SMARTPHONE
VISITORS
Informative and easily actionable
content and layout
Service oriented
Post-transaction support
Directions, phone numbers, maps
Transportation and area information
Location aware and contextual
Recognize local versus other traffic
Promote reasons to visit
(events, activities, specials)
Search optimized
27.
28. SUPPORT
CONVERSION FOR
TABLET VISITORS
Highly visual design
full-screen photos, video embeds
Simplified, touch friendly navigation
with clear calls-to-action
Social extensions
integrate reviews, UGC
integrate channel feeds
ask for connections
Recognize visitors may already know
about you and are ready to commit
29.
30. THANK YOU!
LUCAS COBB
@lucascobb
www.MMGYGLOBAL.com
Cover these areas. Questions are wlecome at anytime.
According to the just-released MMGY Global/Harrison Group 2012 Portrait of American Travelers™, smartphones are continuing to be our most trusted travel companions while tablets grow in ownership but wane as travel tools.Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 54% report owning a smartphone from which they access the internet. (up 21% from 2011)Across generations, Millennials (ages 18 – 33) report the highest smartphone ownership and usage at 66% versus 23% for Matures (age 67+).
The national average in the US smartphone owners reported by comscore Aug 1 is 47%.http://techcrunch.com/2012/08/01/comscore-us-smartphone-penetration-47-in-q2-android-remains-most-popular-but-apples-growing-faster/Travelers exceed this average by 7%
Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 27% report owning a tablet from which they access the internet. (up 20% from 2011). GenX (ages 34 – 47) lead the tablet market with 32% ownership and usage versus 20% of Matures.
While the increase in ownership on average and generationally is not necessarily surprising, though it is significant, the differences reported in travel related activities conducted between devices are.Web-based travel related activities with these tools are beginning to show signs of significant variance.
For those of us who own both, how many take them both everywhere you go? So what is the mobile divide? Well It’s not quiet as dramatic as the Continental Divide…
It’s the transition between primary activities on smartphones and activities on tablets. 5 phases which make up the ‘funnel’ if you will.
The most common behavior on both devices… the most common behavior on anything digital, it makes sense this is where we start. The difference is in what we are searching for and where we are when we do it.
Next in line is finding, which we coorelate with navigation or wayfinding. Directions, maps driven by proximity searches. Phones dominate this step.
Here we reach the point where behaviors begin to get more inline between device types. The act of evaluation, or using reviews and other content to help make a decision is occuring 30% percent of the time on both platforms.
Once the evaluation and vetting of options is done, though, the actual shopping behaviors occur more on tablets. Users may find what they want on their smartphone if it’s a specific thing, but they won’t spend as much time looking around for other options or price comparing.
Where tablet activities begin to pickup and a distinct usage pattern form is when the user shifts from searching and sharing and settles in to shop and buy. In 2012 37% of tablet users are shopping rates and 28% making the final booking via the device. Both of these measures are 12% higher than smartphone.Whether it’s because users are skeptical of phone commerce, or it just isn’t easy enough, they shift to the tablet to complete the purchase.
After it’s all said and done and the travel experience is in full swing, phones come back to the forefront. Sharing is also an activity that can occur at anytime in the purchase path and these devices are inherently social as all of us know who follow twitter or facebook remotely.
So, that’s the process and the divide. Lets look at some specifics industry observations and case studies from a couple of our clients.
Recently redesigned and launched
Content should be restructured for each interface. Responsive approach is one way. But not the only way. Use your analytics to understand what users are doing and cater your screen experiences appropriately