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JiWire study on mobile devices for travel research and booking

JiWire study on mobile devices for travel research and booking

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    Ji wire Ji wire Presentation Transcript

    • InsightsJiWireMobileAudienceInsightsReport Q12013
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Key Insights Multi-Device Adoption & Behaviors 2-4 Travel Research & Purchase Behaviors 5-7 Mobile Audience & Location Trends 8-10 Connected Device Adoption 11-12 Worldwide Location Highlights 13-14 OurQ1reportfocusesonunderstandinghowmobileistransformingconsumerbehaviorswithrespecttothetravel and hospitality industry. We did so by examining consumers’ location & mobile adoption and behaviors, as well as connected device adoption andWi-Fi usagetrends. Our research identified several important industry insights, a few of which uncover behaviors contrary to travel industry beliefs. The first is a significant increase in consumer cross-device behavior. The second area considers why and how active mobile consumers research and book travel-related reservations looking at mobile apps vs. mobilesiteandloyaltyvs.promotions.Thethirdhighlightsaggressivetabletadoptioningeneral,andwhenitcomes topublicWi-Fiusage. Key findingsinclude: • Nearly 50% of active mobile consumers use their smartphone and tablet for travel research. • 44% of consumers are comfortable spending over $500 when booking travel from a mobile device. • Smartphone & tablet usage of public Wi-Fi increased to 60% of all public Wi-Fi connections. • Travel aggregator & airline apps are 3x more important than branded hotel apps & mobile sites for consumer research & purchase. 52% of consumers used a mobile device to book travel in the last 90 days Source: JiWire, Q1 2013 1 52%
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 The percentage of people using smartphones & tablets to research travel-related services is almost equal to laptops • Almost 50% of active mobile consumers are using smartphones & tablets for travel research, showing a rapid adoption of mobile devices for travel services and indicating a shift away from laptops. • While laptops remain the preferred device for travel-related purchases, mobile devices are showing strong adoption with 27% already saying they use their smartphone to make travel-related purchases. 44% of consumers are willing to spend $500+ when booking a travel-related purchase from their mobile device • 30% spend $100-499, which could include restaurants, entertainment, hotel & flight deals. • Only 13% of consumers indicate they don’t make travel purchases with their mobile device. How People Use Mobile Devices for Travel-Related Research and Purchasing Which devices do you use to research and make travel purchases? How much are you willing to spend on travel when making a purchase from your mobile device (smartphone or tablet)? Smartphone Tablet Laptop Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 Research Purchase Less than $100 $100- $499 $500- $999 $1,000- $1,499 $1,500- $1,999 $2,000+ None 48% 49% 56% 27% 39% 63% 13% 30% 23% 11% 5% 5% 13% 2
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Cross-Device Research & Purchase Behaviors Vary by Device 48% 49% 56% 48% research on their smartphone Of that 48% Of that 49% Of that 56% Book on smartphone Book on smartphone Book on smartphone Book on tablet Book on tablet Book on tablet Book on laptop Book on laptop Book on laptop 49% research on their tablet 56% research on their laptop 40% 30% 31% 48% 54% 39% 71% 67% 75% Source: JiWire, Q1 2013Source: JiWire, Q1 2013 3 A look at research and purchase behaviors revealed significant cross-device activity through the purchase funnel for travel services • Of those researching on a smartphone, almost half (48%) report booking on a tablet. • Of those researching on a laptop, 31% report booking on a smartphone. Despite active multi-device usage, there is a strong correlation between the device consumers use to research & purchase • The highest purchase percentage for smartphones came from those who also researched on smartphones. The same correlation applies for tablets and laptops. Travel Research Behavior By Device Travel Purchase Behavior By Device
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 How Consumers Have Used Their Devices For Travel in the Last 90 Days Which devices did you book travel on in the last 90 days? 23% 29% 52% 6% 13% 34% 47% 48% Smartphone Tablet Laptop Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 Percentage that used only one device to book travel in the last 90 days 4 52% of consumers used a mobile device when booking travel in the last 90 days • Usage is shifting toward mobile devices, with smartphones and tablets representing 23% and 29% respectively. Withinthelast90days, the majorityofconsumersusedmultipledevicestomaketravel-relatedpurchases • 47% of travel purchases were done across multiple devices, however 34% used laptops specifically. • 19% used only a mobile device to book travel. Smartphone Only Tablet Only Laptop Only Multiple Devices
