the power ofmobile web for tourism      presented at Technology Solutions for Tourism, Edinburgh                          ...
Part 1: The mobile landscape          http://www.flickr.com/photos/egfocus/6310425940
77%                            of the planet                        owns a mobile devicesor 5.3 billion at the end of 2010...
85%                of new handsets now include                                 a web browser       ...and (most of) the re...
1.3 billion  already use the ‘mobile internet’...includes WAP and ‘real web’ via Tomi Ahonen Consulting
...and for some of us, a mobile device                                                                                    ...
“One of the interesting estimates is that there areabout 35 billion devices connected to the Internet.Soon, there will be ...
but mobile devices   aren’t just small  http://www.flickr.com/photos/scobleizer/5263223798
they’re whatever shape...         http://www.flickr.com/photos/mackarus/4289960218
we can dream up...http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
“           With current growth rates, Web access by people              on the move—via laptops and smart mobile devices—...
Part 2: Mobile behaviour
using the internetis no longer “an activity”...       http://www.flickr.com/photos/whatcouldgowrong/5320553588
envir                  onme                      n   t                              focused user                          ...
...and therefore web                            browser the best computer is nowthe one you have with you          http://...
“...the mobile internet is more convenientthan my home connection...say 30% of respondents - Yahoo/Nielsen Mobile Shopping...
this is having a dramatic impact onour behaviour and our expectations...                                        http://www...
public space                                                                  distractions                                ...
environment                                reliable                                             network  focused user     ...
focused                                     user                  1hr train ride                                          ...
typing with      prone to   one hand     interruptions                                         and this...gravity         ...
...and soon this“Sir, we’ll be landing soon. Could you please shut off your book?”- Flight attendant, April 2011
mobile stereotypes        are still correct  http://www.flickr.com/photos/perspective/551635568/
mobile is incredibly useful                   “on the go”            http://www.flickr.com/photos/unlistedsightings
80% use mobile during                                                        miscellaneous downtime...Source: Compete quar...
80% use mobile while waiting                                                        in line or for an appointment...Source...
is she a “typical                      mobile user”?                    what is a “typical                     mobile user...
mobile is increasingly being combined with longeror completely ‘non-mobile’ contexts or activities...
62% use mobile                                                        while watching TVSource: Compete quarterly smartphon...
64% use mobile                                                                             at workSource: Compete quarterl...
69% use mobile for                                                        point of sale research                          ...
mobile is also used                                                                  to time-shift                        ...
34%                           visit a site on                                                and follow-up                ...
Research on smartphone,                                                                                            and so ...
...facilitating completion                                                     of larger tasks“The most expensive item sol...
“The largest purchase on the M&S mobileweb site last Christmas was two sofascosting over £3000 ($5000)“ src: Marketing Wee...
herein lies the true power of mobile
the power of mobileis that it acts as a bridge   between physical and            digital experiences  http://www.pocketgam...
Part 3: The mobile traveller
mobile use is growingrapidly amongst travellers         http://www.flickr.com/photos/spree2010/4930763550
over the past 6                                                 months mobile web                                         ...
mobile now                                         accounts for   17.4%       of access to all                            ...
Source: Mobile browsing on travel sites up 72%47%   expect to use their mobile device for      their travel needs at their...
37%                                                     will use a mobile                                                 ...
26%   will use a mobile  device for attraction and accommodations        researchSource: Mobile browsing on travel sites u...
the average length of mobile research                                                     sessions is surprisingly long......
context and level of urgency often    reflect the devices used....
before the journey....                    “I’m planning                  14%                                              ...
during the journey....                   “...where shall                   we go next...?”                                ...
just in time....                       “@!&*...we                       missed our                  65%                   ...
so how does this all add up?    (a few examples....)
scenario #1planning a trip is a journey unto itself...
at homewatching TV...                 http://www.flickr.com/photos/kaichanvong/5542546563
...sees a      tourism advert...http://www.flickr.com/photos/brunoleveque/5675275834
while still on...visits the site    the sofa...then saves the URL for later                                      http://ww...
