The Power of Mobile Web for Tourism

the power of
mobile web for tourism
presented at Technology Solutions for Tourism, Edinburgh

http://www.ﬂickr.com/photos/karen_roe

Part 1: The mobile landscape

http://www.ﬂickr.com/photos/egfocus/6310425940

77%
of the planet
owns a mobile devices

or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int

85% of new handsets now include
a web browser ...and (most of) the rest
can easily install one

Source: Tomi Ahonen Consulting http://www.ﬂickr.com/photos/bitchbuzz/3839355559

1.3 billion
already use the ‘mobile internet’

...includes WAP and ‘real web’ via Tomi Ahonen Consulting

...and for some of us, a mobile device
is the only access point

Russia 19%
UK 22%
China 22%
USA 25%
India 59%
25% of Egypt 70%
American’s
don’t use the 2-3GB home ADSL
Internet at all data ~$100/mth,
~$2/mth PAYG unlimited
mobile data
~$17/mth
Indonesia 44%
S. Africa 57%

Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010
Related: Opera mobile-only study speciﬁc to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)

“
One of the interesting estimates is that there are
about 35 billion devices connected to the Internet.
Soon, there will be so many that we’ll stop
counting.
- Eric Schmidt, Google

http://www.ﬂickr.com/photos/chelsea_nj/4223680604

but mobile devices
aren’t just small

http://www.ﬂickr.com/photos/scobleizer/5263223798

they’re whatever shape...

http://www.ﬂickr.com/photos/mackarus/4289960218

we can dream up...

http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/

“ With current growth rates, Web access by people
on the move—via laptops and smart mobile devices—
is likely to exceed web access from desktop
computers within the next ﬁve years.

...or by 2015 - Source: ITU vis mobiThinking http://www.ﬂickr.com/photos/whiteafrican/2938685296

using the internet
is no longer “an activity”...

http://www.ﬂickr.com/photos/whatcouldgowrong/5320553588

envir
onme
n t focused user

privacy

reliable
network

unlimited
data
comfy chair

with a speciﬁc context
full-sized keyboard
work surface

reliable power source
http://www.ﬂickr.com/photos/fuzzcat/22019163

...and therefore web
browser

the best computer is now
the one you have with you

http://www.ﬂickr.com/photos/ghewgill/5046616680

“
...the mobile internet is more convenient
than my home connection...
say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF

http://www.ﬂickr.com/photos/earlysound/4490601295

this is having a dramatic impact on

our behaviour and our expectations...

http://www.ﬂickr.com/photos/misbehave/2352753067

public space

distractions

this is (still) ‘mobile’...

limited aention

glanceable?
one hand simple?

tedious input

personal

http://www.ﬂickr.com/photos/oimax/3800475934

environment reliable
network
focused user

unlimited data

full-sized
but it’s now also this...
keyboard
privacy

comfy work surface
chair

reliable power source

http://www.ﬂickr.com/photos/othree/5224045406

focused
user
1hr train ride
privacy

reliable
network? comfy
unlimited wi ? chair

two
hands

reliable power source?

and this...

typing with prone to
one hand interruptions

and this...
gravity

http://www.ﬂickr.com/photos/jakecaptive/156377806

...and soon this

“Sir, we’ll be landing soon. Could you please shut oﬀ your book?”
- Flight attendant, April 2011

mobile stereotypes
are still correct

http://www.ﬂickr.com/photos/perspective/551635568/

mobile is incredibly useful
“on the go”

http://www.ﬂickr.com/photos/unlistedsightings

80% use mobile during
miscellaneous downtime...

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/akashkurdekar/2959140399

80% use mobile while waiting
in line or for an appointment...

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/bensutherland/5279672723

is she a “typical
mobile user”?

what is a “typical
mobile user”?

but the device and context
no longer go hand-in-hand

http://www.ﬂickr.com/photos/7802947@N02/5547816310

mobile is increasingly being combined with longer
or completely ‘non-mobile’ contexts or activities...

62% use mobile
while watching TV

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/bcmom/375125992

64% use mobile
at work

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/cogdog/4031808064

69% use mobile for
point of sale research
while shopping

Source: Compete quarterly smartphone report, Jan 2010 http://www.ﬂickr.com/photos/lollaping/3327541574

mobile is also used
to time-shift

59% ...and follow up
sometimes on the PC
visit a site
on mobile

Source: Yahoo mobile shopping framework study http://www.ﬂickr.com/photos/chelsea_nj/4223680604

34%
visit a site on
and follow-up
on mobile
the PC


Research on smartphone,
and so on...
67% then buy in store.

