The death of distanceAcceptance, usage and the biggest barriers for mobile servicesin leisure travel –Results of a represe...
The world is changing now...                    May 2007 The New Yorker Conference:Q. Ken Auletta A. Barry Diller/ Chairme...
Mobiles Internet: Anzahl verkaufter Geräte 2009 bis 2012Internet | Mobiles Internet & Apps                Anzahl weltweit ...
Anzahl der Nutzer des mobilen Internets in Deutschland seit 2005Internet | Mobiles Internet & Apps Anzahl der Nutzer des m...
Concept of mobile technology is still new– but fast growing  u 94% of private households own a mobile phone     (or a sma...
All the stuff is gonna change : new behaviour        in work & travel                       Anywhere                      ...
Recherchen und Buchungen von Reisen via Smartphone in den USAInternet | Mobiles Internet & Apps            Anzahl der Pers...
THE STUDY:           mobile devices & leisure travel           Germany/UK/NL/France            International Masterstudent...
Hypothesises          Chances:         a feeling of         SECURITY,       INDEPENDCY,                                   ...
Theory behind :        Technology Acceptance Model (TAM)                      Perceived                      ease	  of	  u...
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                          ...
Drivers of the adoption are very fast            The advantages are seen in all markets                                   ...
Comparison:                                   Leisure – general population                                              Bu...
By using modern technology my quality of life improved                     60FINDINGS: Attitude                           ...
By using mobile devices life can be more comfortableFINDINGS: Attitude                     60                             ...
second aspects:interest and experience                          Seite 18
Navigation and transport information are            the most wanted applications – from the            safety point of vie...
Interest in using the features is very high > 30%FINDINGS: Interest                                                    Nav...
Usage experience during travel still low!                                                                                 ...
Interest & Experience               u  Most experience all respondents show within their                   country, but t...
Third aspect: feelings,concepts attached tomobile devices                          Seite 23
The ranking of perceived usability (feelings):                                Information – Networking – Independency – Se...
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 27
Location Based Services: a Killer App?Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN   Seite 28
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                                                     ...
TECHNOLOGY                   advancedWrapping it up                         developed                                     ...
Adopting processWrapping it up                                 advanced                                                 le...
COSTS require innovative                   offers to make the value forWrapping it up                   tourist usable and...
... At the moment ...                                                                         .useful                     ...
single apps                                                                         Standard                              ...
... A new model for a city tour...        u City Schwäbisch Hall: Caching          (GPS-treasure hunt)Source: Mobile Devi...
Caching Community: UGCSource: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN   Seite 37
The Authors                                with thanks to our                                           partner:University...
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Leisure Travellers an Mobile Devices

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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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Leisure Travellers an Mobile Devices

  1. 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 Brözel M.A.University of Applied Science, Heilbronn April 2011First Results: the presentation is part of a speech. AP
  2. 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 & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 2
  3. 3. Mobiles Internet: Anzahl verkaufter Geräte 2009 bis 2012Internet | Mobiles Internet & Apps Anzahl weltweit verkaufter mobiler Internetgeräte von 2008 bis 2012* in Millionen Anzahl verkaufter Geräte 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 Säulendiagramm Format 1/1 Quelle: [Veröffentlicht durch]
  4. 4. Anzahl der Nutzer des mobilen Internets in Deutschland seit 2005Internet | Mobiles Internet & 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* Säulendiagramm Format 1/1 Quelle: [Veröffentlicht durch]
  5. 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 5
  6. 6. All the stuff is gonna change : new behaviour in work & travel Anywhere Any time Information All you needSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Behaviour Seite 6
  7. 7. Recherchen und Buchungen von Reisen via Smartphone in den USAInternet | Mobiles Internet & 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 Säulendiagramm Format 1/1 Quelle: eMarketer
  8. 8. THE STUDY: mobile devices & leisure travel Germany/UK/NL/France International Masterstudents Heilbronn University in cooperation with IPSOS Media CT & ITB BerlinSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8
  9. 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 & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 9
  10. 10. 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
  11. 11. 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 11
  12. 12. first aspect: perceived ease of use : attitudeSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 12
  13. 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 & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 13
  14. 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 & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 14
  15. 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 & Business Travel 2011, ACTE and University HeilbronnSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15
  16. 16. 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
  17. 17. 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
  18. 18. second aspects:interest and experience Seite 18
  19. 19. Navigation and transport information are the most wanted applications – from the safety point of view :more important for trips outside the country 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   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 19
  20. 20. 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 20
  21. 21. 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 Germany Search 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 21
  22. 22. Interest & Experience u  Most experience all respondents show within their country, but there is a strong interest using it outside the countrySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 22
  23. 23. Third aspect: feelings,concepts attached tomobile devices Seite 23
  24. 24. The ranking of perceived usability (feelings): Information – Networking – Independency – Security - FunFINDINGS: perceived usability ...enables  me  to  have  access  to  more    adequate   51   informa2on  for  the    appropriate  situa2on.   ...is  a  great  opportunity  to  stay  in    contact  with   40   my  network  friends  during    my  private  travels.   ...gives  me  a  greater  feeling  of    independency.   39   ...makes  my  travelling  safer  because    the  tour   32   operator  is  always  aware  of    my  exact  loca2on.   ...sounds  like  it  would  make  travelling    more  fun.   31   All countries – top2 Boxes; 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 24
  25. 25. 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 25
  26. 26. 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 26
  27. 27. Fourth aspect:obstacles Seite 27
  28. 28. Location Based Services: a Killer App?Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 28
  29. 29. 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 29
  30. 30. 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   70Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 30
  31. 31. TECHNOLOGY advancedWrapping it up developed easy to use available accessable broad ubiquitySource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  32. 32. Adopting processWrapping it up advanced learned benefits clear feeling of independency fun security ion ! g v acat in r elaxSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  33. 33. COSTS require innovative offers to make the value forWrapping it up tourist usable and the advantage for destinations, tour operators and the travel industry interestingSource: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
  34. 34. ... At the moment ... .useful information but single apps no networkingSource: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 34
  35. 35. single apps Standard Info Missing: FUN Network Tipps...Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 35
  36. 36. ... A new model for a city tour... u City Schwäbisch Hall: Caching (GPS-treasure hunt)Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 36
  37. 37. Caching Community: UGCSource: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 37
  38. 38. The Authors with thanks to our partner:University of applied ScienceHeilbronnTourismusmanagement &eCommerceManfred LiebClaudia Brözellieb@hs-heilbronn.debroezel@hs-heilbronn.de White Paper is coming up -> V-Card

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