A study examined attitudes towards mobile technology usage during leisure travel among residents in Germany, the UK, Netherlands, and France. The study found that attitudes towards technology and mobile devices were very positive across all countries. Germans had a particularly strong view of being "mobile minded," while Brits saw technology as improving quality of life. However, roaming costs, lack of content/apps knowledge, and service fees were seen as the top barriers preventing greater use of location-based services on smartphones during travel.

1. Not without my
smartphone!
Acceptance, usage and the biggest barriers for mobile services
in leisure travel –
Results of a representative study
in GB/F/NL/GER
Catherin Anne Hiller, Ipsos MediaCT , Manager Client Service
Claudia Brözel M.A.
Prof. Dr. Manfred G. Lieb
University of Applied Science, Heilbronn
AP

2. The world is changing now...
This is a radical revolution, …
all the stuff is gonna change up, …
Historical channels of distribution are gone,
are thrown into chaos, …
The issue is not the form factor, …
what matters is, the way you
get it, is completely different
Barry Diller, Chairman Expedia and IAC/InterActiveCorporation
May 2007 The New Yorker Conference
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 2

3. The change is today!
from mainframe to
minicomputer to
PC to
desktop Internet to
mobile Internet
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 3

4. Devices getting more individual & mobile
Mobile Internet = Multiple Devices
from Mobile Phone to
Blackberry to
Smartphone to
Tablet to
??????
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 4

5. The M-Change is more rapid than Internet!
Source: Businessinsider.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 5

6. Concept of mobile technology is still new
– but fast growing
u 94% of private households own a mobile phone
(or a smartphone) in 2010. (ACTA, Oct. 2010)
u Nearly 70% of handy/smartphone owners have
used information on the road (weather, traffic
information, event information, restaurant guides).
(ACTA, Oct. 2010)
u About 13% (about 9 million from 62 million handy
Germany
users) use mobile Internet with mobile devices.
(AGOF, Mobile Facts, Sept. 2010)
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 6

7. Organizing everything on the move
Source: Businessinsider.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 7

8. Change – new search patterns
Source: Businessinsider.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8

9. Adoption is easy and useful: fast!
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Source: Businessinsider.com Seite 9

10. Result : Fragmentation
Needed: Information platforms for access
Source: Businessinsider.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 10

11. New working areas: The cloud
Source: appcelerator.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 11

12. Today: „the always on traveller“
• everybody is online - always
• unit – mobile device
• cloud connected
• software – transaction oriented
• all platforms with integrated mobile architecture
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 12

13. All the stuff is gonna change –
new thinking
information is available
anywhere
anytime
all you need
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 13

14. All the stuff is gonna change – new behaviour
in work, leisure, travel
Anywhere
Any time Information
All you need Behaviour
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 14

15. THE STUDY:
mobile devices & leisure travel
Germany/UK/NL/France
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15

16. The Study
International Masterstudents Heilbronn University
in cooperation with IPSOS Media CT
Fabienne Grupp
Karolina Wowak Alvina Mukhamedjanova
Jingchao Zhang
Jonathan Riddle
Zhixing Wei Lorena Gonzalez Ewelyna Koscielsak
+ Anastasia Andreeva
Seite 16

17. Hypothesises
Chances:
a feeling of
SECURITY,
INDEPENDCY, Barriers:
TIMESAVING and Service FEEs
ADDED ENJOYMENT ROAMING COSTS
LACK OF CONTENT
AND APPLICATION
KNOWLEDGE
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 17

18. Theory behind :
Technology Acceptance Model (TAM)
Perceived
ease
of
use
Usage
Usage
Attitude
intention behavior
Perceived
usability
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

19. What we asked about :
u Attitude towards technology
u Travel behaviour
u List of possible application using – Interest/
experience while travelling
u Concept of feelings while using applications
during travel with my smartphone
u 3 main barriers for not using location based
services
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 19

20. first aspect:
perceived ease of use :
attitude
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 20

