1
Demography.................................................................................................................
2
Demography
There were an estimated 2,405,518,376 internet users worldwide for mid-year 2012 (June 30, 2012), according
t...
3
The Middle East and North African countries have relatively low overall internet penetration. However, the young
culture...
4
 Russia: 59.0 million (+20%)
 Brazil: 52.0 million (+6%)
(eMarketer, 2012)
Venezuela posted the highest growth in inte...
5
A similar picture emerges in the telecommunications market. The growth markets are in the BRIC countries. In
2010, the C...
6
Broadband Access
By 2012, the majority of countries had reached the Broadband Commission target of offering basic fixed-...
7
whether speed affects the amount of time consumers spend online. The connection speeds were divided into
four groups: 's...
8
Global fixed broadband subscriptions will reach half a billion
in 2010, driven by continued growth in emerging markets,
...
9
Languages on the Web
Top Ten Online Language Populations
There were 565,004,126 English speaking people using the intern...
10
YouTube recently announced that they were
adding a couple new African languages
(IsiZulu and Afrikaans) bringing YouTub...
11
Regions Internet User Penetration Facebook Users
Argentina 28,000,000 67.0% 17,581,160
Bolivia 1,985,970 19.6% 1,482,80...
12
Searches and Search Engines
75% of users never scroll past the first page of search results, according to a survey by M...
13
Facebook's new "instant personalization" is just the beginning of an era in which we will slowly allow more and
more te...
14
Google continues to dominate the worldwide
search market, with its sites accounting for over
66% of searches conducted ...
15
E-mail Marketing
Email campaigns are traditionally very promotional in nature, which lowers the average booking value. ...
16
Consumers were more likely to say they opened at least half of marketing e-mails when senders across all
verticals seem...
17
Digital Media
Online video has taken hold in the US, with comScore reporting more than 175 million unique viewers in Oc...
18
Still, YouTube claims that 94 of AdAge's top 100 advertisers have run campaigns on YouTube and the Google
content netwo...
19
Smart TV
Smart TVs are on the verge of taking off, integrating TC, internet and social media with opportunities for tra...
20
E-Commerce (Electronic Commerce)
B2C ecommerce sales grew 21.1% to top $1 trillion for
the first time in 2012, accordin...
21
India and Indonesia) will see faster B2C ecommerce
sales growth than all other markets worldwide this
year, while Japan...
22
(iCharts, 2012)
Coupon sites such as Groupon and
LivingSocial reached 6.9% of the online
population worldwide in Decemb...
23
The most popular tactics used to market to local
audiences were websites with local content (69%),
print ads (62%) and ...
24
By contrast, respondents to the miBuys survey, who
were already visitors to mobile shopping and
promotions channels, se...
25
M-Commerce (Mobile Commerce)
Almost half of all companies expect mobile payment to make travel easier, yet presently, o...
26
The report focuses on six regions and two core strategies, highlighting the key tourism trends in each:
 Africa - M-co...
27
and videos, the trend generate brand awareness and loyalty for travel companies. It works through the
offering of point...
28
Juniper Research also agreed on the top regions for
mobile payments: North America, the Far East and
China, and Western...
29
There is, however, considerable variation between nations. Developing markets in China (82%) and Brazil (73%)
find mobi...
30
When survey participants were asked if they had used a mobile phone to make purchases in the past six months,
nearly ha...
31
respondents said they looked forward to using their
phone to make all their payments, vs. 64% of Asian
respondents who ...
32
split a restaurant bill and transfer money to a friend in a way that is easy and fun. In the US, Sprint has
already rel...
33
1. Beach, J. (2012, June 21). Broadband milestone reached: 600mn subs worldwide. Retrieved from Telecoms:
http://www.te...
34
18. HubSpot - 100 Awesome: Marketing Stats Charts & Graphs. (2011, May). Retrieved from HubSpot:
http://www.hubspot.com...
35
39. ClickZ. (2010, August 27). Targeted Display and Streaming Video Ads to Grow 60 Percent in 2011. Retrieved
from Clic...
Global Insight: Internet Usage Patterns in Travel Industry
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Global Insight: Internet Usage Patterns in Travel Industry

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Global Insight: Internet Usage Patterns in Travel Industry

  1. 1. 1 Demography.....................................................................................................................2 Gender.............................................................................................................................5 Access..............................................................................................................................5 Broadband Access............................................................................................................6 Languages on the Web......................................................................................................9 Top Ten Online Language Populations............................................................................9 Other Languages on the Web .........................................................................................9 Searches and Search Engines .........................................................................................12 E-mail Marketing............................................................................................................15 Digital Media..................................................................................................................17 Smart TV.........................................................................................................................19 E-Commerce (Electronic Commerce) ...............................................................................20 M-Commerce (Mobile Commerce)...................................................................................25 References.....................................................................................................................33
  2. 2. 2 Demography There were an estimated 2,405,518,376 internet users worldwide for mid-year 2012 (June 30, 2012), according to Internet World Stats. This represented about 34.3% of the population worldwide and a 566.4% growth compared to 2000. (Internet World Stats, 2012) Over 2.7 billion people were using the internet in the first quarter of 2013, according to ITU. This represented 39% of the world's population. In the developing world, 31% of the population is online, compared with 77% in the developed world. Europe is the region with the highest internet adoption rate in the world (75%), followed by the Americas (61%). In Africa, 16% of people are using the internet, only half the penetration rate of Asia and the Pacific. (ITU-The world in 2013 -ICT Facts and Figures, 2013) There were 2.4 billion internet users (2,405,510,175) worldwide in the first quarter of 2012, according to Internet World Stats data updated June 30, 2012. China was the largest countries in terms of internet users with over 538 million users. (Top 20 Internet Countries by Users, 2012) Internet Users by Region Region Users Asia 1,076,681,059 Europe 518,512,109 North America 273,785,413 Latin America/Caribbean 254,915,745 Africa 167,335,676 Middle East 90,000,455 Oceania/Australia 24,287,919 Worldwide 2,405,518,376 44.8% 21.5% 11.4% 10.6% 7% 3.7% 1% INTERNET USERS WORLDWIDE BY REGIONS, MID-YEAR 2012 (JUNE 30, 2012) Asia Europe North America Latin America/Caribbean Africa Middle East Oceania/Australia Source: Internet World Stats, Oct 2012 Europe,75% TheAmericas,61% CIS,52% ArabStates,38% Asia&Pacific,32% Africa,16% A DOP TION R A TE INTERNET USER ADOPTION RATE BY REGION, IN Q1 2013 Source: ITU-The world in 2013 -ICT Facts and Figures, Feb 2013 538 254.2 137 101.2 87.3 68 67.5 55 52.7 52.3 48.4 42 42 40.3 36.5 35.8 33.6 31.6 31 29.8 0 100 200 300 400 500 600 TOP 20 INTERNET COUNTRIES WORLDWIDE AT MID-YEAR 2012 (IN MILLIONS) Source: Internet World Stats, Oct 2012