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Do you make reservations for a current trip while traveling? Do you make reservations for a future trip while traveling? If you do research or make a purchase while traveling, which devices do you use? Source: JiWire, Q1 2013Source: JiWire, Q1 2013 Research Purchase Yes No Yes No 33% 44% 67% 44% 29% 40% 35% 52% 50% 56% 5 How Consumers Book Travel While Traveling Consumers are making last-minute purchase decisions while traveling • 67% of travelers make reservations for their current trip while traveling. • 56% make travel-related reservations for a future trip while traveling. Consumers are using mobile to book travel while traveling • Nearly one third of travelers use their smartphone or tablet to purchase while traveling compared to 50% using a laptop. • 44% use their smartphone & 40% use their tablet to research travel while traveling. Smartphone Tablet Laptop
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 LoyaltyRewards Com panyPolicy DealsorProm otions Brand Favorability Co-branded CreditCard Loyalty Rewards Company Policy Deals or Promotions Brand Favorability Co-branded Credit Card What influences your decision-making when booking travel? Source: JiWire, Q1 2013 6 35.1% 31.6% 34.5% 24.4% 32.7% 43.1% 31.3% 28.2% 24.7% 26% Key Influencers of Business & Leisure Travelers’ Purchase Decisions Business Travelers and Leisure Travelers are influenced differently when making purchase decisions • For Business Travelers, loyalty rewards are the #1 influencer, followed by company policy. • Deals or promotions influence both types of travelers, but are the #1 influencer for Leisure Travelers, over 10% higher compared to Business Travelers. • Around one third of both travel groups book based on their loyalty rewards programs & 25%-26% because of their branded credit cards. Business Traveler Leisure Traveler
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 TravelAggregatorApp Branded AirlineApp TravelAggregator M obileSite Branded Airline M obileSite Branded HotelApp Branded Hotel M obileSite If you book travel on your smartphone or tablet, which of the following is most important for research & booking? Source: JiWire, Q1 2013 7 Business Traveler Leisure Traveler 37% 32% 32% 33% 10% 9%10% 9% 7% 5% 12% 4% Travel Aggregator App Travel Aggregator Mobile Site Branded Airline App Branded Airline Mobile Site Branded Hotel App Branded Hotel Mobile Site How Travelers Use Mobile Apps & Sites Mobile apps dominate consumer preference when it comes to travel & hospitality • Travel aggregator & airline apps are 3x more important than branded hotel apps & mobile sites for consumer research & purchase. • In each category (e.g. travel aggregator, branded airline, etc.) apps were deemed more important than the same service via a mobile site.
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Brand Comparison of Audiences Using Location Data Top Big Box: Home Depot Top QSR: Subway Top Restaurant: Applebee’s Top Electronic Retailer: Radio Shack Top Bank: Bank of America 1 2 3 4 5 Top Big Box: Costco Top QSR: McDonald’s Top Restaurant: Bubba Gump’s Top Electronic Retailer: Radio Shack Top Bank: Chase 1 2 3 4 5 Comparing two travel & hospitality brands, we identified significant differences in their audiences: 46% 56% 55% 90% 54% 44% 35% 21% 62% 49% 14% 9% 31% 45% Male Male Parents Parents Female Female College Students College Students Business Business Tech Enthusiasts Tech Enthusiasts Leisure Leisure Who are Best Western customers? Who are Holiday Inn customers? Top Locations that Best Western Customers Frequent Top Locations that Holiday Inn Customers Frequent 8
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Brand Comparison of Audiences Using Location Data Comparing two travel & hospitality brands, we identified significant differences in their audiences: (cont.) 9 Household Income in the $1,000’s Household Income in the $1,000’s Frequency & Loyalty Frequency & Loyalty 1% 49% spend over 5 nights per 60 days at a Best Western 54% spend over 5 nights per 60 days at a Holiday Inn 6% of Best Western patrons go to at least 1 other hotel chain 60% of Holiday Inn patrons also go to at least 1 other hotel chain 49% 54% 6% 60% $0 – $50 $50 – $100 $100 – $150 $150 – $250 $250K plus $0 – $50 $50 – $100 $100 – $150 $150 – $250 $250K plus 44% 46% 41% 42%12% 7% 2% 1% 3%
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 33% How are Consumers Connecting to Wi-Fi? Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 10 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 TabletSmartphone Laptop 14% 17% 16% 19% 22% 31% 35% 40% 39% 38% 55% 48% 44% 42% 40% Growth in the ratio of mobile connections, year over year Decline in the ratio of laptop connections, year over year 27% Connected Device Trends: Public Wi-Fi Usage Mobile devices grew from 45% to 60% of Wi-Fi connections year over year, a 33% lift • 60% of all public Wi-Fi usage was represented by mobile devices, with smartphones at 38% & tablets at 22%. • Laptop usage decreased to 40% of usage, a relative decrease of 27% year over year. For the second quarter in a row, tablet growth surpasses both smartphone & laptop growth • Smartphone & laptop connections declined from 39% to 38%, and 42% to 40% quarter over quarter respectively.
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Hotel Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013 Q1 2012 Q1 2013 Mall AirportsRestaurantsCafé Percent of Wi-Fi Connections by Device & Location Source: JiWire, Q1 2013 11 Smartphone Tablet 28% 14% 35% 23% 53% 9% 57% 13% 50% 11% 56% 15% 73% 7% 9% 81% 27% 22% 37% 28% Connected Device Adoption: Public Wi-Fi Usage Both smartphone & tablet connections continue to grow quarter over quarter, and year over year • While tablet usage is highest at airports (28%), the growth in tablet usage was highest at hotels (64%) and cafés (44%). • Smartphone Wi-Fi usage is highest at restaurants (81%). • The highest growth in smartphone usage was at airports (37%) & hotels (25%).