...visits the site again       (while on lunch break...)then calls to make a booking...               http://www.flickr.com...
scenario #2travel and serendipity go hand in hand
you’re on a city                       bus tour...http://www.flickr.com/photos/karenandkerry/2137457989
...and spota lovely pub...                  http://www.flickr.com/photos/shadowgate/1232353962
...you look it up           on Facebook                       while still on                        the bus..http://www.fli...
...and return laterthat day for a pint                      http://www.flickr.com/photos/karenandkerry/6147417120
scenario #3travel is about making (and sharing) memories
...you discover somethingwonderful at the museum...         http://www.flickr.com/photos/shadowgate/1231450023
while still atthe museum...                                       ...look it up                             on Wikipedia.....
...share photosof it while having teaat the museum coffee shop          free wi- !!                           http://www.fli...
and re-live the memorieswhenever it strikes your fancy             http://www.flickr.com/photos/krossbow/4509414056
...a trip isn’t a single event...it’s a journey
...your digital experiences shouldembrace all stages of that journey :-)
Part 4: Tips and ideas http://www.flickr.com/photos/chrisbrenschmidt/1832787028
TIPS       For those who don’t yet offer a mobile       optimised experience....
developing a mobile strategy takes time,but there are things you can do today...
Step #1          Check your analytics          determine which devices access your site most often          and what pages...
Step #2          Test the most critical and commonly          accessed content from your desktop site          using the d...
BONUS        Test all your partner services!        • third party services such as advertising, font hosting,          soc...
BONUS        Be pragmatic        • take advantage of services that are already well optimised             • Facebook      ...
Step #3          Lighten up!          • look for opportunities to reduce page weight          • this will also assist lapt...
Step #4          Enhance where you can          • look for opportunities to enhance content using new           technologi...
origin of visitors to Scotland many visitors pay                                                Scotland for data while tr...
BONUS        Provide free wi-fi        • offering free wi-fi can drive traffic        • free wi-fi will encourages visitors to p...
wi-fi hotspot traffic is now                                                primarily coming from mobile                    c...
TIPS       For those who already offer a mobile       optimised experience (could be a native       app or a mobile web sit...
Check your URLsensure users who email, Tweet or link to content canaccess that URL from any device• if equivalent content ...
TIPS       For everyone...
Think of the user journeyexplore other ways to tie the experiences together• can a user begin a transaction on one site, a...
...should I even bother opening thisemail marketing offer    on my phone?   40%  use mobile email “almost every day”       ...
BONUS        Start simple and experiment        • experiment with simple solutions that you can         launch quickly and...
...what is a cheap,and quick alternative    to a paper map?          ...or an expensive,       bespoke interactive one?   ...
downloadable PDF maps sized to fit the most common devicesaccessing your web site (based on the data in your analytics)    ...
remember, this isyour journey as well..                         http://www.flickr.com/photos/puptoes74/4805467277
have fun...    take your time, andlisten to your visitors :-)         http://www.flickr.com/photos/lyng883/298967414/
scontact uat              hello@yiibu.com  find this presentation and many others at...  slideshare.net/yiibu  many thanks ...