  3. 3. 3 The Middle East and North African countries have relatively low overall internet penetration. However, the young culture, as well as the experience and coordination of 2011's Arab Spring events, are bringing many more online. Google and Booz&Co. surveyed internet users between the ages of 15 and 35 (an age range believed to make up 40% of the population) in Saudi Arabia, UAE, Egypt, Bahrain, Kuwait, Qatar, Jordan, Algeria and Lebanon. The results showed a digitally engaged population with room to bring technology further into their lives and society. Overall, 83% of these internet users reported using the internet daily. And when users went online, they stuck around, with 99% of daily users spending over 30 minutes online, well above the 82% who spent over 30 minutes watching TV. More than four in 10 users spent at least five hours per day on the internet. Home was the primary access point for respondents, with North Africa posting the highest percentage of people accessing from a home base (83%). By comparison, in the richer Gulf countries, seven out of 10 accessed from home, while nearly as many accessed on the go. The more expensive and newer smartphone devices are making big strides in the oil-rich region. Most in the Middle East and North Africa already own standard mobile phones. Internet cafes remain relevant in North Africa primarily, used for access by just under two out of 10 respondents. This is a common trend in the developing world, where people first go online at these locations before access is supplanted by home computers and mobile devices. In Lebanon and Jordan, the Levant countries, public spaces saw the greatest web use of all regions, suggesting that Wi-Fi hotspots have caught on here. Internet users in Middle East and North Africa, by access location, July 2012 (% of respondents):  At home: 70% in Gulf Cooperation Council* / 75% in the Levant** / 83% in North Africa***  On the move: 65% / 53% / 28%  Public spaces: 20% / 22% / 13%  Internet cafes: 9% / 9% / 17% * Gulf Cooperation Council: Bahrain, Kuwait, Qatar, Saudi Arabia, and the UAE. ** Levant: Lebanon and Jordan. *** North Africa: Egypt and Algeria. Tablets have also made major advances among internet users in the Gulf especially; penetration of these devices among the connected youth (36%) was more than half of smartphone ownership (61%).As elsewhere, watching short videos online is one of the most popular daily activities among internet users in each country, according to the survey. About four in 10 users throughout the Middle East and North Africa also reported paying to download media at least once a week. And social networking was, of course, quite popular among the young respondents, with 61% spending more than two hours per day on social sites. In the developing region, where the internet is often associated with a more open culture, there are still many areas where a technology upgrade is seen as potentially beneficial. Nearly half of respondents believed healthcare was in need of technology improvement, and over four out of 10 cited education. Internet access in the Middle East and Africa will continue expanding at the fastest pace worldwide, according to eMarketer estimates. In these countries, the energy and engagement of the younger generations will drive technological change throughout the region. (eMarketer, 2013) The study found that, among all BRIC countries, India had the sharpest growth in unique website visitors between 2011 and 2012, at 41%, more than double the growth rate in second-place Russia. And India's online growth still has some distance to go before it hits a ceiling, since most of its online category stats under index when compared to global averages. Internet users in BRIC, July 2012:  China: 336.0 million (+5% compared to July 2011)  India: 62.6 million (+41%)
  4. 4. 4  Russia: 59.0 million (+20%)  Brazil: 52.0 million (+6%) (eMarketer, 2012) Venezuela posted the highest growth in internet users worldwide between April 2011 and April 2012, at 62%, according to comScore. (eMarketer, 2012) The global market for information and communications technology (ICT) is expected to grow by 1.9% to 2.3 trillion euros in 2010, according to the European Information Technology Observatory (EITO). In the crisis year of 2009, sales fell by as much as 1.6%. EITO indicates that the global high-tech markets are recovering appreciably from the economic crisis and that signs are once again pointing toward growth. In the industrial countries, increasingly companies are investing again in modern IT systems. The drivers of growth are the emerging countries of China, India and Brazil, whose high-tech markets have been able to make strong gains in spite of the crisis. In 2010, the emerging countries will provide additional impetus to the markets and if the economic recovery continues, the global ICT market will grow by 3.7% to 2.4 trillion euros in 2011, according to EITO. The economic crisis had only a slight impact on the global telecommunications market. After a slight dip of 0.5% last year, 2010 sales will grow by 2.9% to 1.4 trillion euros, according to EITO's forecast. The telecommunications market is marked by technological and structural changes, according to EITO. As a result, people are making fewer phone calls on the fixed network and, instead, are using mobile phones or internet telephony more often. In the meantime, 18% of all households in the US no longer use the fixed network, preferring to use their mobile phones exclusively. In Japan, it is 20% and in Italy it is even 26% of households. Accordingly, sales of fixed network voice services have been declining for years. In 2010, they will fall worldwide by 4.6%. On the other hand, the mobile market is growing slightly, up 1.4% to 417 billion euros. The strongest growth is posted by data services, both fixed network as well as mobile. Sales of internet connections and data services on a fixed network will grow in 2010 by 7% to 198 billion euros, according to EITO data. Mobile data services are posting even stronger growth: up 16% to 141.5 billion euros. Mobile internet is conquering the mass market, according to EITO. With the exception of Russia, the so-called BRIC countries (Brazil, Russia, India and China) were hit less severely by the global economic and financial crisis and are posting the strongest growth. After posting 10%, the Chinese IT market will gain 11%, up to 33.6 billion euros, in 2010. In India, IT sales will also grow by 11%, to 14 billion euros. By comparison, in the EU, the market will grow in 2010 by only 0.2%, to 303 billion euros. In the US, sales in IT hardware, software and IT services will drop slightly in 2010, down 0.8% to 304 billion euros. 62% 34% 29% 24% 22% 19% 16% 14% 13% 11% 9% 0% 10% 20% 30% 40% 50% 60% 70% LEADING COUNTRIES WORLDWIDE, RANKED BY GROWTH IN INTERNET USERS, APRIL 2012 (% CHANGE VS. PRIOR YEAR): Source: eMarketer, July 2012
  5. 5. 5 A similar picture emerges in the telecommunications market. The growth markets are in the BRIC countries. In 2010, the Chinese telecom market will grow by 8% to 126 billion euros, while the Indian market will grow by 15% to 40.5 billion euros. In India only a third of the population uses a mobile phone; in China, about half. In Germany for example, it is roughly 80%. Powered by the success of smartphones and mobile internet services, the telecom market in the US will grow by 1.6% to 324 billion euros. In the EU, the plus is only 0.1% to 346 billion euros. (EITO, 2010) Gender More men than women used the internet in the first quarter of 2013, according to ITU. Globally, 37% of all women are online, compared with 41% of all men. This corresponds to 1.3 billion women and 1.5 billion men. The developing world is home to about 826 million female internet users and 980 million male internet users. The developed world is home to about 475 million female internet users and 483 million make internet users. The gender gap is more pronounced in the developing world, where 16% fewer women than men use the internet, compared with only 2% fewer women than men in the developed world. (ITU-The world in 2013 -ICT Facts and Figures, 2013) Access 41% of the world's households are connected to the internet in the first quarter of 2013, according to ITU. Half of them are in the developing world, where household internet adoption has reached 28%. In the developed world, 78% of all households are connected to the internet. 90% of the 1.1 billion households not connected to the internet are in the developing world. Europe and Africa are the regions with the highest and the lowest levels of household internet adoption respectively: 77% in Europe, compared with 7% in Africa. The majority of households in the Americas are online (61%), compared with around one third of households in the Arab States and Asia and the Pacific. Between 2009 and 2013, internet penetration in households has grown fastest in Africa, with annual growth of 27%, followed by 15% annual growth in Asia and the Pacific, the Arab States and the CIS. (ITU-The world in 2013 -ICT Facts and Figures, 2013) Iceland was the country with the highest level of internet usage in year-end 2011 with 97.8% of the population online, according to Internet World Stats. (TOP 50 COUNTRIES WITH THE HIGHEST INTERNET PENETRATION RATE, 2012) Iceland,97.8% Norway,97.2% Sweden,92.9% FalklandIslands,92.4% Luxembourg,91.4% Greenland,90.2% Australia,89.8% Netherlands,89.5% Denmark,89% Finland,88.6% Top ten countries worldwide with the highest internet level, year-end 2011 Source: Internet World Stats Newsletter Number 073 - May 8, 2012 , May 2012