23% then visit store to check
product out, then buy on PC.

16% then visit store to check product
out, then buy on smartphone.

Visit store, then buy
9% on smartphone.


...facilitating completion
of larger tasks

“The most expensive item sold via eBay’s
mobile app was a 1985 Piper PA-46-310P
Malibu airplane for $265,000.“ src: Mashable
http://en.wikipedia.org/wiki/Piper_PA-46

“The largest purchase on the M&S mobile
web site last Christmas was two sofas
costing over £3000 ($5000)“ src: Marketing Week

and important life decisions...

http://www.ﬂickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513

herein lies the true power of mobile

the power of mobile
is that it acts as a bridge
between physical and
digital experiences

http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609

mobile use is growing
rapidly amongst travellers

http://www.ﬂickr.com/photos/spree2010/4930763550

over the past 6
months mobile web
traﬃc to travel sites
has increased by

72%

Source: Mobile browsing on travel sites up 72% http://www.ﬂickr.com/photos/msciba/519772500

mobile now
accounts for 17.4% of access to all
travel sites

Source: Mobile browsing on travel sites up 72% http://www.ﬂickr.com/photos/paleontour/124416789

Source: Mobile browsing on travel sites up 72%

47% expect to use their mobile device for
their travel needs at their destination

37%
will use a mobile
device for restaurants
research

Source: Mobile browsing on travel sites up 72% http://www.ﬂickr.com/photos/edans/4006273845

26%
will use a mobile
device for attraction
and accommodations
research

Source: Mobile browsing on travel sites up 72% http://www.ﬂickr.com/photos/anniemole/5354206703

the average length of mobile research
sessions is surprisingly long...

31 min
travel

19 min
17 min food &
dining beverage

dining food & travel
beverage

Source: Mobile shopping framework study, Yahoo a
http://www.ﬂickr.com/photos/johanl/5619897608

context and level of urgency often
reﬂect the devices used....

before the journey....

“I’m planning 14%
of laptop users book a hotel
my holidays”
for the same day

Source: Orbitz travel web site http://www.ﬂickr.com/photos/chelsea_nj/4223680604

during the journey....

“...where shall
we go next...?”
30%
of tablet phone
users book a hotel
for the same day


just in time....

“@!&*...we
missed our 65%
of mobile phone
ﬂight...!” users book a hotel
for the same day


so how does this all add up?
(a few examples....)

scenario #1
planning a trip is a journey unto itself...

at home
watching TV...

http://www.ﬂickr.com/photos/kaichanvong/5542546563

...sees a
tourism advert...

http://www.ﬂickr.com/photos/brunoleveque/5675275834

while still on
...visits the site the sofa...

then saves the URL for later

http://www.ﬂickr.com/photos/marcoarment/1956292424

...visits the site again
(while on lunch break...)
then calls to make a booking...

http://www.ﬂickr.com/photos/faceme/2882556082

scenario #2
travel and serendipity go hand in hand

you’re on a city
bus tour...

http://www.ﬂickr.com/photos/karenandkerry/2137457989

...and spot
a lovely pub...

http://www.ﬂickr.com/photos/shadowgate/1232353962

...you look it up
on Facebook

while still on
the bus..

http://www.ﬂickr.com/photos/preetamrai/4620829766

...and return later
that day for a pint

http://www.ﬂickr.com/photos/karenandkerry/6147417120

scenario #3
travel is about making (and sharing) memories

...you discover something
wonderful at the museum...

http://www.ﬂickr.com/photos/shadowgate/1231450023

while still at
the museum...

...look it up
on Wikipedia...

http://www.ﬂickr.com/photos/bryanalexander/2995152153

...share photos
of it while having tea
at the museum coﬀee shop

free wi- !!

http://www.ﬂickr.com/photos/globalx/4777255389

and re-live the memories
whenever it strikes your fancy

http://www.ﬂickr.com/photos/krossbow/4509414056

...a trip isn’t a single event...it’s a journey

...your digital experiences should
embrace all stages of that journey :-)

Part 4: Tips and ideas

http://www.ﬂickr.com/photos/chrisbrenschmidt/1832787028

TIPS

For those who don’t yet oﬀer a mobile
optimised experience....

developing a mobile strategy takes time,
but there are things you can do today...

