Talking Digital Natives, Product & Mobile
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Presentation done by Nicholas Hall, during "Digitally bringing products and destinations closer to demand" workshop, of the ENTER2015 eTourism conference.
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Talking Digital Natives, Product & Mobile
- 1. Talking Digital Natives, Product & Mobile Nicholas Hall CEO & Founder SE1 Media Digital Tourism Think Tank Friday, 6th February #ENTER2015
- 4. engaging immersive crowdsourced digital swissarmy knife quick & pain free please 2.thinkdigitalexperience dreaming planning booking sharing “internetis a humanright!” @think_tourism ENTER 2015
- 6. Understanding the impact of Mobile on Youth Travellers TODAY’S DIGITAL NATIVES @think_tourism
- 7. Age: 35 or under Blended offline & online words Have smartphone & tablet Book via online travel websites 60% consider smartphone a travel companion Digital Natives Driving The Future of Travel
- 9. So… Digital Natives What’s the idea? “We wanted a concrete understanding of young travellers and their attachment to mobile”
- 10. Digital Natives a pilot study with WYSE ‣ is our hypothesis correct? ‣ small initial sample ‣ in-trip research in London ‣ focused on ‘digital natives’
- 11. two groups two evaluations A Place to Visit Queen Elizabeth Olympic Park A Famous Attraction Victoria & Albert Museum
- 12. Awareness of Key Landmarks and Attractions WHAT DID THE RESULTS SHOW? @think_tourism
- 13. 1. Knowledge of Queen Elizabeth Olympic Park and V&A: “What do you expect to see?” 2. Reactions after browsing both full and mobile optimised sites? 3. How do both mobile and full websites impact the visitor perception of the attraction or place? Perceptions. Reactions.
- 14. "I’ve never heard about the museum. It’s somewhere here, I’ve seen that in the underground station, but I don’t know it" (Miguel, Portugal, 25) More than 3,000,000 visitors in 2014 6th Most Popular Attraction in the UK
- 15. “ Every time I take the train I see some part of the park. But I don’t really know what is in there.” (Lela, 25, Malta) Captured the imagination of 100’s of Millions in 2012 1,000,000 + Visitors since reopening in 2013
- 16. “I suppose it is a park with fountains and statues of the queen” (Ilona ,17, Czech Republic)” “I guess, in this museum, I can see paintings about the royal family, weapons and some stuff about history” (Paco, 18, Spain) Perceptions. Reactions.
- 17. Poor Brand Awareness Requires the Mobile Brand to Deliver a Seamless Brand Experience
- 18. How Do Digital Na,ves React to Non-‐Op,mised and Op,mised Websites? REACTIONS: FULL VS MOBILE @think_tourism
- 19. “I don’t think it’s for mobile, the interface is quite small.” Peter, 18, UK
- 20. “I don’t like this website, it is not suitable for smartphones” Ignacio, 19, Spain
- 21. “The website is easy to understand and it looks great! Ella, 24, Italy
- 22. “The website is very colourful. I like it!” Ashley, 22, USA
- 27. How a Posi,ve Mobile User Experience Changes Everything MOBILE: SHIFTING PERCEPTIONS @think_tourism
- 29. Websites have an impact on the perception of what they promote Design Impacts Reputation Non-optimised sites resulted in a loss of interest Optimised sites actually increased interest in a place Choice of photos and layouts have an instant impact Visual content leads natives to immediate assumptions
- 30. Too much text hinders curiosity Content influences the motivation to visit Participants complained about the prominence of text Lots of text = Abandonment Natives find a site disappointing when it lacks strong visual content Visual content increases motivation to visit Poor consistency fails to support visitors needs
- 32. 1234567 Exciting InterestingEnjoyable Unique 1234567 Exciting InterestingEnjoyable Unique How does a non-optimised site change initial perceptions? Initial perception Post-browsing Perception
- 33. 1234567 Exciting InterestingEnjoyable Unique How does a mobile optimised site change initial perceptions? Initial perception Post-browsing Perception 1234567 Exciting InterestingEnjoyable Unique
- 34. Maps and Loca,on Awareness IMPORTANCE OF CONTEXT @think_tourism
- 35. “I don’t want to spend too much time on a website with my mobile, especially if I’m out!” Lela, 25, Malta “The pictures are really, really nice. It seems really interesting.” Anna, 22, Germany "I want small text, attractive pictures and a map.” Simon, 22, France
- 36. 1. Immediacy is key 2. Instant overview is necessary 3. Provide concrete information visitors need Importance Context three important observations
- 37. What To Consider when Engaging Digital Na,ves in Travel KEY TAKEAWAYS
- 38. What have they taught us? Speak “experience” in your digital rhetoric It must be immediately clear for tourists what they can do and experience An authentic image can communicate the actual experience
- 39. What have they taught us? Get your visual content spot on Visual content should shape and enhance your brand image. Consider fonts, images and colours carefully
- 40. What have they taught us? Don’t forget location, location, location Location and directions should be easy to find on the website. Location plays a key role in shaping spontaneous decisions
- 41. What have they taught us? Always exceed expectations A brand has a limited amount of time to match tourists expectations or change them for the better Visitor perceptions are based on complex environmental factors. You have an opportunity to shape these.
- 42. innovate M-Labs Southern Africa is a start-up accelerator with specialised a mobile lab. In 2012, Microsoft and M-Labs teamed up to hold a hackaton Rand Airport to challenge the developer community to innovate!
- 43. Thank you! Nicholas Hall CEO & Founder SE1 Media Digital Tourism Think Tank @think_tourism @nickhalltravel