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The Power of Mobile Web for Tourism

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Presented by Stephanie Rieger at Technology Solutions for Tourism in Edinburgh on 23 February, 2012

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The Power of Mobile Web for Tourism

  1. 1. the power ofmobile web for tourism presented at Technology Solutions for Tourism, Edinburgh http://www.flickr.com/photos/karen_roe
  2. 2. Part 1: The mobile landscape http://www.flickr.com/photos/egfocus/6310425940
  3. 3. 77% of the planet owns a mobile devicesor 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
  4. 4. 85% of new handsets now include a web browser ...and (most of) the rest can easily install oneSource: Tomi Ahonen Consulting http://www.flickr.com/photos/bitchbuzz/3839355559
  5. 5. 1.3 billion already use the ‘mobile internet’...includes WAP and ‘real web’ via Tomi Ahonen Consulting
  6. 6. ...and for some of us, a mobile device is the only access point Russia 19% UK 22% China 22% USA 25% India 59% 25% of Egypt 70% American’s don’t use the 2-3GB home ADSL Internet at all data ~$100/mth, ~$2/mth PAYG unlimited mobile data ~$17/mth Indonesia 44% S. Africa 57%Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
  7. 7. “One of the interesting estimates is that there areabout 35 billion devices connected to the Internet.Soon, there will be so many that we’ll stopcounting.- Eric Schmidt, Google http://www.flickr.com/photos/chelsea_nj/4223680604
  8. 8. but mobile devices aren’t just small http://www.flickr.com/photos/scobleizer/5263223798
  9. 9. they’re whatever shape... http://www.flickr.com/photos/mackarus/4289960218
  10. 10. we can dream up...http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
  11. 11. “ With current growth rates, Web access by people on the move—via laptops and smart mobile devices— is likely to exceed web access from desktop computers within the next five years....or by 2015 - Source: ITU vis mobiThinking http://www.flickr.com/photos/whiteafrican/2938685296
  12. 12. Part 2: Mobile behaviour
  13. 13. using the internetis no longer “an activity”... http://www.flickr.com/photos/whatcouldgowrong/5320553588
  14. 14. envir onme n t focused user privacyreliablenetworkunlimited data comfy chair with a specific context full-sized keyboard work surface reliable power source http://www.flickr.com/photos/fuzzcat/22019163
  15. 15. ...and therefore web browser the best computer is nowthe one you have with you http://www.flickr.com/photos/ghewgill/5046616680
  16. 16. “...the mobile internet is more convenientthan my home connection...say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF http://www.flickr.com/photos/earlysound/4490601295
  17. 17. this is having a dramatic impact onour behaviour and our expectations... http://www.flickr.com/photos/misbehave/2352753067
  18. 18. public space distractions this is (still) ‘mobile’... limited aention glanceable? one hand simple? tedious input personal http://www.flickr.com/photos/oimax/3800475934
  19. 19. environment reliable network focused user unlimited data full-sized but it’s now also this... keyboard privacycomfy work surface chair reliable power source http://www.flickr.com/photos/othree/5224045406
  20. 20. focused user 1hr train ride privacy reliable network? comfy unlimited wi ? chair two handsreliable power source? and this...
  21. 21. typing with prone to one hand interruptions and this...gravity http://www.flickr.com/photos/jakecaptive/156377806
  22. 22. ...and soon this“Sir, we’ll be landing soon. Could you please shut off your book?”- Flight attendant, April 2011
  23. 23. mobile stereotypes are still correct http://www.flickr.com/photos/perspective/551635568/
  24. 24. mobile is incredibly useful “on the go” http://www.flickr.com/photos/unlistedsightings
  25. 25. 80% use mobile during miscellaneous downtime...Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/akashkurdekar/2959140399
  26. 26. 80% use mobile while waiting in line or for an appointment...Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bensutherland/5279672723
  27. 27. is she a “typical mobile user”? what is a “typical mobile user”? but the device and contextno longer go hand-in-hand http://www.flickr.com/photos/7802947@N02/5547816310
  28. 28. mobile is increasingly being combined with longeror completely ‘non-mobile’ contexts or activities...
  29. 29. 62% use mobile while watching TVSource: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bcmom/375125992
  30. 30. 64% use mobile at workSource: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/cogdog/4031808064
  31. 31. 69% use mobile for point of sale research while shoppingSource: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/lollaping/3327541574
  32. 32. mobile is also used to time-shift 59% ...and follow up sometimes on the PC visit a site on mobileSource: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  33. 33. 34% visit a site on and follow-up on mobile the PCSource: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  34. 34. Research on smartphone, and so on... 67% then buy in store. Research on smartphone, 23% then visit store to check product out, then buy on PC. Research on smartphone, 16% then visit store to check product out, then buy on smartphone. Visit store, then buy 9% on smartphone.Source: Yahoo mobile shopping framework study http://www.flickr.com/photos/chelsea_nj/4223680604
  35. 35. ...facilitating completion of larger tasks“The most expensive item sold via eBay’smobile app was a 1985 Piper PA-46-310PMalibu airplane for $265,000.“ src: Mashable http://en.wikipedia.org/wiki/Piper_PA-46
  36. 36. “The largest purchase on the M&S mobileweb site last Christmas was two sofascosting over £3000 ($5000)“ src: Marketing Week and important life decisions... http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
  37. 37. herein lies the true power of mobile
  38. 38. the power of mobileis that it acts as a bridge between physical and digital experiences http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
  39. 39. Part 3: The mobile traveller
  40. 40. mobile use is growingrapidly amongst travellers http://www.flickr.com/photos/spree2010/4930763550
  41. 41. over the past 6 months mobile web traffic to travel sites has increased by 72%Source: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/msciba/519772500
  42. 42. mobile now accounts for 17.4% of access to all travel sitesSource: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/paleontour/124416789
  43. 43. Source: Mobile browsing on travel sites up 72%47% expect to use their mobile device for their travel needs at their destination
  44. 44. 37% will use a mobile device for restaurants researchSource: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/edans/4006273845
  45. 45. 26% will use a mobile device for attraction and accommodations researchSource: Mobile browsing on travel sites up 72% http://www.flickr.com/photos/anniemole/5354206703
  46. 46. the average length of mobile research sessions is surprisingly long... 31 min travel 19 min 17 min food & dining beverage dining food & travel beverageSource: Mobile shopping framework study, Yahoo a http://www.flickr.com/photos/johanl/5619897608
  47. 47. context and level of urgency often reflect the devices used....