  6. 6. 6 Broadband Access By 2012, the majority of countries had reached the Broadband Commission target of offering basic fixed- broadband services at below 5% of monthly GNI p.c., according to ITU. The total number of fixed broadband subscriptions in developing countries surpassed those in developed countries in the first quarter of 2013, but there is still a wide gap when it comes to fixed-broadband adoption rates, with 6.1% in developing countries (and less than 1% in Sub-Saharan Africa), compared with 27.2% in developed countries. Uptake of high-speed broadband (at least 10Mbits/s) is highest in some Asian economies, including the Republic of Korea, Hong Kong (China) and Japan, and in several European countries such as Bulgaria, Iceland and Portugal. In Africa, less than 10% of fixed (wired) broadband subscriptions offered speeds of a least 2Mbit/s. This is also the case of several countries in Asia and the Pacific, the Americas and some Arab States. Mobile broadband sees continuous high growth, with more than 2 billion subscriptions worldwide expected by the end of 2013. Mobile-broadband subscriptions have climbed from 268 million in 2007 to 2.1 billion in 2013. This reflects an average annual growth rate of 40%, making mobile broadband the most dynamic ICT market. In developing countries, the number of mobile-broadband subscriptions more than doubled from 2011 to 2013 (from 472 million to 1.16 billion) and surpassed those in developed countries in 2013. Africa is the region with the highest growth rates over the past three years and mobile-broadband adoption has increased from 2% in 2010 to 11% in 2013. (ITU-The world in 2013 -ICT Facts and Figures, 2013) There were over 600 million broadband subscribers globally in the first quarter of 2012, indicating a further acceleration in growth as over 100 million new lines were added (20% of the total) in less than 18 months, according to a report prepared for industry body the Broadband Forum by UK research firm Point Topic. Worldwide growth during the first three months of 2012 was estimated at 16.12 million broadband lines, up from just over 14 million in the last quarter of 2011. This represents a quarterly rise of 2.7% and an annual increase of 11.48%. Asia continues to be the biggest overall region with 262 million broadband subscribers in total, having added 8.5 million new lines at a growth rate of 3.38% in the quarter and 15.19% in the year. Few changes emerged in the Top 20 Broadband Country Rankings, although Russia, Brazil and India all continued to show above average growth rates both in the quarter and annually, with Ukraine and Turkey also showing high growth. China can celebrate the highest number of new broadband subscribers with an annual growth of 26.4 million (giving a 19% annual growth rate). The highest annual growth rates were posted by Russia (27.43%) and the Ukraine (26.82%), with China, India and Brazil also posting double-digit annual increases. DSL remains the most popular access technology on a global basis: despite its market share dropping by 0.5% in the quarter, there is still a long way to go before the copper-based access technology is overtaken, according to Oliver Johnson, CEO of Point Topic. (Beach, 2012) African ministers have set a target of delivering broadband to 80% of the continent's citizens by 2020. Dina Pule, South Africa's deputy minister of communications told the delegates of the inaugural ICT Indaba conference, which took place on 4th-7th June in South Africa, that a framework had been created that would position Africa on a trajectory of sustained development through the deployment of broadband connectivity. The minister also said that a target was set to increase Africa's influence of telecoms standards worldwide by contributing to ITU regulations, a move that would benefit developing countries. (Har-Even, 2012) The days of dial-up internet access (speeds up to 128Kb) are numbered as consumers around the world opt for the fast and even super-fast internet connections now available. The Nielsen Company recently measured and compared connection speeds on home computers during February 2011 across nine countries and analyzed
  7. 7. 7 whether speed affects the amount of time consumers spend online. The connection speeds were divided into four groups: 'slow' (up to 512Kb), ‘medium' (512Kb - 2Mb), ‘fast' (2Mb - 8Mb) and 'super-fast' (8Mb+). In all but one of the nine countries measured, ‘fast' is now the most common connection speed and only a small percentage of people are on 'slow' speeds. On average, across the nine countries, 19% of internet users connect at 'super-fast' speeds, 47% at ‘fast' speeds, 26% at ‘medium' speeds and 8% are on ‘slow' speeds. Only Brazil contradicts this trend with almost half (48%) of home internet users on ‘medium' connection speeds and almost one-third (31%) on ‘slow' speeds. Switzerland has, by far, the fastest-connected population, with 88% of consumers online at home connecting at speeds greater than 2Mb - and 38% having a ‘super-fast' 8Mb+ connection. Following Switzerland, the US (29%) and Germany (27%) have the greatest concentration of people on ‘super-fast' connections. In fact, all three countries now have more people connecting at ‘super-fast' speeds than at ‘medium' speeds (512Kb to 2Mb). Compared to the opposite end of the spectrum, Brazil has 8 times more internet users on ‘medium' speeds (48%) than on ‘super-fast' speeds (6%). So how does connection speed impact how much time people spend online - do higher speeds mean greater efficiency, therefore, less time online or does the higher quality experience encourage greater activity? The answer - there's no single pattern across all the countries measured; however, those on the slowest speeds tend to spend the least time online at home. Only France and Germany negate the trend among the nine measured, and in six of the nine countries consumers using ‘fast' (2Mb-8Mb) connections spend the most time online. Switzerland shows the most linear pattern - the faster the speed the more time spent online - as people using a ‘super-fast' connection (21 hours, 20 minutes) spend twice as much time online as people using a ‘slow' connection (10 hours, 1 minute). Italy is the only other country that follows this linear pattern, but the differences in time are much less noticeable. In fact, for all the countries except Switzerland, the absolute differences in time across the different speeds are generally not that large. Only in Australia, the UK and Spain do we see noticeable differences between those spending the least time online from home computers (people on ‘slow' connections) and those spending the most time (the ‘fast' connectors). (nielsen, 2011) 1.4 billion People globally will access both fixed-line and mobile broadband by 2015 as usage grows rapidly and services converge, according to Ovum. Ovum also found that in 2015 approximately 3.6 billion people will be able to access broadband services, 50% of the world's population. Michael Philpot, Ovum analyst and co-author of the reports, commented that Broadband access is now as important as other essential utilities such as gas, water and electricity. In the developed world it has become a basic requirement and penetration is above 60% of households in many markets. In 2015, the majority of users (1.4 billion) will access both fixed-line and mobile services, showing a trend towards convergence of services. These ‘dual access subscribers' will mainly be in the developed markets of North America, Western Europe and Asia Pacific, where 84% will have dual access. Mobile broadband will continue to grow rapidly and by 2015 one billion people will use it as their only form of internet access, which is 28% of all users globally or 13% of the world's population. This will mainly be driven by emerging markets in Eastern Europe (where 38% of broadband users will be mobile only in 2015), South and Central America (35%) and Asia Pacific (34%). Steven Hartley, Ovum principal analyst and report co-author, indicated that the primary reason for the strength of the mobile broadband market in the emerging markets is a lack of fixed-line infrastructure. However the areas that see the greatest penetration are those where there are affordable devices and sufficiently capable mobile networks. For this reason the strongest markets for mobile broadband will be Eastern Europe, where 38% of broadband users will be mobile only in 2015, South and Central America with 35%, and Asia Pacific with 34%. (Datamonitor, 2011)
  8. 8. 8 Global fixed broadband subscriptions will reach half a billion in 2010, driven by continued growth in emerging markets, according to Informa Telecoms & Media. Fixed broadband markets in mature countries are fast approaching saturation point, but tens of millions of homes in some of the world's largest markets, such as China and India, are still without connectivity and it is these developing regions that are poised to drive a second wave of broadband growth. The number of net new fixed broadband subscriptions in 2009 grew to over 480 million, largely as a result of accelerating growth in emerging markets. That number is expected to reach 500 million this year. China, Russia, Mexico, India and Vietnam were among the countries that recorded the greatest leaps in fixed-broadband subscription numbers in 2009. Analyst figures indicate that seven of the top 20 countries by fixed broadband subscription count at the end of September 2009 could be classified as emerging markets. The number of net additions in each of these countries was up substantially year-on-year, while those of the world's largest developed markets were either flat or down. (Telecoms, 2010) Countries by fixed broadband subscriptions, September 2009 Rank Country Subscriptions 1 China 91,348,000 2 US 82,846,600 3 Japan 31,240,000 4 Germany 25,114,300 5 France 19,306,400 6 UK 18,033,300 7 Korea 16,238,262 8 Russia 12,356,100 9 Italy 12,116,350 10 Brazil 10,951,600 11 Spain 9,681,520 12 Canada 9,562,000 13 Mexico 8,771,100 14 India 7,653,460 15 Netherlands 6,274,000 16 Turkey 6,166,800 17 Australia 5,968,000 18 Poland 5,654,100 19 Taiwan 5,549,440 20 Argentina 3,543,800 Source: Informa Telecoms & Media
