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Not without mysmartphone!Acceptance, usage and the biggest barriers for mobile servicesin leisure travel –Results of a rep...
The world is changing now...        This is a radical revolution, …        all the stuff is gonna change up, …        Hist...
The change is today!                       from mainframe to                       minicomputer to                       P...
Devices getting more individual & mobile             Mobile Internet = Multiple Devices                                   ...
The M-Change is more rapid than Internet!                                                                                 ...
Concept of mobile technology is still new– but fast growing  u 94% of private households own a mobile phone     (or a sma...
Organizing everything on the move                                                                         Source: Business...
Change – new search patterns                                                  Source: Businessinsider.comSource: Mobile De...
Adoption is easy and useful: fast!Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN   Source: Busines...
Result : Fragmentation         Needed: Information platforms for access                                                   ...
New working areas: The cloud                                                                         Source: appcelerator....
Today: „the always on traveller“•  everybody is online - always•  unit – mobile device•  cloud connected•  software – tran...
All the stuff is gonna change –                                new thinking                                         inform...
All the stuff is gonna change – new behaviour        in work, leisure, travel                      Anywhere               ...
THE STUDY:                   mobile devices & leisure travel                   Germany/UK/NL/FranceSource: Mobile Devices ...
The Study                          International Masterstudents Heilbronn University                          in cooperati...
Hypothesises               Chances:              a feeling of              SECURITY,            INDEPENDCY,               ...
Theory behind :        Technology Acceptance Model (TAM)                       Perceived                       ease	  of	 ...
What we asked about :     u Attitude towards technology     u Travel behaviour     u List of possible application using...
first aspect:            perceived ease of use :            attitudeSource: Mobile Devices & Leisure Travel Study Jan 2011...
Attitude towards technology and mobile               devices in all 4 Countries is very positive                          ...
Germans are striking „mobile minded“            British technology affine                                                 ...
Comparison:                                   Leisure – general population                                              Bu...
By using modern technology my quality of life improved                     60FINDINGS: Attitude                           ...
In general technology makes my life better                     60                                                         ...
By using mobile devices life can be more comfortableFINDINGS: Attitude                     60                             ...
second aspects:interest and experience                          Seite 27
Navigation and transport information are the            most wanted applications while travelling                         ...
Interest in using the features is very high > 30%FINDINGS: Interest                                                    Nav...
Usage experience during travel still low!                                                                                 ...
Some striking differences: Independency     (READ, ACESS, NAVIGATE, SEARCH, VIEW)     u  UK respondents in comparison to ...
Third aspect: feelings,concepts attached tomobile devices                          Seite 32
The ranking of perceived usability (feelings):                                    Information – Networking – Independency ...
The ranking of perceived usability:                                 Germans & NL need information, French contact and Brit...
Users clearly recognized the value:       u tourists need more information because of          „underway-situation“ in a ...
Fourth aspect:obstacles                 Seite 36
Location Based Services: a Killer App?Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN   Seite 37
COSTS! The most striking barrier for all markets         not a lack of content or the application knowledgeFINDINGS: Obsta...
Biggest barriers for using location based servicesFINDINGS: Obstacles                                                     ...
Biggest Barriers:      Ger+GB: roaming is the big topic; F complain about lack of content in      rural areas, Germans fee...
In General we found out that        Younger generation has a rather positive attitude towards new tech and        higher i...
TECHNOLOGY                   advancedWrapping it up                         developed                                     ...
Adopting processWrapping it up                                 advanced                                                 le...
COSTS require new offers                   to make the value for touristWrapping it up                   usable and       ...
The AuthorsUniversity of applied Science              IPSOS GermanyHeilbronn                                  Ipsos MediaC...