  48. 48. before the journey.... “I’m planning 14% of laptop users book a hotel my holidays” for the same daySource: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  49. 49. during the journey.... “...where shall we go next...?” 30% of tablet phone users book a hotel for the same daySource: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  50. 50. just in time.... “@!&*...we missed our 65% of mobile phone flight...!” users book a hotel for the same daySource: Orbitz travel web site http://www.flickr.com/photos/chelsea_nj/4223680604
  51. 51. so how does this all add up? (a few examples....)
  52. 52. scenario #1planning a trip is a journey unto itself...
  53. 53. at homewatching TV... http://www.flickr.com/photos/kaichanvong/5542546563
  54. 54. ...sees a tourism advert...http://www.flickr.com/photos/brunoleveque/5675275834
  55. 55. while still on...visits the site the sofa...then saves the URL for later http://www.flickr.com/photos/marcoarment/1956292424
  56. 56. ...visits the site again (while on lunch break...)then calls to make a booking... http://www.flickr.com/photos/faceme/2882556082
  57. 57. scenario #2travel and serendipity go hand in hand
  58. 58. you’re on a city bus tour...http://www.flickr.com/photos/karenandkerry/2137457989
  59. 59. ...and spota lovely pub... http://www.flickr.com/photos/shadowgate/1232353962
  60. 60. ...you look it up on Facebook while still on the bus..http://www.flickr.com/photos/preetamrai/4620829766
  61. 61. ...and return laterthat day for a pint http://www.flickr.com/photos/karenandkerry/6147417120
  62. 62. scenario #3travel is about making (and sharing) memories
  63. 63. ...you discover somethingwonderful at the museum... http://www.flickr.com/photos/shadowgate/1231450023
  64. 64. while still atthe museum... ...look it up on Wikipedia... http://www.flickr.com/photos/bryanalexander/2995152153
  65. 65. ...share photosof it while having teaat the museum coffee shop free wi- !! http://www.flickr.com/photos/globalx/4777255389
  66. 66. and re-live the memorieswhenever it strikes your fancy http://www.flickr.com/photos/krossbow/4509414056
  67. 67. ...a trip isn’t a single event...it’s a journey
  68. 68. ...your digital experiences shouldembrace all stages of that journey :-)
  69. 69. Part 4: Tips and ideas http://www.flickr.com/photos/chrisbrenschmidt/1832787028
  70. 70. TIPS For those who don’t yet offer a mobile optimised experience....
  71. 71. developing a mobile strategy takes time,but there are things you can do today...
  72. 72. Step #1 Check your analytics determine which devices access your site most often and what pages or sections are most popular • this valuable information can inform testing, design and your overall mobile strategy Reminder: traffic to from mobile to desktop sites is approaching 10% globally (and over 17% for travel sites!)
