This document discusses research on how travelers use smartphones and tablets differently for travel planning and experiences. It finds that smartphone ownership is higher among younger generations while tablet ownership is growing across all ages. Most smartphone users search for local information and businesses, while tablet users are more likely to evaluate options and book travel. Case studies show tablets have higher conversion rates for bookings. The recommendations are to design for the capabilities of each device, enable actions on smartphones, and support conversions for tablet users with visual content and touch navigation.
The document discusses trends in e-tourism and digital travel planning. It notes that tourists are increasingly digital natives who research and book travel online and on mobile devices. They share travel experiences in real time on social media and value transparency through user reviews and recommendations from friends. The document also explores how tourists are seeking more local experiences through location-based technologies and rewards that help them feel like insiders during their travels.
This document discusses OnCell, a company that provides mobile interpretation services for museums, art galleries, parks and other cultural institutions. It offers cell phone tours, mobile web apps, QR codes, native apps and other technologies to enhance the visitor experience. The document outlines OnCell's history and services, provides examples of clients and technologies, and describes the process for building a mobile tour. It emphasizes that OnCell handles all the technical aspects so clients can focus on content.
Mobile technology sweeping the travel businessCdi12
Mobile technology is becoming the leading edge in travel. [1] Mobile apps allow travelers to access services throughout their journey, from planning to booking to sharing experiences. [2] Functions include GPS navigation, sharing locations, accessing travel information offline, and booking travel products from mobile apps. [3] Mobile travel is growing rapidly globally as it provides convenience and tailored recommendations.
This document discusses several location-based entertainment concepts and technologies in 3 or fewer sentences:
Location-based gaming could become more popular as mobile games and social networking increase people's engagement when waiting or near others. Several apps and devices were proposed to integrate people's locations into multiplayer games and activities using Bluetooth, WiFi, GPS and motion/sound sensors to connect users and virtual or real-time content. New formats for interactive public displays and mobile devices aimed to turn real world locations into shared gaming environments.
New media and internet have significantly changed our lives and we are getting addicted to the internet, day by day. Online channels are becoming more and more available and naturally necessary in the rush of our daily life. Thus, developing business strategies for the online channels and digital marketing tools to reach the customers effectively is a vital task. Considering the internet usage of most of the customers, distributing on the mobile applications is efficient. With respect to statics, sales of smartphones soon exceeds the sales of computers so it is certain that companies need to invest on their mobile apps and expand their applications
Moreover, there still are new mobile technologies which are in the line to burst, such as mobile financial services, location based services, near field communications etc. Thus, this project aims to research how to power up the penetration of these technologies by digital activities
Global mobile device ownership is widespread, with 77% of the planet owning a mobile device. Mobile internet use is also extensive, with over 1.3 billion people globally already using mobile internet. Mobile devices are increasingly used for travel related searches, with 72% using their device for travel searches and 47% expecting to use their mobile at their travel destination. The average length of mobile research sessions for activities like dining and travel is surprisingly long, ranging from 17 to 31 minutes.
The Mobile Experience - Sagittarius 24/7 Multichannel Travel Cosumer MasterclassSagittarius
Speaker Presentation delivered by Andrea Eckerstorfer of Booking.com at the Sagittarius 24/7 Multichannel Travel Consumer Masterclass on Tuesday 24th March 2015.
The document discusses trends in e-tourism and digital travel planning. It notes that tourists are increasingly digital natives who research and book travel online and on mobile devices. They share travel experiences in real time on social media and value transparency through user reviews and recommendations from friends. The document also explores how tourists are seeking more local experiences through location-based technologies and rewards that help them feel like insiders during their travels.
This document discusses OnCell, a company that provides mobile interpretation services for museums, art galleries, parks and other cultural institutions. It offers cell phone tours, mobile web apps, QR codes, native apps and other technologies to enhance the visitor experience. The document outlines OnCell's history and services, provides examples of clients and technologies, and describes the process for building a mobile tour. It emphasizes that OnCell handles all the technical aspects so clients can focus on content.