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  1. 1. Not without mysmartphone!Acceptance, usage and the biggest barriers for mobile servicesin leisure travel –Results of a representative studyin GB/F/NL/GERCatherin Anne Hiller, Ipsos MediaCT , Manager Client ServiceClaudia Brözel M.A.Prof. Dr. Manfred G. LiebUniversity of Applied Science, Heilbronn AP
  2. 2. The world is changing now... This is a radical revolution, … all the stuff is gonna change up, … Historical channels of distribution are gone, are thrown into chaos, … The issue is not the form factor, … what matters is, the way you get it, is completely different Barry Diller, Chairman Expedia and IAC/InterActiveCorporation May 2007 The New Yorker ConferenceSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 2
  3. 3. The change is today! from mainframe to minicomputer to PC to desktop Internet to mobile InternetSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 3
  4. 4. Devices getting more individual & mobile Mobile Internet = Multiple Devices from Mobile Phone to Blackberry to Smartphone to Tablet to ??????Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 4
  5. 5. The M-Change is more rapid than Internet! Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 5
  6. 6. 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 Germany users) use mobile Internet with mobile devices. (AGOF, Mobile Facts, Sept. 2010)Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 6
  7. 7. Organizing everything on the move Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 7
  8. 8. Change – new search patterns Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8
  9. 9. Adoption is easy and useful: fast!Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Source: Businessinsider.com Seite 9
  10. 10. Result : Fragmentation Needed: Information platforms for access Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 10
  11. 11. New working areas: The cloud Source: appcelerator.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 11
  12. 12. Today: „the always on traveller“•  everybody is online - always•  unit – mobile device•  cloud connected•  software – transaction oriented•  all platforms with integrated mobile architectureSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 12
  13. 13. All the stuff is gonna change – new thinking information is available anywhere anytime all you needSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 13
  14. 14. All the stuff is gonna change – new behaviour in work, leisure, travel Anywhere Any time Information All you need BehaviourSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 14
  15. 15. THE STUDY: mobile devices & leisure travel Germany/UK/NL/FranceSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15
  16. 16. The Study International Masterstudents Heilbronn University in cooperation with IPSOS Media CT Fabienne GruppKarolina Wowak Alvina Mukhamedjanova Jingchao Zhang Jonathan Riddle Zhixing Wei Lorena Gonzalez Ewelyna Koscielsak + Anastasia Andreeva Seite 16
  17. 17. Hypothesises Chances: a feeling of SECURITY, INDEPENDCY, Barriers: TIMESAVING and Service FEEs ADDED ENJOYMENT ROAMING COSTS LACK OF CONTENT AND APPLICATION KNOWLEDGESource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 17
  18. 18. Theory behind : Technology Acceptance Model (TAM) Perceived ease  of  use Usage   Usage   Attitude intention behavior Perceived usabilitySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  19. 19. 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 servicesSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 19
  20. 20. first aspect: perceived ease of use : attitudeSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 20
  21. 21. 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 & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 21
  22. 22. Germans are striking „mobile minded“ British technology affine 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 & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 22
  23. 23. 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 & Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 23
  24. 24. By using modern technology my quality of life improved 60FINDINGS: Attitude 49 50 46 40 30 Business Leisure 20 10 0 Strongly Disagree Neutral Agree Strongly agree disagreeMobile Devices & Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  25. 25. In general technology makes my life better 60 54 52FINDINGS: Attitude 50 40 37 Business Leisure 30 19 20 10 0 Strongly disagree Disagree Neutral Agree Strongly agreeMobile Devices & Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  26. 26. By using mobile devices life can be more comfortableFINDINGS: Attitude 60 54 51 50 40 30 Business Leisure 20 10 0 Strongly disagree Disagree Neutral Agree Strongly agreeMobile Devices & Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  27. 27. second aspects:interest and experience Seite 27
  28. 28. Navigation and transport information are the most wanted applications while travelling All countries Navigate  to  a  des2na2on  using  your  mobiles  GPS  FINDINGS: Interest 55   func2onality  on  holiday   Search  for  the  latest  news  on    flight/train  and  delays  with     52   your  mobile  when  travelling  on  holiday   View  virtual  visitor  guides    on  holiday  on  your    mobile   42   Read  recommenda2ons  for  restaurants    bars  or  interes2ng   41   sights  with  your    mobile   Share  informa2on  and  photos  s  on  your  mobile  during   37   your    holiday   0   10   20   30   40   50   60   Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/GreatSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 28
  29. 29. Interest in using the features is very high > 30%FINDINGS: Interest Navigate   All countries – top2 Boxes; Search  transport  info   interested + very interested View  virtual  visitor  guides    Netherlands     GB   Read  recommenda4ons    France      Germany     Share  informa4on  and  photos     0   20   40   60   80   Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/GreatSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 29
