Mobile is Knowledge: How travel and tourism sectors can utilise mobile

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Presentation on understanding how travel and tourist companies can make the most of mobile, delivered at the excellent Mobile Travel and Tourism Summit in London 2 Apr 214.

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Mobile is Knowledge: How travel and tourism sectors can utilise mobile

  1. 1. By Nick Lane, chief insight analyst@mobilesquared Mobile is Knowledge
  2. 2. @mobilesquared Mobile Insight Specialists
  3. 3. Who We Work With @mobilesquared www.mobilesquared.co.uk
  4. 4. Random stat attack @mobilesquared www.mobilesquared.co.uk We do this 28,800 times a day In our life time, men will have 7& women will have 4 It is 3,252 days since 70% of these have done it in the US We do this 150 times a day This will happen by 15th Dec 2015
  5. 5. Key date @mobilesquared www.mobilesquared.co.uk 15th Dec 2015 This is the proposed date by the EC to abolish roaming charges This will spark an explosion in mobile usage when abroad
  6. 6. Is the greatest relationship you have on a daily basis @mobilesquared It knows your passwords You look at it 150 times per dayYou’re together for 16+ hours per day You play with it watching TV It knows your favourite things It knows where you like to eat You stroke it more than 50 times a day You sleep with it You take it to the toilet It knows all your intimate secrets Some of you looking at it now! We all love Mobile
  7. 7. Mobipedia @mobilesquared www.mobilesquared.co.uk Apps empower us to become more informed, more knowledgeable, and more in control of our daily lives
  8. 8. One step ahead @mobilesquared www.mobilesquared.co.uk Just as apps empower users, they also empower and inform brands In the travel and tourism sector you know our next move
  9. 9. Time travel @mobilesquared www.mobilesquared.co.uk This is what we said to a navigation company in 2008 “You know where that person is going before anyone else. That data will become more powerful than you could ever imagine.”
  10. 10. Maybe with less OB-1 phraseology @mobilesquared www.mobilesquared.co.uk
  11. 11. Are you delivering on experience? @mobilesquared www.mobilesquared.co.uk
  12. 12. We remember good experiences @mobilesquared www.mobilesquared.co.uk The app remains useful up to the point you board the plane
  13. 13. ... And the bad @mobilesquared www.mobilesquared.co.uk But it’s yet to deliver an integrated experience
  14. 14. Mobile still a hard sell @mobilesquared www.mobilesquared.co.uk Budget vs effectiveness; what is the ROI? An integrated app will cost £150,000 on iOS alone App vs HTML5 equivalent of Waitrose vs Aldi Some of the major app builds cost £200,000-£350,000 per platform; quarterly updates can cost £20,000 per platform Mobile is critical to the overall experience, especially after-sale and engagement; presale-to-sale mobile experience is lagging Does the app guarantee repeat purchase?
  15. 15. Who goes on holiday? Source: Expedia @mobilesquared www.mobilesquared.co.uk
  16. 16. Who’s doing what? Source: Expedia & PhoCusWright/Rearden Commerce @mobilesquared www.mobilesquared.co.uk Expedia claims 68%of its mobile hotel reservations are made within 24 hours of check-in Top 3 business travel-related activities via smartphone: 80% use map or finding directions 63% research local activities 55% research destination information
  17. 17. The smartphone journey Source: Expedia @mobilesquared www.mobilesquared.co.uk
  18. 18. The Great British Traveller @mobilesquared www.mobilesquared.co.uk
  19. 19. Some UK holiday stats 2014 @mobilesquared www.mobilesquared.co.uk Britons will spend £37 billion on holidays in 2014 22.8 million Britons plan to go on an overseas holiday in 2014 20.6 million Britons to holiday in 2014 in the UK 1 in 4 booked by the end of 2013 Another 2.5 million booked by the end of January 2014 Source: Sainsbury’s Travel Insurance
  20. 20. Booked holiday by end-Jan @mobilesquared www.mobilesquared.co.uk 13.35 million(267,000 booked via mobile) How many of these confirmed holiday goers are you engaging with using the mobile channel? 14% of total UK mobile market own an iPhone 33% own an Android 23% on featurephones