  9. 9. 9 Languages on the Web Top Ten Online Language Populations There were 565,004,126 English speaking people using the internet in May 2011, representing 26.8% of all the internet users in the world. Statistics compiled and updated on 31st May 2011 by Internet World Stats shows that the top 10 languages on the web were: Arabic (+2,501.2%), Russian (+1,825.8%) and Chinese (+1,478.7%) are the three languages that recorded the biggest growth rates between 2000 and 2011. (Internet World Stats, 2011) Other Languages on the Web The report found that three quarters of those surveyed say they are maintaining and increasing translation budgets for 2012, according to a global survey by Frommer's® Unlimited, the business-to-business division of Frommer's®. Half of the travel organizations surveyed currently operate a site in one language, a third operate sites in up to five languages and a fifth have sites in more than 5 languages. For 2012 that will increase - 26% said they plan to have up to 5 language sites and 17% plan to have more than 5 language sites. The survey of 350 travel organizations was undertaken with global digital travel news service Tnooz and respondents included airlines, agents, tour operators and consolidators, hoteliers, tourist boards, car rental, rail, travel insurance, publishing and cruise companies. (Travelmole, 2011) 60% of all video views on YouTube come from non-English speakers, according to an exclusive report from Janko Roettgers of GigaOM's NewTeeVee, 301.4%, 565004126 1478.7%, 509965013 807.4%, 164968742 110.7%, 99182000 990.1%, 82586600 174.1%, 75422674 2501.2%, 65365400 398.2%, 59779525 1825.8%, 59700000 107.1%, 39440000 588.5%, 350557483 English Chinese Spanish Japanese Portuguese German Arabic French Russian Korean Rest of the Languages TOP TEN ONLINE LANGUAGE POPULATIONS AND GROWTH 2000-2011 Source: Internet World Stats, Top ten online language, 2000-2011 Chinese Speaking Internet Users Regions Internet User Penetration Facebook Users China 513,100,000 38.3% 527,380
  10. 10. 10 YouTube recently announced that they were adding a couple new African languages (IsiZulu and Afrikaans) bringing YouTube to a total of 51 languages. They also offer country-specific recommendations and content in 34 different countries around the globe. (Social Times, 2011) There were 407,650,713 internet users in Chinese speaking regions worldwide in December 2009, representing 22.6% of the total online population worldwide and 29.7% of the Chinese speaking regions population, according to Internet World Stats. (Internet World Stats, 2011) There were 71,782,234 internet users in German speaking regions worldwide in December 2009, representing 4% of the total online population worldwide and 75% of the German speaking regions population, according to Internet World Stats. (Internet World Stats, 2009) There were 60,252,100 internet users in Arabic speaking regions worldwide in December 2009, representing 3.3% of the total online population worldwide and 17.5% of the Arabic speaking regions population, according to Internet World Stats. (Internet World Stats, 2011) Arabic Speaking Internet Users Regions Internet User Penetration Facebook Users Algeria 4,700,000 13.4% 2,835,740 Bahrain 694,009 57.1% 316,340 Comoros 37,472 4.7% 13,840 Djibouti 61,320 8.1% 51,240 Egypt 21,691,776 26.4% 9,391,580 Iraq 1,303,760 4.3% 1,303,760 Jordan 1,987,400 30.5% 1,987,400 Kuwait 1,100,000 42.4% 880,720 Lebanon 1,367,220 33.0% 1,367,220 Libya 391,880 5.9% 391,880 Mauritania 100,333 3.0% 83,260 Morocco 15,656,192 48.9% 4,075,500 Oman 1,741,804 57.5% 362,280 Qatar 1,231,567 70.0% 323,280 Saudi Arabia 11,400,000 43.6% 4,534,760 Somalia 106,000 1.0% 55,140 Sudan 4,200,000 11.4% n/a Syria 4,469,000 19.8% n/a Tunisia 3,856,984 36.3% 2,799,260 United Arab Emirates 5,859,118 70.9% 2,769,020 Palestine 1,512,273 58.8% 711,440 Yemen 2,606,698 10.8% 318,420 TOTAL 86,077,806 23.9% 34,572,080 Source: Internet World Stats, Dec 2011 There were 139,849,651 internet users in Spanish speaking regions worldwide in December 2009, representing 7.8% of the total online population worldwide and 34% of the Spanish speaking regions population, according to Internet World Stats. (Spanish Speaking Internet Usage Statistics, 2011) Spanish Speaking Internet Users Hong Kong 4,894,913 68.7% 3,793,100 Macao 308,797 53.9% 199,720 Singapore 3,658,400 77.2% 2,661,360 Taiwan 16,147,000 70.0% 11,600,000 TOTAL 538,109,110 39.2% 18,781,820 Source: Internet World Stats, Dec 2011 German Speaking Internet Users Regions Internet User Penetration Austria 59,367,00 72.3% Germany 61,973,100 75.3% Liechtenstein 23,000 66.2% Luxembourg (50%) 193,500 78.9% Switzerland (63.7%) 3,655,934 75.5% TOTAL 71782234 75.0% Source: Internet World Stats, Dec 2011
  11. 11. 11 Regions Internet User Penetration Facebook Users Argentina 28,000,000 67.0% 17,581,160 Bolivia 1,985,970 19.6% 1,482,800 Chile 10,000,000 59.2% 9,020,800 Colombia 25,000,000 55.9% 15,799,320 Costa Rica 2,000,000 43.7% 1,638,420 Cuba 1,702,206 15.4% n/a Dominican Republic 4,120,801 41.4% 2,514,120 Ecuador 4,075,500 27.2% 4,075,500 El Salvador 1,257,380 20.7% 1,257,380 Equatorial Guinea 42,024 6.3% 18,180 Guatemala 2,280,000 16.5% 1,740,660 Honduras 1,067,560 13.1% 1,067,560 Mexico 42,000,000 36.9% 30,990,480 Nicaragua 663,500 11.7% 663,500 Panama 1,503,441 43.4% 895,700 Paraguay 1,523,273 23.6% 954,980 Peru 9,973,244 34.1% 7,886,820 Puerto Rico 1,698,301 42.6% 1,361,020 Spain 30,654,678 65.6% 15,682,800 Uruguay 1,855,000 56.1% 1,479,580 Venezuela 10,976,342 39.7% 9,579,200 TOTAL 182,379,220 43.1% 125,689,980 Source: Internet World Stats, Dec 2011
  12. 12. 12 Searches and Search Engines 75% of users never scroll past the first page of search results, according to a survey by Marketshare.Hitslink.com in October 2010. The average click-through rate worldwide for paid search in 2010 was 2%, according to research by Covario in January 2011. Average click-through rate for paid search worldwide in 2010:  Bing: 2.8%  Google: 2.5%  Yahoo!: 1.4%  Yandex: 1.3% (HubSpot - 100 Awesome: Marketing Stats Charts & Graphs, 2011) Microsoft has rolled out an update to its Bing app, gracing it with a new travel feature, a "nearby" feature, and some map enhancements. The Bing app is Microsoft's answer to the search-friendly Google Mobile App. Bing offers voice activated search, maps and directions, and a few other tricks meant to help iOS users get the information they need. New in version 1.3 of Bing is also a flight and travel deals search engine that predicts whether travel prices for your destination will increase or decrease in the near future. The "nearby" feature lets you know about hot places near your location by employing the iPhone's geo-location capabilities. Bing's map feature has also been enhanced with new pop ups that display over the maps, providing info on traffic, business listings, and more. Finally, Microsoft added neighborhood labels to make it easier to find certain locations. Bing is a free app that runs on iOS 3.0 or later. (Hotelmarketing, 2010) TechCrunch has reported that Google has acquired visual travel search engine Ruba. Now, Google corrected the news, saying it didn't actually acquire Ruba, but the team behind Ruba will be joining the Google team to work on iGoogle and other projects. Ruba offer users a way to visually browse through cities and their attractions around the world, offering photo- rich guides and an emphasis on making it easy to quickly discover new locations. The site is headed by Mike Cassidy, who has founded a number of successful companies, including Xfire, which sold to Viacom in 2006 for $102 million. Guides are all written and submitted by users, with Ruba pulling from Google and Flickr APIs to help pinpoint locations and provide some sample photos (users can submit their own, too). The site, which is similar in some ways to TripAdvisor, features integration with Twitter and Facebook Connect, allowing users to broadcast where they're headed and ask friends for input. Integrating hotel links into Maps and listing hotels with room rates. The search giant is also supposedly in talks to buy fare shopping software ITA software, according to the USA Today. (Hotelmarketing, 2010) It's not a coincidence that Facebook has begun to surpass Google as the most visited site in the US. The shift will continue as we change our behavior from searching for things to discovering things through our social networks and geo-location services. Over the past few years, there has been an underlying shift in the way we use technology in our lives. This could be simply described as moving from user-initiated (search) to auto-serving (suggestions) technologies, and it's about to change the way we live, communicate, make money, shop, collaborate and more. Instead of actively searching for things, we will be presented with them, as we live our lives.