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 Top 10 Wi-Fi Mobile Devices: Q1 2013 Top Wi-Fi Mobile OS: Q1 2013 1 Apple iPhone 32.4% 1 - 10.0% 2 Apple iPad 31.1% 2 + 9.1% 3 Apple iPod Touch 5.7% 3 - 10.5% 4 Samsung Galaxy S III 5.7% 4 + 23.0% 5 Kindle Fire 2.6% 6 + 14.0% 6 Samsung Galaxy S II 2.5% 5 - 2.9% 7 Samsung Galaxy Tab II 1.3% 146 + 18.1% 8 Samsung Galaxy Note II 1.0% 72 + 25.5% 9 Droid Razr 4G 0.8% 10 + 8.1% 10 Nexus 7 0.6% 123 + 7.1% 1 iOS 69.0% 1 + 0.9% 2 Android OS 28.5% 2 + 2.2% 3 RIM OS 1.6% 3 - 36.2% 4 Windows OS 0.6% 4 - 16.9% 5 Symbian OS 0.1% 5 - 50.0% 6 Linux OS 0.1% 6 - 34.4% 7 WebOS 0.1% 7 - 0.5% Q1 Rank Q1 Rank Mobile Device Top 10 Mobile Device OSQ1 2013 % of Ad Requests Q1 2013 % of Ad Requests Q4 2012 Rank Q4 2012 Rank % Change in Market Share % Change in Market Share Note: JiWire measurement includes all mobile device types in order to provide a complete view of how the on-the-go audience is connecting. * OS: Operating System.12 Connected Device Adoption: U.S. Highlights Samsungdevices claim 4 ofthe top10spotsformobiledevicesconnectingtopublicWi-Fi • Apple devices remain in the top 3 spots, with iPhone, and iPod Touch accounting for 69.2% of market share. TheKindleFirecontinues to remain thestrongest challengertotheiPadinthetabletmarketsegmentiOSand Androidcontinue to dominate the marketasthetopWi-Fimobileoperatingsystems • Furthermore, Android is consistently increasing market share for the third quarter in a row.
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Worldwide public Wi-Fi locations declined in Q1 2013 due to database updating of Wi-Fi providers • Quarterly growth of 0.78% from Q3 2012 to Q4 2012. • Annual growth of 20.1% from Q4 2011 to Q4 2012. Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 Worldwide public Wi-Fi locations: 2009 – 2013 Worldwide quarterly growth in public Wi-Fi locations: 776,556 813,953 820,262 817,793 289,476 414,356 682,929 820,262 817,793 2009 Q2 20122010 Q3 20122011 Q4 20122012 Q1 2013 YTD2013 YTD 13 Worldwide Location Highlights: Public Wi-Fi Locations
    • JiWireMobileAudienceInsightsReport Q12013 Source: JiWire, Q1 2013 Public Wi-Fi business models: Worldwide Q1 2013 Public Wi-Fi business models: U.S. Q1 2013 1 South Korea 186,759 1 + 0.16% 2 United Kingdom 182,640 2 0.0% 3 United States 130,616 3 - 2.60% 4 China 104,106 4 0.0% 5 France 35,433 5 0.0% 6 Taiwan 24,148 6 0.0% 7 Russian Fed. 16,829 7 0.0% 8 Japan 15,735 8 - 0.01% 9 Germany 15,105 9 0.0% 10 Sweden 9,546 10 0.0% Q1 Rank Country Q1 2013 Number of Locations Q1 2013 Rank % Change Paid Free Paid Free 21.9% 18.3% 78.1% 81.7% Source: JiWire, Q1 2013 Source: JiWire, Q1 2013 14 Worldwide Location Highlights: Public Wi-Fi Locations Free locations continues to see growth in the U.S., up 2.8% from 78.9% in Q4 2012 • Free locations in the U.S. continue to increase, while free locations Worldwide have remained between 19 – 25%. South Korea remained in the #1 spot for the second quarter in a row
    • Insights JiWireMobileAudienceInsightsReport Q12013 The Q1 Insights Report highlights recent mobile market audience usage trends offering advertisers insights they can apply to their mobile strategies and campaigns. This quarter focused on the travel & hospitalitymarket. JiWire is the pioneer of and leading location-powered mobile advertising and data platform, leveraging proprietaryhistoricalandpresentdataenablingadvertiserstoeffectivelyengagetheirdesiredaudience acrossallmobiledevicesatscale.JiWirehasbeenaninnovativeleaderinevolvingmobileadvertisingand delivering mobile audiences since 2003. Our data platform creates unique audience profiles from 12.3 billionlocationtagsacross700milliondevicesincludingsmartphones,tabletsandlaptops. Forquestions,interviewrequests,additionalinfoortomakerecommendationsforfuturereports, pleasecontactusatInsights@jiwire.com. Methodology: JiWire’s Mobile Audience Insights Report is based on data compiled from multiple proprietary sources; a survey of more than 1,300 randomly selected customers from across JiWire’s combined Wi-Fi and mobile advertising platform. The report is based on data collected in March ‘13. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.