21. Attitude towards technology and mobile
devices in all 4 Countries is very positive
All Countries/ top 2 boxes
(agree + strongly agree)
FINDINGS: Attitude
In general technology makes life better. 70
By using mobile devices life can be more
70
comfortable.
By using modern technology my quality of life
66
improved.
Internet is essential in life. 62
Representative online
omnibus survey among
Everyone should be connected to the internet 1.000 persons aged 16-64
44 in Germany/Great Britain/
everywhere and at all times.
France/Netherlands/
0 10 20 30 40 50 60 70 80
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 21

22. Germans are striking „mobile minded“
British technology affine
All Countries/ top 2 boxes
(agree + strongly agree)
In general technology makes life
FINDINGS: Attitude
better.
Internet is essential in life. Netherlands
GB
By using mobile devices life can
be more comfortable.
France
By using modern technology my Germany
quality of life improved.
Everyone should be connected to
the internet everywhere and at
all times. Representative online
omnibus survey among
1.000 persons aged 16-64
0 20 40 60 80 100 in Germany/Great Britain/
France/Netherlands/
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 22

23. Comparison: Leisure – general population
Business travel – experts
leisure business
1.000 UK 260 experts in the travel
business, Travel
1.000 NL
technology companies and
1.000 France travel management
1.000 Germany
experts, business
representative for the traveller, worldwide
online population in the
country White Paper in June 2011
Usage – Interest - Barriers Usage - Productivity
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 23

24. By using modern technology my quality of life improved
60
FINDINGS: Attitude
49
50
46
40
30
Business
Leisure
20
10
0
Strongly Disagree Neutral Agree Strongly agree
disagree
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

25. In general technology makes my life better
60
54
52
FINDINGS: Attitude
50
40
37
Business
Leisure
30
19
20
10
0
Strongly disagree Disagree Neutral Agree Strongly agree
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

26. By using mobile devices life can be more comfortable
FINDINGS: Attitude
60
54
51
50
40
30 Business
Leisure
20
10
0
Strongly disagree Disagree Neutral Agree Strongly agree
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

27. second aspects:
interest and experience
Seite 27

28. Navigation and transport information are the
most wanted applications while travelling
All countries
Navigate
to
a
des2na2on
using
your
mobile's
GPS
FINDINGS: Interest
55
func2onality
on
holiday
Search
for
the
latest
news
on
flight/train
and
delays
with
52
your
mobile
when
travelling
on
holiday
View
virtual
visitor
guides
on
holiday
on
your
mobile
42
Read
recommenda2ons
for
restaurants
bars
or
interes2ng
41
sights
with
your
mobile
Share
informa2on
and
photos
s
on
your
mobile
during
37
your
holiday
0
10
20
30
40
50
60
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 28

29. Interest in using the features is very high > 30%
FINDINGS: Interest
Navigate
All countries – top2 Boxes;
Search
transport
info
interested + very
interested
View
virtual
visitor
guides
Netherlands
GB
Read
recommenda4ons
France
Germany
Share
informa4on
and
photos
0
20
40
60
80
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 29

30. Usage experience during travel still low!
I've already used this on my mobile
during travel within or outside my
country .
FINDINGS: experience
View
Share
Netherlands
Read GB
France
Search Germany
All countries – all
respondents - used
Navigate
0 5 10 15 20 25 30
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 30

31. Some striking differences: Independency
(READ, ACESS, NAVIGATE, SEARCH, VIEW)
u UK respondents in comparison to other countries have
feeling of independency more within their country than
outside)
u F, UK, GER especially female respondents agreed
with the statement that using mobile apps makes them
feel more independend
u Most experience all respondents show within their
country, but there is a strong interest using it
outside the country
u Men are more experienced than women
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 31

32. Third aspect: feelings,
concepts attached to
mobile devices
Seite 32

33. The ranking of perceived usability (feelings):
Information – Networking – Independency – Security - Fun
FINDINGS: perceived usability
...enables
me
to
have
access
to
more
adequate
51
informa4on
for
the
appropriate
situa4on.
...is
a
great
opportunity
to
stay
in
contact
with
my
40
network
friends
during
my
private
travels.
...gives
me
a
greater
feeling
of
independency.
39
...makes
my
travelling
safer
because
the
tour
operator
32
is
always
aware
of
my
exact
loca4on.
All countries – top2 Boxes;
...sounds
like
it
would
make
travelling
more
fun.
31
fully agree
0
10
20
30
40
50
60
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/
Seite 33