  21. 21. Not about the sale @mobilesquared www.mobilesquared.co.uk 868,000 Just 2% of people across Europe are booking holidays with their mobile In the UK 1.01 million will spend up to £1,000 using their mobile device, and 321,450 will spend over £1,000 booked a holiday using their mobile in 2014
  22. 22. Your customers want to hear from you @mobilesquared www.mobilesquared.co.uk Just 2,793,444 people want to hear from travel companies on a monthly or more frequent basis The South of England accounts for 1.59 million opt-ins Number of opt-ins wanting to hear from travel companies by the end of 2015 will be 6 million 4.7 million opt-ins will be on a smartphone by the end of 2015
  23. 23. 0% 2% 4% 6% 8% 10% 12% 14% 0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700 When should a brand communicate? Brand says Consumer says Brand distraction? @mobilesquared www.mobilesquared.co.uk For the majority of sectors, between 0900-1500 is the optimum time for a brand to communicate via the mobile channel Brands are notutilising the total mobile opportunity
  24. 24. 0% 2% 4% 6% 8% 10% 12% 14% 0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700 When should a brand communicate? Brand says Consumer says Brand distraction? @mobilesquared www.mobilesquared.co.uk UNFULFILLED consumer attention
  25. 25. The Activity Gap TheActivityGap @mobilesquared www.mobilesquared.co.uk 70% brand under-utilisation Consumers want to hear from brands
  26. 26. 0300 0600 0900 1200 1500 1800 2100 2400 Utility Utility Entertainment Entertainment 48% 26% 24% 3% Information Information @mobilesquared www.mobilesquared.co.uk Mobile usage breakdown Communication
  27. 27. 0300 0600 0900 1200 1500 1800 2100 2400 Utility Utility Entertainment Entertainment 48% 26% 24% 3% Information Information @mobilesquared www.mobilesquared.co.uk Opportunity or Intrusion? Is this Activity Gap an opportunity or an intrusion? Communication
  28. 28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email TV Print Phone Radio Outdoor Direct mail Apps Social Online/search/PPC/display Mobile messaging What is your marketing mix? Mobile Matters @mobilesquared www.mobilesquared.co.uk 33% of brands have a mobile site 20% of brands have a mobile app 3% use augmented reality 26% use QR codes 65% have an opted-in mobile database
  29. 29. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email TV Print Phone Radio Outdoor Direct mail Apps Social Online/search/PPC/display Mobile messaging What is your marketing mix? Mobile Matters(e) @mobilesquared www.mobilesquared.co.uk 43% of brands have a mobile site 35% of brands have a mobile app 5% use augmented reality 30% use QR codes 66% have an opted-in mobile database
  30. 30. Groundhog Day @mobilesquared www.mobilesquared.co.uk User’s have a pre-determined daily mobile usage
  31. 31. The Usage Ecosystem: home 0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400 App usage by time, typical day Communication Information Utility Entertainment Average smartphone user will use 20-25 apps on a frequent (daily) basis, and 10-15 apps on an infrequent basis (monthly)
  32. 32. The Usage Ecosystem: abroad 0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400 Mobile usage, holiday Entertainment Utility Information Communication 0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400 Mobile usage, business trip Entertainment Utility Information Communication
  33. 33. Device usage Average Android users spend 50 minutes per day using their device Average iOS users spend 80 minutes per day using their device
  34. 34. Actual Mobile Engagement @mobilesquared www.mobilesquared.co.uk
  35. 35. Mobile Time @mobilesquared www.mobilesquared.co.uk 80 mins Mobile time 85 mins Mobile time Replace existing Mobile Time or expand the user’s Mobile Time? REPLACEEXPAND
  36. 36. Recap @mobilesquared www.mobilesquared.co.uk What is your mobile strategy: Complementor Replace? How do you measure ROI? Revenue or Engagement? How well do you know your customer? Are you afraid of talking to them? Have your mobile strategy sorted by Dec 2015
  37. 37. Over to you: Any questions? @mobilesquared www.mobilesquared.co.uk nick@mobilesquared.co.uk www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733 To find out more, and/or get involved in our project on the Mobile Engagement Index use the following

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