Mobile technology sweeping the travel businessCdi12
Mobile technology is becoming the leading edge in travel. [1] Mobile apps allow travelers to access services throughout their journey, from planning to booking to sharing experiences. [2] Functions include GPS navigation, sharing locations, accessing travel information offline, and booking travel products from mobile apps. [3] Mobile travel is growing rapidly globally as it provides convenience and tailored recommendations.
This document discusses several location-based entertainment concepts and technologies in 3 or fewer sentences:
Location-based gaming could become more popular as mobile games and social networking increase people's engagement when waiting or near others. Several apps and devices were proposed to integrate people's locations into multiplayer games and activities using Bluetooth, WiFi, GPS and motion/sound sensors to connect users and virtual or real-time content. New formats for interactive public displays and mobile devices aimed to turn real world locations into shared gaming environments.
New media and internet have significantly changed our lives and we are getting addicted to the internet, day by day. Online channels are becoming more and more available and naturally necessary in the rush of our daily life. Thus, developing business strategies for the online channels and digital marketing tools to reach the customers effectively is a vital task. Considering the internet usage of most of the customers, distributing on the mobile applications is efficient. With respect to statics, sales of smartphones soon exceeds the sales of computers so it is certain that companies need to invest on their mobile apps and expand their applications
Moreover, there still are new mobile technologies which are in the line to burst, such as mobile financial services, location based services, near field communications etc. Thus, this project aims to research how to power up the penetration of these technologies by digital activities
Global mobile device ownership is widespread, with 77% of the planet owning a mobile device. Mobile internet use is also extensive, with over 1.3 billion people globally already using mobile internet. Mobile devices are increasingly used for travel related searches, with 72% using their device for travel searches and 47% expecting to use their mobile at their travel destination. The average length of mobile research sessions for activities like dining and travel is surprisingly long, ranging from 17 to 31 minutes.
The Mobile Experience - Sagittarius 24/7 Multichannel Travel Cosumer MasterclassSagittarius
Speaker Presentation delivered by Andrea Eckerstorfer of Booking.com at the Sagittarius 24/7 Multichannel Travel Consumer Masterclass on Tuesday 24th March 2015.
La fiesta tropical se celebrará el sábado 25 de junio de 2022 de 7 pm a 11 pm en el salón comunitario. Habrá comida y bebidas tropicales, música latina en vivo y baile. Los boletos cuestan $20 por persona y los fondos recaudados se destinarán a la organización benéfica local para niños.
La fiesta tropical se celebrará el sábado 25 de junio de 2022 de 7 pm a 11 pm en el salón comunitario. Habrá comida y bebidas tropicales, música bailable latina en vivo y un concurso de disfraces con premios. Se pide a los asistentes que lleven un plato para compartir y se les anima a vestirse con atuendos coloridos y divertidos para la ocasión.
Este catálogo ofrece varios tipos de pijamas, incluyendo pijamas cortos y largos para adultos, pijamas para bebés y pijamas para noches especiales. La vendedora, Gisely, proporciona su contacto y alienta a los clientes a comunicarse con ella para ver las pijamas personalmente.
Tnooz-Sabre Webinar: Mobile and social media – sort the facts from the hypeKevin May
Panelists for this 60-minute webinar are:
* Will Pinnell, Sabre Holdings director, mobile strategy and traveler solutions
* Sarah Kennedy Ellis, Sabre Travel Network manager for social solutions
* Kevin May, Tnooz editor and moderator
This document discusses a study conducted by Latitude 42 on next-generation retail and mobile shopping. The study surveyed over 900 smartphone users across the US and UK. It found that 63% expect to do more mobile shopping in the future. Mobile shopping is popular for its convenience, with many shopping from home or on the go. The study also found opportunities for retailers to better integrate digital and physical shopping experiences using consumers' mobile devices.
Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.
Enhance Customer Experience Measurement (CEM) with Mobile Research Research Now
Mobile research can enhance customer experience measurement by capturing consumer behaviors and purchases in-the-moment using their smartphones. Some key benefits of mobile research include broader representative samples, faster response times, and lower costs compared to traditional methods. Additional features like geotargeting, rich media uploads, and passive data capture can provide richer insights when layered on mobile surveys. While there are some challenges like battery drain and shorter surveys, mobile research overall allows researchers to better understand customer experiences across multiple touchpoints.
