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Murphy
 

Murphy

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  • How are users seeking destination related information on their mobile and tablet devices? When are users seeking hyper-local or information driven by location?How important are destination reviews?

Murphy Murphy Presentation Transcript

  • The Mobile Consumeranytime, anywhere and always last minute
    Beth Murphy
    about.me/bethmurphy
  • Mobile and Tablet will overtake PC users by 2014
    Source: Morgan Stanley, Global Internet Trends, April 12, 2010
    2
  • 40% of consumers using mobile to purchase products
    • 53% look for deals and coupons
    • 52% read user reviews on device
    • 69% check on order info
    • 52% share product information with others
    Mobile commerce no longer early adopter, it’s mainstream
    Source: ROI Research & Microsoft study, March 2011
    3
  • Travel category is poster-child for mobile commerce
    US Travel Mobile Market Opportunity
    • 58% of smart phone travelers interact with travel companies
    • 42% plan to check-in
    • 35% intend to book travel, up +16% YOY
    Intend to book on mobile phone (35%)
    Check-in, check itineraries
    (42%)
    Total Online Travelers
    (103MM)
    Mobile bookers spend $3,861 annually - $1,300 more than non-users (representing $170 Billion)
    Source: PhoCusWright 2010 Traveler Technology Survey
    4
  • Target Segments are younger, more affluent and less brand loyal
    Primary
    • Younger (under-30)
    • Less brand loyal
    • Device agnostic
    • UGC important
    • Deals and social features
    Secondary
    • Under 40
    • Pragmatic and time constrained
    • Expect highly relevant experiences
    Anytime, Anyplace
    Under 30s
    Pragmatic Under 40s
    Total ‘Online Traveler’ Population
    Design product solutions for core targets
    Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey
  • Consumers are shifting purchases further in-trip
    2011 US Mobile Booking Survey
    • 65+% of mobile users are booking hotels same day
    • 39% of all travelers will research travel on their phones
    • Majority using search, maps and more for just-in-time itineraries
    Intend to book mobile phone (35% or 36MM)
    Check-in, check itineraries (42%)
    Location-based functionality and time-sensitive offerings drive purchase
    Source: Travelocity Survey, March 2011, n= 1,253 internal data.
    6
  • All platforms are relevant, with heavy shoppers orienting towards apps over web
    Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34
  • Social media and UGC are increasingly core to purchase
    • 48% of travelers post on social media
    • 32% are influenced by social reviews
    • 30% share travel experiences on social networks
    • 20% solicit tips and advice on social networks
    • 19% are fans of travel companies
    • 13% use social networks to shop for travel
    Dream & Discover
    Shop & Book
    Share & Play
    Social media & user generated content are must-have experiences to engage shoppers
    Source: PhoCusWright 2010 Traveler Technology Survey
    8
  • Mobile represents opportunity to acquire new users
    Not just cannibalizing desktop transactions or a loyalty play
    Source: Internal, May 2011
  • Competitive Landscape across trip lifecycle – large unmet needs & opportunity for differentiation
    OTA
    Traditional OTA
    Meets
    Well
    Meets
    Niche
    Somewhat Meets
    Some Features
    Does not meet
    10
  • Mobile opens up new opportunities for brands
    • High unmet needs today - mobile Apps lag desired consumer behavior
    • One-stop mobile app experiences vs. individual best of breed desktop experiences – opportunity to move beyond transactional experiences
    • Innovation and differentiated experiences halo brand
  • 12
    Parting Tips
    • SEM and SEO are fragmented and under-optimized, low hanging fruit
    • Mobile media vehicles still evolving, don’t despair!
    • Your obvious assets can be the biggest drivers of App downloads
    • Combat high App churn by extending product relevancy
    • Consider drinking the HTML5 and open source Kool Aid
  • Questions?