  30. 30. Usage experience during travel still low! Ive already used this on my mobile during travel within or outside my country .FINDINGS: experience View Share Netherlands Read GB France Search Germany All countries – all respondents - used Navigate 0 5 10 15 20 25 30 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/GreatSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 30
  31. 31. Some striking differences: Independency (READ, ACESS, NAVIGATE, SEARCH, VIEW) u  UK respondents in comparison to other countries have feeling of independency more within their country than outside) u  F, UK, GER especially female respondents agreed with the statement that using mobile apps makes them feel more independend u  Most experience all respondents show within their country, but there is a strong interest using it outside the country u  Men are more experienced than womenSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 31
  32. 32. Third aspect: feelings,concepts attached tomobile devices Seite 32
  33. 33. The ranking of perceived usability (feelings): Information – Networking – Independency – Security - FunFINDINGS: perceived usability ...enables  me  to  have  access  to  more    adequate   51   informa4on  for  the    appropriate  situa4on.   ...is  a  great  opportunity  to  stay  in    contact  with  my   40   network  friends  during    my  private  travels.   ...gives  me  a  greater  feeling  of    independency.   39   ...makes  my  travelling  safer  because    the  tour  operator   32   is  always  aware  of    my  exact  loca4on.   All countries – top2 Boxes; ...sounds  like  it  would  make  travelling    more  fun.   31   fully agree 0   10   20   30   40   50   60   Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/GreatSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 33
  34. 34. The ranking of perceived usability: Germans & NL need information, French contact and British fun!FINDINGS: perceived usability Access  to  adequate  informa4on   All countries – top2 Boxes; fully agree ...gives  me  a  greater  feeling  of     independency.    Netherlands     stay  in  contact/Social  Networking     GB    France     makes  travelling  safer    Germany     ...sounds  like  it  would  make   travelling  more  fun   0   10   20   30   40   50   60   Representative online omnibus survey among 1.000 personsSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN aged 16-64 in Germany/Great Britain/France/Netherlands/ Seite 34
  35. 35. 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 BUT!Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 35
  36. 36. Fourth aspect:obstacles Seite 36
  37. 37. Location Based Services: a Killer App?Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 37
  38. 38. COSTS! The most striking barrier for all markets not a lack of content or the application knowledgeFINDINGS: Obstacles Main Barriers Roaming Costs Expensive Devices Data InsecuritySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 38
  39. 39. Biggest barriers for using location based servicesFINDINGS: Obstacles Roaming  costs     66   Not  having  the  appropriated  device  its    s2ll  too   55   expensive   Feeling  of  insecurity  (data  privacy)     41   Lack  of  internet  coverage  abroad     28   Lack  of  informa2on  in  rural  areas     27   Knowledge  about  useful  applica2ons     21   Undeveloped  Technology  abroad     18   Up  to  date  informa2on  online     17   Finding  of  useful  informa2on/    applica2ons/features   14   All countries – multiple Informa2on  provided  by  applica2ons  is    not  reliable   14   answers (3 biggest barriers) 0   10   20   30   40   50   60   70  Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 39
  40. 40. Biggest Barriers: Ger+GB: roaming is the big topic; F complain about lack of content in rural areas, Germans feel unsecure, Roaming  costs     no  device  (too  expensive)  FINDINGS: Obstacles Feeling  of  insecurity  (data  privacy)     Lack  of  internet  coverage  abroad     Lack  of  informa4on  in  rural  areas     Undeveloped  Technology  abroad      Netherlands     Knowledge  about  useful  applica4ons     GB   Informa4on  provided  by  app  -­‐  not    France     reliable   Up  to  date  informa4on  online      Germany     All countries – multiple Finding  of  useful  informa4on/  app   answers (3 biggest barriers) 0   20   40   60   80   100  Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 40
  41. 41. In General we found out that Younger generation has a rather positive attitude towards new tech and higher interest in using features during holidays than the other age groups Non-holiday-maker are less interested in using features during holidays, as they apparently had not the opportunity to experience the advantages this year The 3 main barriers for LBS-usage are roaming costs, expensive device, insecurity of data (except for France lack of info in rural areas instead of insecurity) In general, men use at least two times more often the mapping service, browse the internet and use apps on their mobile than women Abroad-holiday-maker use the mapping services more often than domestic-holiday-makerSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 41
  42. 42. TECHNOLOGY advancedWrapping it up developed easy to use available accessable broad ubiquitySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  43. 43. Adopting processWrapping it up advanced learned benefits clear feeling of independency fun security n ! va catio rela xingSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  44. 44. COSTS require new offers to make the value for touristWrapping it up usable and the advantage for destinations, tour operators and the travel industry useableSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  45. 45. The AuthorsUniversity of applied Science IPSOS GermanyHeilbronn Ipsos MediaCTTourismusmanagement & Catherin Anne HillereCommerce Catherin.Hiller@Ipsos.comManfred LiebClaudia Brözellieb@hs-heilbronn.debroezel@hs-heilbronn.de White Paper is coming up -> V-Card
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