Mobilezilla - BCM's What Next presentation February 2012BCM Group
The document discusses how mobile is becoming the dominant platform and businesses need to optimize for mobile. It highlights that mobile search traffic is growing and many purchases are unplanned and made on the same day. Location data from mobile enables local searches and businesses to target customers near their stores. The future of commerce is mobile as people constantly have their phones and make purchases on the go. Brands need to focus on utility, communication and entertainment to build loyalty through their mobile presence.
Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project, will present the latest Project findings to the Handheld Librarian Online Conference about how many people have mobile devices and how they use these devices—for accessing all kinds of content, using apps, social media, and for specialized searches such as for politics, news, and for health information. He will also discuss broader public attitudes about why people like mobile connectivity and how they feel challenged by it.
Vol1: Managing The Hype - The Reality of Mobile in Canada - AppendixDelvinia
Delvinia’s 2009-2010 study of Canadian mobile behaviours conducted through AskingCanadians™, revealed that most mobile owners don’t appear to be using the more advanced features that mobile providers tout and marketers dream of
fully leveraging. Read more inside...
The document discusses mobile internet and smartphone usage trends across different generations in Russia. It finds that 74% of Russians use mobile apps regularly, with young people having strong attachment to their phones. Younger generations, especially Gen Z, are more reliant on mobile internet and smartphones than older generations. For example, 65% of Gen Z use parents' devices by age 8. The document advocates for brands to integrate mobile and location-based technologies into their digital campaigns to better engage different generations.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
1) The document analyzes smartphone usage in the consumer purchase journey across 37 countries and 4 product categories. It finds that smartphone research is an important part of the process, especially when used alongside other devices for multi-screening.
2) Smartphone usage occurs throughout the purchase funnel, from early information gathering to just before purchase. The context of usage, like location, is more important than the content being accessed.
3) While smartphone penetration and usage varies between mature, emerging, and developing markets, research shows growing importance of smartphones across all stages of the shopping process globally.
BTO 2015 Side ONE | Mercoledì 2 dicembre
Oracle Hospitality Hall
Every little thing she does is magic
12.10 : 12.50
www.buytourismonline.com
www.buytourismonline.com/eventi/every-little-thing-she-does-is-magic/
Keynote Speaker
Dorianne Richelle - Global Marketing Solutions Facebook
Millennials have had their time in the spotlight, and while they aren’t going anywhere anytime soon, Gen Z is hot on their trail and blazing their own path, especially when it comes to their preferred travel trends.
Retail Mobility: Welcoming the consumer on mobile[x]cube LABS
Our Whitepaper focuses on retail mobile solutions and endeavors to decipher the reasons behind retailers taking the mobile plunge, the seismic shift in the consumer behavior, the growth engines behind retail mobility,
opportunities, challenges and advantages for various stakeholders and a look into the days ahead.
Mobile Insights for Travel Brands - Millennial MediaCorinne Wan
The document provides an overview of mobile travel behaviors based on a study by Millennial Media and comScore. Some key findings include:
- The mobile travel audience is most active between ages 25-44, owns multiple devices, and spends over half their travel research and booking time on tablets and smartphones.
- Travelers use mobile devices throughout the entire travel process from initial research to booking to in-destination activities to reviews. Hotels and flights are most researched and purchased travel items on mobile.
- The travel industry has recognized mobile trends and many airlines and hotels now offer robust mobile apps and services to engage travelers on the go. Mobile advertising remains a top spending category as brands promote new offerings and destinations year-
La fiesta tropical se celebrará el sábado 25 de junio de 2022 de 7 pm a 11 pm en el salón comunitario. Habrá comida y bebidas tropicales, música latina en vivo y baile. Los boletos cuestan $20 por persona y los fondos recaudados se destinarán a la organización benéfica local para niños.
La fiesta tropical se celebrará el sábado 25 de junio de 2022 de 7 pm a 11 pm en el salón comunitario. Habrá comida y bebidas tropicales, música bailable latina en vivo y un concurso de disfraces con premios. Se pide a los asistentes que lleven un plato para compartir y se les anima a vestirse con atuendos coloridos y divertidos para la ocasión.
