Itbetw ipsos brözel
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Itbetw ipsos brözel Itbetw ipsos brözel Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • The M-Change is more rapid than Internet! Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 5
  • 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
  • Organizing everything on the move Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 7
  • Change – new search patterns Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8
  • Adoption is easy and useful: fast!Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Source: Businessinsider.com Seite 9
  • Result : Fragmentation Needed: Information platforms for access Source: Businessinsider.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 10
  • New working areas: The cloud Source: appcelerator.comSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 11
  • 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
  • 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
  • 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
  • THE STUDY: mobile devices & leisure travel Germany/UK/NL/FranceSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15
  • 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
  • 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
  • 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
  • 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
  • first aspect: perceived ease of use : attitudeSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 20
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • second aspects:interest and experience Seite 27
  • 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
  • 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
  • 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
  • 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
  • Third aspect: feelings,concepts attached tomobile devices Seite 32
  • 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
  • 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
  • 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
  • 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: Obstacles Main Barriers Roaming Costs Expensive Devices Data InsecuritySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 38
  • 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
  • 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
  • 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
  • TECHNOLOGY advancedWrapping it up developed easy to use available accessable broad ubiquitySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  • 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
  • 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
  • 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