Presentation done by Carlo Terreni, during "Strategic approaches for better marketed tourism destinations" workshop, of the ENTER2015 eTourism conference.

1. Research project promoted by NetComm Suisse and created by 1
ENTER2015
Ifitt

2. Research project promoted by NetComm Suisse and created by 2Access public
& private researches

3. Research project promoted by NetComm Suisse and created by
Our Associates
3

4. Research project promoted by NetComm Suisse and created by
eTourism:Transforming Mobility
4

5. Research project promoted by NetComm Suisse and created by
What is mobility?
5

6. Research project promoted by NetComm Suisse and created by
Is this mobility ?
6

7. Research project promoted by NetComm Suisse and created by
eTourism mobility
7

8. Research project promoted by NetComm Suisse and created by
How is mobility connected to mobile?
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62%

10. Research project promoted by NetComm Suisse and created by
10
INTERNET CONNECTION METHODS FOR PERSONAL USE (NOT BUSINESS) LAST 4 WEEKS
Base: total users 16-65 y.o.; %
91
55
33
26
8 7 7 5 3 2
82
42
19 17
3 4 3 3 1 1
93
63
46
27
18
14
23
11
8
1
94
50
28
21
12 11 12
6
3 2
93
47
32
25
8 8
15
6
3 2
90
50
28
17
10 10 10
7 5
1
Desktop PC or
laptop
Smartphone or
cell phone (with
an Internet
connection)
Tablet Desktop PC or
laptop from
work (for
personal
reasons)
TV that
connects to the
Internet (a smart
TV)
Desktop PC or
laptop from
another place
(library, friend’s
house,etc.)
Videogame
console
Desktop PC or
laptop from my
school or
university
Desktop PC or
laptop from an
Internet Cafe
Other type of
device
CH (n=1.078) IT (n= 20.258) UK (n= 1.075) DE (n= 1.028) FR (n= 1.060) ES (n= 1.026)
10

11. Research project promoted by NetComm Suisse and created by
63
59
49
47
39
On public transportation, going to work,
school or university
When I’m watching TV at home
When I’m at a restaurant or bar (waiting to
be served)
When I am standing in line waiting (at the
post office or doctor’s office, etc.)
When I am in a store, to look for product
information or to compare prices
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USERS ONLINE IN «INTERSTITIAL TIMES» VIA SMARTPHONE OR TABLET
Base: smartphone | tablet users 16-65 y.o., % - often or sometimes
SMARTPHONE USER, 55%
(n= 590)
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12. Research project promoted by NetComm Suisse and created by
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SMARTPHONE: TIME OF CONNECTION DURING THE DAY
Base: pc/ netbook (96%) | smartphone (55%) users 16-65 y.o.; %
0
10
20
30
40
50
60
70
As soon as I
wake up, when
I'm still in bed
Early morning
(7-9)
Mid-morning
(10-11)
Midday (12-1) Early to mid-
afternoon (2-4)
Late afternoon
(5-6)
Evening (7-8) At night (9-11) Late night (after
midnight)
Right before
going to sleep,
in bed
PC users (n=1.031)
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Smartphone is Mobility

13. Research project promoted by NetComm Suisse and created by
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TABLET: TIME OF CONNECTION DURING THE DAY
Base: pc/ netbook (96%) | tablet (33%) users 16-65 y.o; %
0
10
20
30
40
50
60
70
As soon as I
wake up, when
I'm still in bed
Early morning
(7-9)
Mid-morning
(10-11)
Midday (12-1) Early to mid-
afternoon (2-4)
Late afternoon
(5-6)
Evening (7-8) At night (9-11) Late night (after
midnight)
Right before
going to sleep,
in bed
PC users (n=1.031)
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Tablet is not Mobility

14. Research project promoted by NetComm Suisse and created by
What about mobility, eTourism and eCommerce?
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15. Research project promoted by NetComm Suisse and created by
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PRODUCT CATEGORIES PURCHASED ONLINE IN THE LAST 12 MONTHS BY SWISS SHOPPERS (90%) – 1/ 2
Base: users aged 16-65 online shopping in the last 12 months for at least one product or service; n=872; %
52
36
32
29
28
26
24
24
20
20
19
17
15
15
15
Clothing, fashion items
Transportation
Books
Tickets/reservations
Holiday
CDs, DVDs
Mobile apps
Tech products/ electronics
Beauty products/cosmetics
Computer software
Food, beverages
Music/multimedia file
Household items
E-books
Games of chance/ bets
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16. Research project promoted by NetComm Suisse and created by
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AVERAGE ONLINE SHOPPING FOR EACH CATEGORY IN THE LAST 12 MONTHS
Base: users aged 16-65 online shopping in the last 12 months in any category; averagein CHF
CATEGORIES PENETRATION
UNIVERSE
(.000)
AVG ONLINE
EXPENDITURE
(YEARLY)
(CHF)
EXP.
VARIATION
LAST PERIOD
(stated)
Clothing, fashion items 52% 2.184 463 + 16,3%
Transportation 36% 1.512 935 + 22,0%
Books 32% 1.344 149 + 10,5%
Tickets/reservations 29% 1.218 337 + 19,3%
Holiday 28% 1.176 1.325 + 21,4%
CDs, DVDs 26% 1.092 145 + 8,8%
Mobile apps 24% 1.008 205 + 11,7%
Tech products/ electronics
24% 1.008
566 + 12,4%
Beauty products/cosmetics
20% 840
250 + 11,7%
Computer software 20% 840 264 + 9,8%
Food, beverages 19% 798 670 + 8,1%
Music/multimedia files 17% 714 80 + 14,4%
Household items 15% 630 595 + 10,2%
E-books 15% 630 125 + 16,5%
Games of chance/ bets 15% 630 350 + 11,8%
Sporting equipment 13% 546 386 + 13,7%
NB: for categories with ,10% penetration, due to the reduced sample base the values are not shown as they would have no
statistical significance
SWITZERLAND:
Average annual online
shopping total: 1.928,5 CHF
(value of ecommerce
purchases: 8.100 milioni CHF)
Average annual online
shopping total:
– IT : 1.501 CHF
– UK: 2.239 CHF
– DE: 1.501 CHF
– FR: 1.372 CHF
– ES: 1.301 CHF
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17. Research project promoted by NetComm Suisse and created by
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E-COMMERCE VIA SMARTPHONE
Base: total users 16-65 y.o.; %
90
83
90 90 90
95 93
100
31
23 26
32 35 34 35
40
0
10
20
30
40
50
60
70
80
90
100
CH (n=1.078) Région lémanique
(n=205)
Espace Mittelland
(n=226)
Nordwestsch.
(n=151)
Zurich
(n=194)
Ostsch.
(n=151)
Zentralsch.
(n=108)
Ticino*
(n=43)
E-commerce all devices E-commerce via SMARTPHONE (base tot. sample)
* Due to the small sample base, these values show a qualitative indication
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18. Research project promoted by NetComm Suisse and created by 18
In conclusion
1. Mobility is mobile
2. Mobility is smartphones not tablets
3. Tourism is e-Tourism
4. eCommerce is going to be more and more
mobile Commerce