Este catálogo ofrece varios tipos de pijamas, incluyendo pijamas cortos y largos para adultos, pijamas para bebés y pijamas para noches especiales. La vendedora, Gisely, proporciona su contacto y alienta a los clientes a comunicarse con ella para ver las pijamas personalmente.
Tnooz-Sabre Webinar: Mobile and social media – sort the facts from the hypeKevin May
Panelists for this 60-minute webinar are:
* Will Pinnell, Sabre Holdings director, mobile strategy and traveler solutions
* Sarah Kennedy Ellis, Sabre Travel Network manager for social solutions
* Kevin May, Tnooz editor and moderator
This document discusses a study conducted by Latitude 42 on next-generation retail and mobile shopping. The study surveyed over 900 smartphone users across the US and UK. It found that 63% expect to do more mobile shopping in the future. Mobile shopping is popular for its convenience, with many shopping from home or on the go. The study also found opportunities for retailers to better integrate digital and physical shopping experiences using consumers' mobile devices.
Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.
Enhance Customer Experience Measurement (CEM) with Mobile Research Research Now
Mobile research can enhance customer experience measurement by capturing consumer behaviors and purchases in-the-moment using their smartphones. Some key benefits of mobile research include broader representative samples, faster response times, and lower costs compared to traditional methods. Additional features like geotargeting, rich media uploads, and passive data capture can provide richer insights when layered on mobile surveys. While there are some challenges like battery drain and shorter surveys, mobile research overall allows researchers to better understand customer experiences across multiple touchpoints.
Mobilezilla - BCM's What Next presentation February 2012BCM Group
The document discusses how mobile is becoming the dominant platform and businesses need to optimize for mobile. It highlights that mobile search traffic is growing and many purchases are unplanned and made on the same day. Location data from mobile enables local searches and businesses to target customers near their stores. The future of commerce is mobile as people constantly have their phones and make purchases on the go. Brands need to focus on utility, communication and entertainment to build loyalty through their mobile presence.
Lee Rainie, Director of the Pew Research Center’s Internet & American Life Project, will present the latest Project findings to the Handheld Librarian Online Conference about how many people have mobile devices and how they use these devices—for accessing all kinds of content, using apps, social media, and for specialized searches such as for politics, news, and for health information. He will also discuss broader public attitudes about why people like mobile connectivity and how they feel challenged by it.
Vol1: Managing The Hype - The Reality of Mobile in Canada - AppendixDelvinia
Delvinia’s 2009-2010 study of Canadian mobile behaviours conducted through AskingCanadians™, revealed that most mobile owners don’t appear to be using the more advanced features that mobile providers tout and marketers dream of
fully leveraging. Read more inside...
The document discusses mobile internet and smartphone usage trends across different generations in Russia. It finds that 74% of Russians use mobile apps regularly, with young people having strong attachment to their phones. Younger generations, especially Gen Z, are more reliant on mobile internet and smartphones than older generations. For example, 65% of Gen Z use parents' devices by age 8. The document advocates for brands to integrate mobile and location-based technologies into their digital campaigns to better engage different generations.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
1) The document analyzes smartphone usage in the consumer purchase journey across 37 countries and 4 product categories. It finds that smartphone research is an important part of the process, especially when used alongside other devices for multi-screening.
2) Smartphone usage occurs throughout the purchase funnel, from early information gathering to just before purchase. The context of usage, like location, is more important than the content being accessed.
3) While smartphone penetration and usage varies between mature, emerging, and developing markets, research shows growing importance of smartphones across all stages of the shopping process globally.
BTO 2015 Side ONE | Mercoledì 2 dicembre
Oracle Hospitality Hall
Every little thing she does is magic
12.10 : 12.50
www.buytourismonline.com
www.buytourismonline.com/eventi/every-little-thing-she-does-is-magic/
Keynote Speaker
Dorianne Richelle - Global Marketing Solutions Facebook
Millennials have had their time in the spotlight, and while they aren’t going anywhere anytime soon, Gen Z is hot on their trail and blazing their own path, especially when it comes to their preferred travel trends.