  73. 73. Step #2 Test the most critical and commonly accessed content from your desktop site using the devices discovered in step 1 • ensure mobile users can accomplish key tasks such as logging-in, reviewing a menu or events calendar, or completing a purchase or booking (even if the overall usability is sometimes poor) • fix as many problems as you can and/or add them to your mobile strategy roadmap
  74. 74. BONUS Test all your partner services! • third party services such as advertising, font hosting, social media widgets, and even analytics may not work on all mobile devices • some may fail while others may slow page load • be sure to test any service that delivers key functionality (e.g. commenting plugins, analytics and even social widgets if you rely on these to track engagement)
  75. 75. BONUS Be pragmatic • take advantage of services that are already well optimised • Facebook • TripAdvisor • Twitter • Google Maps • YouTube • SlideShare Note: ‘well optimised’ means lightweight, with mobile friendly layout, good level of site-to-site URL integrity and support for most modern smartphones.
  76. 76. Step #3 Lighten up! • look for opportunities to reduce page weight • this will also assist laptop users who may access your site using unpredictable coffee shop and airport wi-fi (besides...no one likes to surf a slow web site)
  77. 77. Step #4 Enhance where you can • look for opportunities to enhance content using new technologies (which are often supported on mobile and desktop browsers) • you don’t have to be on a mobile to appreciate the value of location technologies when using a store locator feature • mobile users will always appreciate being able to click a phone number to automatically trigger a call
  78. 78. origin of visitors to Scotland many visitors pay Scotland for data while travelling 39% Overseas 17% England 40% Rest of UK 4% Overseas visits comprised of: • 51% Europe • 15% US • 4% Canada • 4% Australia • 26% Rest of worldSource: Tourism Scotland 2007 http://www.flickr.com/photos/brunoleveque/5675275834
  79. 79. BONUS Provide free wi-fi • offering free wi-fi can drive traffic • free wi-fi will encourages visitors to post photos, share comments, or even consult your web site while they are on-site • if your attraction is outdoors, or extensive in size, consider providing free wi-fi at common rest points such as toilets or the coffee shop
  80. 80. wi-fi hotspot traffic is now primarily coming from mobile changing patterns in mobile usage at wi-fi hotspots 2008 99.9% 2008 88.5% 11.5% 2009 73.9% 2010 65.9% 34.1% 2011 41.1% 58.9% laptop mobile deviceSource: Boingo wi-fi hotspot trends http://www.flickr.com/photos/chelsea_nj/4223680604
  81. 81. TIPS For those who already offer a mobile optimised experience (could be a native app or a mobile web site)...
  82. 82. Check your URLsensure users who email, Tweet or link to content canaccess that URL from any device• if equivalent content doesn’t exist on one of your sites, implement a friendly error page offering the most likely alternatives(...if that content is ‘trapped’ within a native app, you maystill have a problem...)
  83. 83. TIPS For everyone...
  84. 84. Think of the user journeyexplore other ways to tie the experiences together• can a user begin a transaction on one site, and complete it on another?• can mobile phone users bail out of a transaction and easily trigger a call (...reference number in hand so an agent can complete that transaction)?• could you better align language and task flow, to improve usability for users who drift from one site to another?
  85. 85. ...should I even bother opening thisemail marketing offer on my phone? 40% use mobile email “almost every day” (in 2010!)Source: Comscore http://www.flickr.com/photos/zenilorac/698514624
  86. 86. BONUS Start simple and experiment • experiment with simple solutions that you can launch quickly and cheaply • think of ways to use tools that are already on the device your audience is carrying • use these trials to inform your long-term mobile strategy
  87. 87. ...what is a cheap,and quick alternative to a paper map? ...or an expensive, bespoke interactive one? http://www.flickr.com/photos/janekm/217195273
  88. 88. downloadable PDF maps sized to fit the most common devicesaccessing your web site (based on the data in your analytics) most devices now have very nice, zoomable, searchable PDF readers http://www.flickr.com/photos/webtreatsetc/4860505549/
  89. 89. remember, this isyour journey as well.. http://www.flickr.com/photos/puptoes74/4805467277
  90. 90. have fun... take your time, andlisten to your visitors :-) http://www.flickr.com/photos/lyng883/298967414/
  91. 91. scontact uat hello@yiibu.com find this presentation and many others at... slideshare.net/yiibu many thanks to the amazing photographers on http://www.flickr.com/creativecommons/by-2.0 thank you http://creativecommons.org/licenses/by/2.0 @yiibu http://www.flickr.com/photos/tinou/453593446
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