  13. 13. 13 Facebook's new "instant personalization" is just the beginning of an era in which we will slowly allow more and more technologies to shape our discovery and decision processes. As they become more integral to our lives, search as an activity will become less relevant, according to a story at Mashable. (Mashable, 2010) Google has started experimenting with a new feature that will result in showing specific prices for selected hotel listings. The feature is being made available to a small proportion of users. With this feature, when users search for hotels on Google Maps, they will be able to enter the dates they plan to stay and see real prices on selected listings. This new feature will not change the way that hotels are ranked in Google Maps. Google Maps ranks business listings based on their relevance to the search terms entered, along with geographic distance (where indicated) and other factors, regardless of whether there is an associated price. Google will evaluate the usefulness and effectiveness of this new feature based on both data and feedback, and hopes to make it available to more users and offer prices from more partners over time. (Eye for travel, 2010) Google has reportedly joined forces with Intel and Sony to build a set-top box that will bring the internet to TV screens. The joint effort, which is in its preliminary stages, includes software to help users navigate among web-based offerings on television sets and serve as a platform for other developers to target in creating new programmes, according to a report filed by Dow Jones. The technology could be included with future TVs, Blu-ray players or set- top boxes. The companies are thought to be working with Logitech, another technology manufacturer, to build a remote control and small keyboard for the system. The Wall Street Journal this month reported that Google is testing a new TV-search service with Dish Network Corp. that is designed to allow users to find shows on the satellite-TV service as well as video from websites such as Google's YouTube. The article noted that Google has been talking to partners about adapting Android-the operating system it developed for cellphones-for TVs and set-top boxes. (Eye for travel, 2010) Google is trying once again to capture some of the momentum surrounding social networking companies like Facebook and Twitter by adding new features to Gmail, its popular e-mail service, according to The New York Times. In February 2009, Google introduces add-ons to Gmail that let users post and view messages about their day- to-day activities. This simple tweak to Gmail will allow Google to mimic the status updates that have driven much of the success of Facebook and Twitter, as people return to the services again and again to check out what their friends and co-workers are doing. To date, Google has allowed users to post only a brief message about their status through its Chat system, which is linked to Gmail. The new features would allow a more vibrant back-and-forth among Gmail users. It is not clear whether Google will link the new Gmail features to rival social-networking services. (Hotelmarketing, 2010) Top Worldwide Search Properties by Searches Conducted, December 2009 vs. December 2008 Total Searches (000) December-08 December-09 Change (%) Worldwide 89708 131354 46 Google Sites 55638 87809 58 Yahoo Sites 8389 9444 13 Baidu.com 7963 8534 7 Microsoft Sites 2403 4094 70 eBay 1327 2102 58 NHN Corporation 1892 2069 9
  14. 14. 14 Google continues to dominate the worldwide search market, with its sites accounting for over 66% of searches conducted globally during December 2009, according to data from comScore. Overall, 46% more searches were conducted worldwide during December 2009, than during the same period in 2008. Searches on properties owned by Yandex, Microsoft, Google, eBay, and Facebook all outstripped that rate of growth, however, suggesting an increase in worldwide share for those companies. Russian-language search engine Yandex experienced the greatest year-over-year growth in searches, at 91%. Perhaps as a result of re- launching its Bing product this year, Microsoft also achieved significant growth of 70%. It's also worth noting that these numbers represent companies, not specific sites. For example, searches on Google sites include those conducted on its video streaming site YouTube. (ClickZ, 2010) After previewing the function back in December 2009, Google has released its new mobile search function for Android and iPhone users. Called "Near Me Now", the feature finds a user's location and then allows them to search for local business listings such as shops, restaurants or public transport stations. (ITPRO, 2010) Yandex 992 1892 91 Facebook.com 1023 1572 54 Ask Network 1053 1507 43 Alibaba.com 1118 1102 -1 Source: comScore qSearch, 2009
  15. 15. 15 E-mail Marketing Email campaigns are traditionally very promotional in nature, which lowers the average booking value. Email campaigns are also more heavily dominated by existing customers who may not be currently in the market for travel and/or are more discerning among promotional offers. IgnitionOne looked at marketing data from US and European travel firms and made an interesting discovery: outside of organic search, paid search drives the highest average order value (AOV) when it's a single-channel conversion path. But firms looking at email to do the same may be disappointed: when it's a single-channel conversion path, email delivers an AOV that's 56% lower. What's more, email-only conversions takes 250% longer to materialize. Even when it's part of a multi-channel conversion path, paid search continues to produce good results. When a converting paid search click follows an organic search click, for instance, IgnitionOne found that it still delivers an AOV that's 18% higher than normal. (Econsultancy, 2012) While a personalized subject line can bring success, a survey of US and UK Internet users by e-mail marketing services firm e-Dialog suggests marketers must get to know more about their recipients than just a first name. Respondents expressed a desire for e-mail targeted to their interests, demonstrating that marketers know what kinds of products they like, what kind of offers appeal to them and their status as a new or returning customer. A name was less critical, and demographic targeting data such as gender or age was relatively unimportant. Information US and UK internet users want marketers to demonstrate knowledge of in e-mail marketing messages, Q1 2010 (% of respondents): Response shown in chart below.
  16. 16. 16 Consumers were more likely to say they opened at least half of marketing e-mails when senders across all verticals seemed to "know me a lot." A February 2010 survey by GetResponse found that small and midsize businesses around the world were looking to respond to the need for more tailored e-mail messages, with interest-based segmentation the most common technique planned for this year, well ahead of demographics. Most consumers will open and read messages that are personalized to them based on preference data, according to Simone Barratt, managing director at e-Dialog International. But marketers need to work hard to satisfy subscribers through more robust preference capture and relevance empowering tactics, including frequency-metering, testing, and behavior analysis. Respecting consumers' biggest desires, for marketers to know what products and messages appeal to them, could do much to stop e-mail messages from languishing unopened and unread. While the top reason marketing e-mails were ignored was frequency, a simple lack of interest in the product or service being marketed was not far behind. Reasons for not regularly opening/reading e-mail marketing messages according to US and UK internet users, Q1 2010 (% of respondents): Reponses shown in chart above. Asked about what types of messages they wanted from e-mail marketers, respondents to the e-Dialog survey did put notifications of deals (68%) and sales (58%) on top. But there was also significant interest in tailored messages with personalized alerts (55%) and reminders (44%). (eMarketer, 2010) Business-to-business (B2B) and business- to-consumer (B2C) e-mail marketers have different targets, but the goals they share mean they agree on the effectiveness of several tactics. Both groups consider identifying the best time to send messages the most effective e-mail marketing tactic, according to a Silverpop poll. They also agree on the importance of including marketing promotions in transactional messages and using surveys to gather information about their recipients. Email marketing tactics that work well according to B2C and B2B marketers worldwide, March 2010 (% of respondents):  Several other tactics (including links to social networking sites, triggered offers and behavioral targeting) were less likely to be considered effective by B2B marketers despite their appeal in the B2C segment. (eMarketer, 2010)
  17. 17. 17 Digital Media Online video has taken hold in the US, with comScore reporting more than 175 million unique viewers in October 2010 watching an average of over 900 minutes of online video each that month. But research from Angus Reid Public Opinion suggests web users in Canada may be even more avid consumers of video over the web. The survey of internet users in Canada, the US and the UK found respondents in Canada were most likely to visit online video sites in general, with just 30% never visiting, compared with 35% in the US. Internet users in Canada also checked the sites most frequently, 4 percentage points more likely than US respondents and 7 percentage points more likely than UK respondents to visit daily. Online video site users in Canada were also more active in passing videos along to others, and were more likely to have received links to video content. They were significantly ahead of their counterparts in the US and UK by both of these social measures. According to an earlier survey by M Consulting and Ipsos Reid, 41% of internet users in Canada say they watch more online video now than a year ago, vs. just 7% who reported watching less. Video viewing frequency was highest among young people, nearly half of whom watch online video at least once daily. Men watched much more online video than women: 17% of males did so several times a day, compared with 3% of females. (eMarketer, 2010) YouTube, the online video platform owned by Google, celebrated its fifth birthday in May 2010 with the announcement that the site is now recording 2 billion video views per day. Google bought YouTube for $1.65billion in 2006, but like many social networks, questions have been asked about its revenue generating potential. YouTube said that the average user spends 15 minutes a day on YouTube, and the company manages to monetize over 1 billion video views per week globally. But out of a total of about 14 billion views per week, the numbers don't seem too impressive.
