1. 9/30/2011
Mobile and Tablet will
overtake PC users by 2014
Source: Morgan Stanley, Global Internet Trends, April 12, 2010
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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
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2. 9/30/2011
Travel category is poster-
child for mobile commerce
US Travel Mobile Market Opportunity
• 58% of smart phone
travelers interact with travel
Intend to book on mobile
phone (35%) companies
• 42% plan to check-in
Check-in, check • 35% intend to book travel,
itineraries
(42%)
up +16% YOY
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
Consumers shifting purchases
in-trip
2011 US Mobile Booking Survey
Booked Travel • 65+% of mobile users are booking
hotels same day
Hotels 83%
Flights 48% Booked • 39% of all travelers will research
Car Rentals 31% Travel travel on their phones
Vacation Packages 9% 28%
Other 4% • Majority using search, maps and
Intend to book mobile phone more for just-in-time itineraries
(35% or 36MM) Never
booked
Check-in, check itineraries (42%) 72%
Location-based functionality and time-sensitive offerings
drive purchase
Source: Travelocity Survey, March 2011, n= 1,253
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Target Segments younger,
affluent, less brand loyal
Primary
Anytime, Anyplace • Younger (under-30)
Under 30s
• Less brand loyal
• Device agnostic
• UGC important
Pragmatic Under 40s
• Deals and social features
Secondary
• Under 40
Total ‘Online Traveler’ Population • Pragmatic and time
constrained
• Expect highly relevant
experiences
Design product solutions for core targets
Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey
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3. 9/30/2011
Heavy consumers leaning
towards Apps
Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34
Social media core to
purchase
• 48% of travelers post on
social media
Dream & Discover
• 32% are influenced by
social reviews
• 20% solicit tips and advice
Shop & Book on social networks
• 19% are fans of travel
companies
• 13% use social networks to
Share & Play shop for travel
Social media & user generated content are must-have
experiences to engage shoppers
Source: PhoCusWright 2010 Traveler Technology Survey
8
Marketing Tips
• SEM and SEO are fragmented
and under-optimized, play to win
• 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
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