Retail Mobility: Welcoming the consumer on mobile[x]cube LABS
Our Whitepaper focuses on retail mobile solutions and endeavors to decipher the reasons behind retailers taking the mobile plunge, the seismic shift in the consumer behavior, the growth engines behind retail mobility,
opportunities, challenges and advantages for various stakeholders and a look into the days ahead.
Mobile Insights for Travel Brands - Millennial MediaCorinne Wan
The document provides an overview of mobile travel behaviors based on a study by Millennial Media and comScore. Some key findings include:
- The mobile travel audience is most active between ages 25-44, owns multiple devices, and spends over half their travel research and booking time on tablets and smartphones.
- Travelers use mobile devices throughout the entire travel process from initial research to booking to in-destination activities to reviews. Hotels and flights are most researched and purchased travel items on mobile.
- The travel industry has recognized mobile trends and many airlines and hotels now offer robust mobile apps and services to engage travelers on the go. Mobile advertising remains a top spending category as brands promote new offerings and destinations year-
Blis insights: the influence of location on cross-screen advertisingBlis
Understanding the role of location in how consumers interact and respond to advertising is becoming a critical component for every brand looking to execute successful mobile-aware campaigns.
Technology has played its part in this evolution, with devices and connectivity combining to provide consumers with access to content and information anytime, anyplace. Consumers are using multiple devices to interact with brands in different ways depending on the kind of content being consumed, the services they are using, and the context of their location.
The data in this deck comes from a Blis White Paper based on consumer research from a nationally represented sample of UK consumers, designed to explore the following topics:
Device ownership and usage across demographics
How consumers engage with mobile advertising on different devices
The importance of context in mobile advertising
The influence of location on mobile advertising engagement
With Internet usage shifting from desktop to mobile, Yahoo needed to get ahead of this trend, understand who was driving it, why, how fast it was occurring, and what advice to give digital marketers as a result. To answer these questions, Vital Findings used in-depth interviews, device tracking, and quantitative research in the US, UK, France, and Germany. Presented at THINK LA, INTERACT, the Razorfish Global Tech Summit, and showcased on Yahoo’s online advertiser resource center globally.
Lee Rainie, Director of the Pew Research Center’s Internet Project, describes the project’s latest findings about how people use mobile devices and how they connect to libraries with those devices. He also discusses mobile activities that people would like their libraries to embrace.
MIT Enterprise Forum event on December 17 "NFC Circle" Mobile Wallet Wars and Warriors" Just about everyone in the NFC space has or plans to release a mobile wallet for one big reason – control of the consumer. But how many wallets can a consumer have or will they want? How many wallets can or will a merchant want to support? And what do both of these big stakeholders do while this is all being sorted? And what is the role of other key stakeholders like mobile operators, bank issuers and payments networks?
Our panel consists of the most important mobile wallet warriors who are on the front lines of this very exciting commerce battleground where the winner could really “take all.” They’ll speak openly about what they are doing, how merchants and consumers are responding, and where they see all of this ending up.
Measuring Success in a Multi-Channel World - Cars.comMerlien Institute
Presented by Sharon Knitter, Former Senior Director Mobile, Cars.com
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Similar to Travelers Usage of Phones vs. Tablets (20)
6. Portrait of American TravelersSM Methodology
The information presented in this report was obtained from online interviews
with 2,527 active leisure travelers conducted during February and March, 2012:
Adults (> =18 years of age)
Reside in the United States
Annual household income >= $50,000
Have taken at least one leisure tip of 75
miles or more from home requiring
overnight accommodations during the
previous 12 months.
7. SMARTPHONE OWNERSHIP
2012 Smartphone Ownership
Own a Smartphone
Generationally
54 Millennial 18-33 66%
32 Gen X 34-47 61%
23
Boomer 48-66 43%
Matures 67+ 23%
2010 2011 2012
7
21. LOCAL SEARCH
DRIVES
ACTIVITY
95% of Smartphone users search for local information
88% of those searches result in an “action” within a
day, presumably to visit a website or an actual venue.
77% have conducted business after using mobile
search for local information,
61% calling and 59% visiting the premises of a local
business.
Per google, 19% of all hotel queries are being
searched on mobile devices.