  18. 18. 18 Still, YouTube claims that 94 of AdAge's top 100 advertisers have run campaigns on YouTube and the Google content networks, which could mean anything, while partner ad revenues more than tripled in 2009. Google doesn't break out YouTube revenues, but its partner network revenues climbed from $1.6 billion in the first quarter of 2009 to $6.5 billion in the same quarter in 2010. It's interesting to see how, according to the YouTube timeline, when the platform went mobile in early 2007, the angle of the growth curve for video consumption suddenly sharpens, suggesting that mobile had a significant effect on viewing figures. (telecoms, 2010)
  19. 19. 19 Smart TV Smart TVs are on the verge of taking off, integrating TC, internet and social media with opportunities for travel brands, according to the WTM 2012 Global trends report produced in association with Euromonitor International, presenting an overview of the leading new trends emerging within the industry, focusing on key regions and topics. (see full report) Some travel and tourism players such as Teletext Holidays and the Serbia Tourism Board have already launched their own smart TV apps. These apps allow TV viewers to watch pictures and videos about travel destinations and services, also to find out about prices and offers via their internet-connected TVs. The report indicates that:  Penetration of internet-enabled TVs sales in the digital television market is expected to grow rapidly, from a 35% share in 2012 to 74% in 2016.  Growth will be driven by consumers' desire to access internet content via their TVs and by TV manufacturers seeking to produce value-added products and entering the apps market.  Online purchasing from smart TVs is expected to become widespread in the future, as penetration grows and travel companies appreciate the vast marketing opportunities on offer.  In the future, people watching travel programmes will be able to make immediate bookings through their smart TVs via travel apps or web links.  Travel players will build on the emotional connection provided by TV programmes, offering viewers the chance to book the destination or hotel they just saw and liked.  NTOs, travel retailers, hotels, airlines and car rental players will establish a presence on smart TVs through apps and internet TV channels, as well as sponsoring travel programmes. (Travel Industry Wire, 2012) Consumer desire for on-demand and online video content will motivate sales of internet-connectable TV devices to nearly 350 million units worldwide by 2015, setting the stage for intense competition in app development, according to Parks Associates. Parks Associates forecasts worldwide sales of internet-connectable HDTVs, Blu-ray players, game consoles, and digital video players such as Roku and Apple TV will grow approximately fourfold from 2010. Kurt Scherf, VP, principal analyst, Parks Associates says that the market has reached the fourth generation of connected TVs, and all major manufacturers are debuting new models with innovations in content aggregation, apps development, and user interfaces. Content options are finally catching up to the hardware innovations, and growing libraries of on-demand movies and TV available are starting to unlock the potential of connected TV devices as multifunction online entertainment and communications platforms. Access to premium and user-generated video is a main driver for adoption and use of internet-connectable devices. Access to streaming music, online photos, social network updates, personalized news and information, and simple games are also popular features for current users and likely buyers. (Reuters, 2011)
  20. 20. 20 E-Commerce (Electronic Commerce) B2C ecommerce sales grew 21.1% to top $1 trillion for the first time in 2012, according to eMarketer. In 2013, sales will grow 18.3% to $1.298 trillion worldwide, eMarketer estimates, as Asia-Pacific surpasses North America to become the world's No. 1 market for B2C ecommerce sales. B2C e-Commerce sales share worldwide, by region, 2013: The rapid growth in Asia-Pacific sales is a result of several factors. Three Asia-Pacific markets (China,
  21. 21. 21 India and Indonesia) will see faster B2C ecommerce sales growth than all other markets worldwide this year, while Japan will continue to take a large share of global sales. China, unsurprisingly, is the primary driver of growth in the region. The country will surpass Japan as the world's second-largest B2C ecommerce market this year, taking an estimated 14% share of global sales, as its total reaches $181.62 billion, up 65% from $110.04 billion in 2012. The US will remain the single country with the largest share of worldwide B2C ecommerce spending, at 29.6% in 2013, down from 31.5% in 2012 despite relatively strong growth. This will continue throughout the forecast period, though China is closing the gap fast. In 2016, China will have 22.6% of the worldwide market, vs. 26.5% in the US. China also boasts the highest number of people who buy goods online in the world (nearly 220 million in 2012), according to eMarketer - a result of increasing internet penetration; a burgeoning middle class with growing trust in online shopping; government-driven campaigns to promote consumerism; as well as improved infrastructure, product selection and services offered by online sellers and retailers. (eMarketer, 2013) Historically, North America has been the source of the greatest share of worldwide business-to- consumer ecommerce sales but a growing Asia- Pacific middle class and increasing web access have led to an ecommerce explosion in some countries in the region. By 2013, 34% of all ecommerce sales will come from Asia-Pacific, up 8 points over 2010 and finally surpassing North America's share, according to eMarketer. Asia-Pacific passed Western Europe's share of B2C ecommerce in 2011. Also in 2013, China will become the main source of online buying in Asia-Pacific, jumping ahead of traditional leader Japan. By 2013, China will have increased its share of the B2C ecommerce total by 10 points compared with 2010, when it made up just 3.7% of the worldwide total. Within Asia-Pacific alone, China's rise to prominence and Japan's corresponding fall is even more stark. eMarketer forms its estimates of B2C ecommerce spending around the world based on the analysis of estimates from other research firms, historical trends, consumer online buying trends and macro-level economic conditions. (eMarketer, 2012) Hunting out the best deals is truly a global activity. In April 2011, Groupon reached more than 1 million unique visitors (age 15+ home/work location) in 12 markets across the globe. The US saw the largest audience reaching 10.4 million visitors, but Japan and Taiwan made the list of the top ten largest markets for Groupon reaching nearly 1.6 and 1.2 million visitors, respectively.
  22. 22. 22 (iCharts, 2012) Coupon sites such as Groupon and LivingSocial reached 6.9% of the online population worldwide in December 2010, according to data from comScore. Penetration in Europe reached 9.6% of users, having grown by 5.7% points compared with December 2009. Much of the European growth was driven by Groupon, the data suggests, which made significant strides in Europe over the course of the year. In December 2009, coupon sites reached 13.3 million users, while in December 2010, Groupon alone reached 12.3 million. (ClickZ, 2012) Online ad spending growth is being propped up by targeted display and streaming video advertising, says a new report. According to Borrell Associates, both targeted display ad spending and streaming video ad spending will grow by around 60% in 2011. In turn, spending on less-targeted ads such as run-of-site display and national paid search is poised to fall. According to the report, targeted display advertising will hit $10.9 billion in total in 2011. Local targeted advertising will reach $2.3 billion, while national is expected to hit $8.6 billion. And, while national targeted advertising will grow almost 50%, local targeted ads will grow at an even higher rate. Streaming video advertising spending is also expected to jump by over 60% next year, to reach $5.6 billion. Although Borrell recognized that larger brand advertisers are creating some of that revenue increase, he said small and medium sized businesses using services provided by yellow pages and other local advertising companies are the true drivers. According to the report, two of every five dollars spent on streaming video ads will come from local advertisers next year. Local streaming video ads will generate $2.2 billion in 2011, the report shows. Meanwhile, ROS and national paid search advertising is on the decline. Borrell expects total ROS ad spending to fall 14% overall in 2011, though local ROS will fall around 3%. National paid search will drop around 11%. Local online ads will generate around $16 billion in 2011, growing nearly 18%. In all, the report shows online ad spending will increase 14%, reaching almost $52 billion. (ClickZ, 2010) A June 2010 survey conducted by Harris Interactive for social marketing platform Buddy Media found that more than 90% considered it at least somewhat challenging to reach audiences in local markets with a unified brand message.
  23. 23. 23 The most popular tactics used to market to local audiences were websites with local content (69%), print ads (62%) and event promotion (59%). Less than half of respondents used social media fan pages for this purpose, and less than one in three used paid social media advertising. Websites with local content were considered the most effective tactic, named by 30% of brand marketers, compared with just 10% who thought fan pages were best. The top obstacle to using social media to reach local markets was a familiar one: measuring success. But other, more mundane concerns also caused trouble. Brand marketers said it was difficult to manage information, engage users, identify influencers and keep fresh local and regional content available. Marketers do believe the global potential is there for social media, with nearly three-quarters saying the channel would be a good way to reach existing and potential customers in local marketers-but they must learn to leverage it first. (eMarketer, 2010) The operator of the dot-travel internet domain plans to drop the existing requirement that owners of dot-travel internet addresses have a functioning website relating to travel. The move is effective September 20th, 2010 and is one is one of several changes for the internet domain recently adopted by registry operator Tralliance. The existing policy requires companies that register a dot-travel address to use the domain name "for a website displaying travel content relevant to the domain name, or in such other manner (such as email) that the Registry may approve after review." That language will be stricken and replaced with a new policy, yet to be disclosed, that will offer "incentives" for the use of dot-travel names. On the same date, the company will add a 22nd category of Travel Company to the list of those eligible for dot- travel addresses. The new category is "creators and providers of travel and tourism products, services and content." Existing categories include airlines, cruise lines, hotels, restaurants, government tourist offices, travel agents, tour operators, research organizations and "suppliers of goods or services" to eligible industry participants. (Travel Weekly, 2010) Two-thirds of female mobile internet users surveyed said they would be interested in getting coupons on their mobile device, according to a study from mobile campaign services provider miBuys. Female mobile internet users worldwide who would be interested in receiving coupons via their mobile phone, 2010 (% of respondents): When Honeywell surveyed US internet users in December 2009, 71% said they would not participate in any mobile couponing activities, including receiving, storing or sharing coupons in the mobile channel.
  24. 24. 24 By contrast, respondents to the miBuys survey, who were already visitors to mobile shopping and promotions channels, seemed eager for the convenience of mobile. Only one-third said they were already regular coupon users, though 46% more did use coupons sometimes. Mobile coupons that are most interesting to female mobile internet users worldwide, 2010 (% of respondents): (eMarketer, 2010)
  25. 25. 25 M-Commerce (Mobile Commerce) Almost half of all companies expect mobile payment to make travel easier, yet presently, only 5% of them actually make use of this option for business travel, according to the conclusion drawn from exclusive expert interviews and a survey for the new white paper "Mobile Payment - How It Will Transform Corporate Travel and Expense Management" published by AirPlus International. Currently, only 18% of respondents expect mobile payment to make work easier for travel managers. (AirPlus International, 2012) 44% of American and Canadian consumers aged 25-34 that have a smartphone, and 30% of those aged 18-24 said they are using or soon will use their mobile phone as a payment device, though the proportion dropped to 22% of consumers aged 35-44. For adopters, 52% said they would use a smartphone to pay in stores because it is faster and more convenient than getting out a wallet or using a credit card. Security concerns appear to be a barrier, as one-quarter of respondents worry that someone will steal payment information if they use their mobile phone to pay in stores. When it comes to making purchases online, 45% of consumers aged 18-34 who own a smartphone use it to purchase products online as often as a few times each week, a proportion that drops to less than 6% among older consumers. Overall, 11% of US consumers use their smartphone to make an online purchase at least once a month, compared to just 5% of Canadian respondents. According to a survey released in November by Limelight Networks, one-third of consumers who use internet-connected mobile devices to research and purchase products on shopping sites do so frequently (weekly or monthly). (Marketing Charts, 2011) The 2011 World Travel Market Global Trends Report by Euromonitor International highlights the eight key emerging travel and tourism trends worldwide, providing insight on how the tourism industry can entice the next generation of travellers despite looming economic uncertainty. The global economy is on the brink of a double-dip recession, as the sovereign debt crisis engulfs Europe and other markets struggle to manage their own debt and economic deceleration. This leads to a greater need for new ideas from travel and tourism companies to capture consumers' imaginations.