34. The ranking of perceived usability:
Germans & NL need information, French contact and British fun!
FINDINGS: perceived usability
Access
to
adequate
informa4on
All countries – top2 Boxes;
fully agree
...gives
me
a
greater
feeling
of
independency.
Netherlands
stay
in
contact/Social
Networking
GB
France
makes
travelling
safer
Germany
...sounds
like
it
would
make
travelling
more
fun
0
10
20
30
40
50
60
Representative online omnibus survey among 1.000 persons
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN aged 16-64 in Germany/Great Britain/France/Netherlands/ Seite 34

35. Users clearly recognized the value:
u tourists need more information because of
„underway-situation“ in a new surrounding
u information is needed in a certain environment
u in a convenient pattern
u with mobile devices the information is at
the needed time and location and shape
BUT!
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 35

36. Fourth aspect:
obstacles
Seite 36

37. Location Based Services: a Killer App?
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 37

38. COSTS! The most striking barrier for all markets
not a lack of content or the application knowledge
FINDINGS: Obstacles
Main Barriers Roaming Costs
Expensive
Devices
Data Insecurity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 38

39. Biggest barriers for using location based services
FINDINGS: Obstacles
Roaming
costs
66
Not
having
the
appropriated
device
it's
s2ll
too
55
expensive
Feeling
of
insecurity
(data
privacy)
41
Lack
of
internet
coverage
abroad
28
Lack
of
informa2on
in
rural
areas
27
Knowledge
about
useful
applica2ons
21
Undeveloped
Technology
abroad
18
Up
to
date
informa2on
online
17
Finding
of
useful
informa2on/
applica2ons/features
14
All countries – multiple
Informa2on
provided
by
applica2ons
is
not
reliable
14
answers (3 biggest barriers)
0
10
20
30
40
50
60
70
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 39

40. Biggest Barriers:
Ger+GB: roaming is the big topic; F complain about lack of content in
rural areas, Germans feel unsecure,
Roaming
costs
no
device
(too
expensive)
FINDINGS: Obstacles
Feeling
of
insecurity
(data
privacy)
Lack
of
internet
coverage
abroad
Lack
of
informa4on
in
rural
areas
Undeveloped
Technology
abroad
Netherlands
Knowledge
about
useful
applica4ons
GB
Informa4on
provided
by
app
-­‐
not
France
reliable
Up
to
date
informa4on
online
Germany
All countries – multiple
Finding
of
useful
informa4on/
app
answers (3 biggest barriers)
0
20
40
60
80
100
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 40

41. In General we found out that
Younger generation has a rather positive attitude towards new tech and
higher interest in using features during holidays than the other age groups
Non-holiday-maker are less interested in using features during holidays,
as they apparently had not the opportunity to experience the advantages
this year
The 3 main barriers for LBS-usage are roaming costs, expensive device,
insecurity of data (except for France lack of info in rural areas instead of
insecurity)
In general, men use at least two times more often the mapping service,
browse the internet and use apps on their mobile than women
Abroad-holiday-maker use the mapping services more often than
domestic-holiday-maker
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 41

42. TECHNOLOGY
advanced
Wrapping it up
developed
easy to use
available
accessable
broad
ubiquity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

43. Adopting process
Wrapping it up
advanced
learned
benefits clear
feeling of independency
fun
security
n !
va catio
rela xing
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

44. COSTS require new offers
to make the value for tourist
Wrapping it up
usable and
the advantage for
destinations, tour operators
and the travel industry
useable
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

45. The Authors
University of applied Science IPSOS Germany
Heilbronn Ipsos MediaCT
Tourismusmanagement & Catherin Anne Hiller
eCommerce Catherin.Hiller@Ipsos.com
Manfred Lieb
Claudia Brözel
lieb@hs-heilbronn.de
broezel@hs-heilbronn.de
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