Tnooz, May2011
22. FLORIDA
RESORT
September 1 – October 15
60% visitors to site are in market
Overall traffic is 24% Phone or Tab
10% Tab
14% Phone
71 Bookings
70 Tab
1 Phone
23. CALIFORNIA
RESORT
Sept 1 – Oct 15
26% Overall Visitors
(Phone or Tab)
60% Smartphone
66% from California
47% from San
Fran, Oakland, San Jose Metro
431 Calls
712 Directions
5 Bookings
40% Overall is Tab
46 bookings
2x conversion rate of phone
87% same day conversions
(visit and book)
26. ENABLE ACTIONS
FOR SMARTPHONE
VISITORS
Informative and easily actionable
content and layout
Service oriented
Post-transaction support
Directions, phone numbers, maps
Transportation and area information
Location aware and contextual
Recognize local versus other traffic
Promote reasons to visit
(events, activities, specials)
Search optimized
27.
28. SUPPORT
CONVERSION FOR
TABLET VISITORS
Highly visual design
full-screen photos, video embeds
Simplified, touch friendly navigation
with clear calls-to-action
Social extensions
integrate reviews, UGC
integrate channel feeds
ask for connections
Recognize visitors may already know
about you and are ready to commit
29.
30. THANK YOU!
LUCAS COBB
@lucascobb
www.MMGYGLOBAL.com
Cover these areas. Questions are wlecome at anytime.
According to the just-released MMGY Global/Harrison Group 2012 Portrait of American Travelers™, smartphones are continuing to be our most trusted travel companions while tablets grow in ownership but wane as travel tools.Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 54% report owning a smartphone from which they access the internet. (up 21% from 2011)Across generations, Millennials (ages 18 – 33) report the highest smartphone ownership and usage at 66% versus 23% for Matures (age 67+).
The national average in the US smartphone owners reported by comscore Aug 1 is 47%.http://techcrunch.com/2012/08/01/comscore-us-smartphone-penetration-47-in-q2-android-remains-most-popular-but-apples-growing-faster/Travelers exceed this average by 7%
Of 2,527 American Travelers with 50k+ HHI who have taken at least one trip for leisure in the past 12 months as of May 2012: 27% report owning a tablet from which they access the internet. (up 20% from 2011). GenX (ages 34 – 47) lead the tablet market with 32% ownership and usage versus 20% of Matures.
While the increase in ownership on average and generationally is not necessarily surprising, though it is significant, the differences reported in travel related activities conducted between devices are.Web-based travel related activities with these tools are beginning to show signs of significant variance.
For those of us who own both, how many take them both everywhere you go? So what is the mobile divide? Well It’s not quiet as dramatic as the Continental Divide…
It’s the transition between primary activities on smartphones and activities on tablets. 5 phases which make up the ‘funnel’ if you will.
The most common behavior on both devices… the most common behavior on anything digital, it makes sense this is where we start. The difference is in what we are searching for and where we are when we do it.
Next in line is finding, which we coorelate with navigation or wayfinding. Directions, maps driven by proximity searches. Phones dominate this step.
Here we reach the point where behaviors begin to get more inline between device types. The act of evaluation, or using reviews and other content to help make a decision is occuring 30% percent of the time on both platforms.
Once the evaluation and vetting of options is done, though, the actual shopping behaviors occur more on tablets. Users may find what they want on their smartphone if it’s a specific thing, but they won’t spend as much time looking around for other options or price comparing.
Where tablet activities begin to pickup and a distinct usage pattern form is when the user shifts from searching and sharing and settles in to shop and buy. In 2012 37% of tablet users are shopping rates and 28% making the final booking via the device. Both of these measures are 12% higher than smartphone.Whether it’s because users are skeptical of phone commerce, or it just isn’t easy enough, they shift to the tablet to complete the purchase.
After it’s all said and done and the travel experience is in full swing, phones come back to the forefront. Sharing is also an activity that can occur at anytime in the purchase path and these devices are inherently social as all of us know who follow twitter or facebook remotely.
So, that’s the process and the divide. Lets look at some specifics industry observations and case studies from a couple of our clients.
Recently redesigned and launched
Content should be restructured for each interface. Responsive approach is one way. But not the only way. Use your analytics to understand what users are doing and cater your screen experiences appropriately