  26. 26. 26 The report focuses on six regions and two core strategies, highlighting the key tourism trends in each:  Africa - M-commerce: a region with 489 million mobile phone users, Africa is leading the world in m- commerce, which in turn is boosting demand for travel services. There are 7 million smartphone owners in Africa and 60% of mobile web users use phones to purchase goods. This mobile boom creates a demand for travel operators to develop mobile websites and applications to increase online reservations, raise brand awareness and promote destinations. Airlines will profit from implementing mobile capabilities, allowing passengers to customize their airport and in-flight experience.  Americas - Mystery Trips: the desire to take the excitement of travel to the next level is fuelling a rise in mystery trips that are premium in price and tend to be for special occasions. The mystery trips range from customers bidding on packages with an unknown destination and hotel name, to being handed a smartphone unveiling the itinerary day by day, according to their preferences and budget as discussed prior to the trip with specialists. Travellers pay only 50 percent of the sales price and suppliers benefit from selling excess capacity without undermining their brand.  UK - Rent-a-garden: with high household debt of five percent in 2011, the rent-a-garden concept provides extra financial support to cash-strapped homeowners. campinmygarden.com provides the opportunity for homeowners to rent their gardens, which can be used as campsites by travellers seeking to save money. The idea appeals to travellers wishing to experience the local community and go back to traditional and modest forms of accommodation. Rental demand is expected to increase during the London 2012 Olympic Games.  Europe - Luxury without Guilt: after the global economic crisis, a new kind of luxury tourism is emerging in Europe - more authentic and ethical. Luxury customers now choose providers offering responsible holidays and trips respectful of the environment. Having given something back, consumers can happily enjoy a luxury break guilt-free. European travel retailers are expected to place greater emphasis on helping local areas, offering, encounters with local craftsmen, musicians and communities.  Middle East - Rebranding of Arab Spring Countries: in 2011, political protests erupted across the Middle East amid calls for reforms and regime change, with clashes turning violent in some countries. Tunisia and Egypt have started to reinvent themselves in a new democratic era with a successful transition in place. However, Libya and Syria are far from recovery. The tourism rebranding process is complex due to each country's unique political, economic and social conditions, with the major challenge being how to send a positive message.  Asia - China's Growing Influence: spending by Chinese travellers on travel accommodation domestically and abroad is expected to increase by 20% over 2010/2015 to reach US$67 billion, second to the US. Hotel companies are customizing their brands in China, partnering with Chinese companies, and creating programmes to cater to the Chinese abroad. They plan to continue to expand in China and use their experience in the Chinese domestic market to feed best practices to properties abroad in key destinations for Chinese travellers.  Global Village - Social Media: in 2011, social media was at the frontline of tourism marketing activity, leveraging offline events to engage online audiences. Social media encompasses loyalty programmes, bookings, concierge and customer service and the aim is to capitalize on its power and friends/followers' influence to drive bookings and build loyalty. Hotels are rethinking their marketing strategies to reach online audiences in a more personalized and intimate way. Uncertainty, however, remains about how to determine return on investment.  Technology and Online Travel - Gamification: Gamification, or the integration of gaming dynamics in non- gaming environments, started in the US entertainment industry and is now spreading to the travel and tourism industry. By encouraging consumers to join competitions and share their experiences, photos
  27. 27. 27 and videos, the trend generate brand awareness and loyalty for travel companies. It works through the offering of points, badges and real-life gifts, with some websites allowing web users to explore the country's attractions, complete challenges and win trips to the desired country. (Euromonitor, 2011) Google has released the first version of its Google Wallet app to US telecom carrier Sprint. The company is beginning to roll out Google Wallet to all Sprint Nexus S 4G phones. Wallet initially works with the Nexus S 4G smartphone from Sprint and will eventually be expanded to more Android phones. With Google Wallet, one can tap, pay and save using phone and near field communication (NFC). In May 2001, Google announced Google Wallet (an app that makes your phone your wallet) with Citi, MasterCard, Sprint and First Data. Google Wallet is a mobile payment system that will store credit cards, loyalty cards, and gift cards using an Android app on your smartphone. Once it's installed, users will tap their phones on a PayPass reader when they check out at participating merchants. Payment and loyalty programme information are instantly transmitted through the phone's NFC chip. Google Wallet enables one to pay with Citi MasterCard credit card and the Google Prepaid Card, which can be funded with any of existing plastic credit cards. The company has been testing its Wallet at select retailers over the past few months. Google Wallet will be marketed in the US only, although the pre-paid card will work internationally at launch. It can be used at any of the 300,000 shops and other outlets in the US and internationally that accept MasterCard PayPass. (Eye for travel, 2011) Mobile payments, though they have yet to take off substantially in North America, are a hot topic, with major companies like Google joining startups in the space and hoping to grab a slice of billions of dollars in potential transactions. Research firms disagree on the current size of the nascent market, but project strong growth in mobile payments and their users. Juniper Research estimated in July 2011 that worldwide mobile payment volume would reach $240 billion in 2011. This forecast included both remote mobile payments (payments for both digital and physical goods to a remote merchant via an e-commerce system) as well as payments made with a mobile phone at the point of sale, such as with a near-field communications device. By 2015, Juniper predicted, worldwide mobile spending on remote and POS payments would rise to $670 billion, nearly triple this year's figure. Gartner had a more conservative estimate for 2011 spending: $86.1 billion worldwide, a 76% increase over 2010 payment volume. The figure includes POS transactions made through various technologies as well as purchases made over the mobile internet. Gartner noted that in developed markets, the success of app stores and major retailers driving mobile sales means that most transactions in those locations are online purchases of physical goods. Mobile payment users and volume worldwide: Exhibit show on last page. Yankee Group also released an estimate of mobile payment transaction value in July, putting the total for 2011 at $246 billion, close to Juniper's figure. Yankee Group estimated that two-fifths of mobile payment volume would come from Europe, the Middle East and Africa, while a third would come from Asia-Pacific. Mobile payment transaction value worldwide, by region in 2011 (billions and % of total):
  28. 28. 28 Juniper Research also agreed on the top regions for mobile payments: North America, the Far East and China, and Western Europe. Juniper did not report a specific market breakdown based on region, however. (eMarketer, 2011) A Financial Times report says that Google executive chairman Eric Schmidt believe that mobile wallet will go mainstream within twelve months. The technological advancements required to make mobile wallet systems a reality are almost in place, according to Schmidt. Mobile phone vendors are adding Near Field Communication (NFC) chips to their handsets. NFC technology enables two-way interactions between a mobile device and a bank, retailer, government agency or some other institution. NFC-ready smartphones can exchange information with other NFC devices, as well as read data from smart tags in posters, stickers, and other items. In May 2011, Google launched Google Wallet, an NFC-based mobile payment system built into the Android 2.3 operating system. The service is limited currently to Google's Nexus S 4G phone on Sprint, but that will change soon. Google is urging payment processors to upgrade a third of their terminals to accept NFC transactions, a move that would spur widespread adoption of the technology. Another question is whether consumers are ready for NFC, at least in the US. A recent study by Retrevo, a consumer electronics shopping site, found that nearly 80% of US consumers either aren't interested in mobile wallet features, or aren't familiar with the technology. (TechHive, 2011) What consumers are looking for, before they feel comfortable adopting a mobile payment service supplier, is the trust of a financial brand and familiarity of a mobile brand, according to a study by GfK NOP, covering nine countries (US, UK, France, Italy, Germany, Spain, South Korea, Brazil and China). Consumer appeal for mobile payment services varies across all countries, which, broadly speaking, fall into two categories: countries with established financial payment infrastructures, and countries whose financial infrastructure is young and still developing. Of the nine markets where research was conducted, South Korea was the only nation that offered established mobile payment services to the consumer market. Globally, 62% of consumers find mobile payments appealing. This is higher among certain key groups, including: younger consumers aged 16-24 (75%); innovators / early adopters (74%); and current smartphone owners (72%).
  29. 29. 29 There is, however, considerable variation between nations. Developing markets in China (82%) and Brazil (73%) find mobile payment services the most appealing, whereas the more established payment systems in developed markets, like the US and Europe, mean appeal in these nations is more limited (around 50%), since the existing chip-and-PIN systems offer a convenient and already trusted route. GfK's study shows that the financial brand category has the highest levels of trust, consideration and - importantly - preference among consumers (48%). Mobile and telecommunication brands receive significantly lower levels trust, when it comes to controlling financial transactions (10%). (gfk, 2011) Nearly half (45%) of the most active mobile device users worldwide would welcome the opportunity to pay for goods and services using their mobile phone, despite the fact that 73% expressed significant privacy and identity theft concerns, according to a research by Accenture. To gain insight into consumers' practices and attitudes regarding mobile commerce, Accenture surveyed so- called "tech forward" consumers from 11 countries (early adopters of digital devices that connect to the internet) who use at least four internet-connected devices and at least four internet services. Consumers in Asia were the most enthusiastic about mobile commerce. Overall, 69% of survey respondents in Asia indicated they favored using mobile phones for most payments, led by Chinese consumers (76%) and Indian (75%), and followed by Korean (56%) and Japanese (47%). Outside of Asia, the next highest positive response was in Brazil, where 70% of consumers favored using mobile phones for most payments. In the US and Europe, combined, however, only 26% of respondents favored using mobile phones for most payments.
  30. 30. 30 When survey participants were asked if they had used a mobile phone to make purchases in the past six months, nearly half (47%) of tech forward consumers in China indicated they had, followed by Korea (42%) and Japan (33%). Depending on the geographic region, tech forwards are also in the early stages of using barcode or near field communications (NFC) technology to interact with their shopping environment. In Asia, 38% of consumers surveyed had scanned a product's barcode while shopping to get additional information; 36% had displayed a "digital ticket" for admission to an event or to board a flight; and, 31% had purchased an item or received a coupon from a "smart poster" containing an electronic tag or barcode. A majority (64%) of consumers surveyed indicated they would use gift cards and coupons delivered directly to their mobile phones, led by Chinese respondents (94%) Korean respondents (91%) and Indian respondents (76%). Globally, 79% of the consumers surveyed indicated they would redeem those coupons when checking out of a store, compared with 77% who said they would use coupons that had to be clipped from magazines. Asked what they would do if they received a coupon on their mobile phone for the equivalent of a US$10 gift card (expressed in the local currency) for a store where they do not usually shop:  77% of all respondents indicated they would redeem the coupon at the store that issued the card for the full amount;  69% indicated they would exchange the gift card for $7 cash added to their digital wallet or bank account;  68% would exchange the card for $7 in mobile voice minutes or reduced phone charges; and,  67% would exchange it for a $7 gift card for use in a store where they usually shop. Nearly three-quarters (73%) of the global respondents indicated that using a mobile phone for payments makes them worry about their privacy. 70% said that mobile phone payments increase the risk of identity theft and fraud. Regardless of these concerns, 62% of consumers surveyed who typically use a credit card for non-telco-related monthly payments said they would use their mobile phone to pay their bill, if they were to receive a 20% discount. More than half (59%) said they would welcome receiving money-off promotions based on their past purchases. 47% said they would welcome receiving personalized mobile phone ads when they are within a few steps of the promoted product or service. And, 69% indicated they would gladly accept mobile phone ads sent to their phones as part of their service contract in exchange for lower mobile phone usage fees. (Accenture, 2011) A six fold increase in the volume of mobile payment transactions is on the way in the next four years, according to Yankee Group. The research company predicts the worldwide transaction value of mobile payments will total $984 billion by 2014, up from $162 billion last year. That includes transactions from mobile banking, international and domestic remittances, contactless cards, mobile coupons and near-field communications. Mobile payment transaction value worldwide, 2010 & 2014: According to an Accenture survey of "tech forwards"- web users who use several networked devices and internet services-there is widespread concern around the world with the safety of mobile payments. Even among this internet-savvy group, privacy and identity theft were serious worries. But while more respondents were concerned in Asia than in the US and Europe, tech forwards in Asia were also more likely to say the mobile phone was more convenient than other ways of paying. Just 29% of US and European
  31. 31. 31 respondents said they looked forward to using their phone to make all their payments, vs. 64% of Asian respondents who agreed. Tech forwards in Asia were already conducting a wide variety of mobile transactions at significantly higher rates than their counterparts in the US and Europe, including checking bank account balances, making purchases, scanning barcodes and transferring money to or from another person. Financial and shopping activities conducted via mobile phone according to internet users in Asia, Europe and the US, January 2011 (% of respondents): Respondents to the Accenture survey expected credit card companies to play a big role in facilitating mobile payments, at 59%. Nearly as many, 54%, thought mobile network operators would help enable mobile payments, and 52% thought software companies like Apple and Google would play a role. (eMarketer, 2011) With a few exceptions, purchasing retail goods and services with a mobile phone can be a challenging user experience putting off all but the most technically persistent. However there are eight very good reasons to expect significant changes in 2011 will take us much closer to a broader mainstream adoption by users and retailers. 1. Near Field Communication (NFC): NFC technology when included in your mobile phone enables a secure connection between the phone and another NFC enabled device. As a consumer you might use this to get more information about an offer on a product by tapping an NFC enabled shelf price tag and you may be able to make your purchases at the check- out. Mobile phone manufactures will begin shipping phones with NFC capabilities early in 2011 with announcements from Google, RIM Nokia and others. At some point in 2011, these new NFC phones and the NFC payment pads will begin to talk to each other. And when they do, your wallet will be taking a significant step to obsolescence. 2. Apple's iPhone 5: there is every reason to believe that Apple's new iPhone 5 will ‘change everything again' especially with regards to use of your iPhone as a wallet for more than App Store and iTunes purchases. A simple tick of the upgrade box and your iTunes account is now an iWallet. This device is also expected to support NFC. Given Apple's proven ability to build compelling new user journeys and then market them to an enthusiastic user base, iPhone 5 may be the device that takes mobile payments mainstream. 3. Mobile Wallets: True wallet functionality that enables small purchases is being rolled out in 2011 by a variety of operators, manufactures and others. You will be able to not only make purchases but also
  32. 32. 32 split a restaurant bill and transfer money to a friend in a way that is easy and fun. In the US, Sprint has already released its wallet, which has been a great success since its launch in November 2010. AT&T, T-Mobile and Verizon are working on their own wallets for launch later in 2011 on a platform called Isis. 4. Mobile Vouchering: Already there are a number of excellent mobile vouchering apps. Watch for solutions where the vouchers are contextually delivered into the mobile wallet enabling ‘one click' impulse purchases by targeted consumers. 5. Affordable mobile solutions for retailers: Tesco, eBay and Amazon have made significant investments and acquisitions over the past few years to remain competitive with each other in the mobile retail space. Most retailers cannot contemplate these levels or types of investments. In addition, the overhead of implementing mobile payments solutions has been substantial. The transaction costs to retailers to process a mobile order have sometimes been prohibitive. The good news for retailers is that platforms are now available that enable a technical integration with existing online solutions that are affordable, easy to implement yet secure. The transaction costs are also coming down to a level in line with other existing payment solutions. Leading players in this space to watch include PayPal, Cardinal Commerce, PayThru and Monetise. 6. Niche vertical solutions: There are some products and services where a mobile enabled solution makes for savings, increased revenue and happier customers. Expect to see a number of vertical solutions such as travel and entertainment to be going live this year. 7. Venture Capital (VC) Investment: There are truly colossal sums of investment being made by VCs large and small on the mobile space. Mobile VC investment made up 34% of ALL tech venture investment in 2010, totalling $6.1bn. Like the dot com bubble of 2000, not all of these investments are going to succeed. However, some will and when added to the shear volume of marketing hype and noise from of established businesses investing in mobile commerce there will be an increasing crescendo driving greater consumer awareness and adoption. 8. Fear & greed: In 2010, eBay's global mobile revenues grew by more than 300% to nearly $2billion, approximately a third of this alone from the UK and Germany. Amazon's mobile revenues probably grew even more. Not wishing a repeat of the online shopping revolution where many retailers lost customers and revenue to a new mode of retailing, retailers are now investing in mobile shopping plays. For mobile operators too, there is the fear that after spending many years nurturing, growing and expanding their relationship with subscribers, that the mobile shopping revolution will relegate them to low margin data pipe utilities and losing the primary financial relationship. Consequently the large investments are being made by operators to stay in the game. Ultimately, good mobile payment technology will become mainstream technology if it can make the purchase process easier, more emotionally engaging and financially rewarding to consumers. It's going to be a long time yet before wallets become as redundant and unnecessary as wrist watches for we are still at the beginning of this change. (Hotelmarketing, 2011)
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