Step #1

Check your analytics
determine which devices access your site most often
and what pages or sections are most popular

• this valuable information can inform testing, design
and your overall mobile strategy

Reminder: traﬃc to from mobile to desktop sites is
approaching 10% globally (and over 17% for travel sites!)

Step #2

Test the most critical and commonly
accessed content from your desktop site
using the devices discovered in step 1
• ensure mobile users can accomplish key tasks such as
logging-in, reviewing a menu or events calendar, or
completing a purchase or booking (even if the overall
usability is sometimes poor)
• ﬁx as many problems as you can and/or add them to
your mobile strategy roadmap

BONUS

Test all your partner services!
• third party services such as advertising, font hosting,
social media widgets, and even analytics may not work on
all mobile devices
• some may fail while others may slow page load
• be sure to test any service that delivers key functionality
(e.g. commenting plugins, analytics and even social
widgets if you rely on these to track engagement)

BONUS

Be pragmatic
• take advantage of services that are already well optimised
• Facebook • TripAdvisor
• Twitter • Google Maps
• YouTube • SlideShare
Note: ‘well optimised’ means lightweight, with mobile
friendly layout, good level of site-to-site URL integrity and
support for most modern smartphones.

Step #3

Lighten up!
• look for opportunities to reduce page weight
• this will also assist laptop users who may access your
site using unpredictable coﬀee shop and airport wi-ﬁ

(besides...no one likes to surf a slow web site)

Step #4

Enhance where you can
• look for opportunities to enhance content using new
technologies (which are often supported on mobile and
desktop browsers)
• you don’t have to be on a mobile to appreciate the
value of location technologies when using a store
locator feature
• mobile users will always appreciate being able to click
a phone number to automatically trigger a call

origin of visitors to Scotland
many visitors pay
Scotland
for data while travelling 39%

Overseas
17% England
40%
Rest of UK
4%

Overseas visits comprised of:
• 51% Europe
• 15% US
• 4% Canada
• 4% Australia
• 26% Rest of world

Source: Tourism Scotland 2007 http://www.ﬂickr.com/photos/brunoleveque/5675275834

BONUS

Provide free wi-fi
• offering free wi-fi can drive traffic
• free wi-fi will encourages visitors to post photos,
share comments, or even consult your web site while
they are on-site
• if your attraction is outdoors, or extensive in size,
consider providing free wi-fi at common rest points
such as toilets or the coffee shop

wi-fi hotspot traffic is now
primarily coming from mobile

changing patterns in mobile usage at wi-fi hotspots
2008 99.9%

2008 88.5% 11.5%

2009 73.9%

2010 65.9% 34.1%

2011 41.1% 58.9%

laptop mobile device

Source: Boingo wi-fi hotspot trends http://www.flickr.com/photos/chelsea_nj/4223680604

TIPS

For those who already oﬀer a mobile
optimised experience (could be a native
app or a mobile web site)...

Check your URLs
ensure users who email, Tweet or link to content can
access that URL from any device

• if equivalent content doesn’t exist on one of your sites,
implement a friendly error page oﬀering the most likely
alternatives
(...if that content is ‘trapped’ within a native app, you may
still have a problem...)

Think of the user journey
explore other ways to tie the experiences together

• can a user begin a transaction on one site,
and complete it on another?
• can mobile phone users bail out of a transaction and
easily trigger a call (...reference number in hand so an
agent can complete that transaction)?
• could you better align language and task ﬂow,
to improve usability for users who drift from one site
to another?

...should I even
bother opening this
email marketing oﬀer
on my phone?

40%
use mobile email
“almost every day”
(in 2010!)

Source: Comscore http://www.ﬂickr.com/photos/zenilorac/698514624

BONUS

Start simple and experiment
• experiment with simple solutions that you can
launch quickly and cheaply

• think of ways to use tools that are already on the
device your audience is carrying

• use these trials to inform your long-term mobile
strategy

...what is a cheap,
and quick alternative
to a paper map?
...or an expensive,
bespoke interactive one?
http://www.ﬂickr.com/photos/janekm/217195273

downloadable PDF maps sized to ﬁt the most common devices
accessing your web site (based on the data in your analytics)

most devices now have
very nice, zoomable,
searchable PDF readers

http://www.ﬂickr.com/photos/webtreatsetc/4860505549/

remember, this is
your journey as well..

http://www.ﬂickr.com/photos/puptoes74/4805467277

have fun...
take your time, and
listen to your visitors :-)

http://www.ﬂickr.com/photos/lyng883/298967414/

s
contact u
at
hello@yiibu.com
find this presentation and many others at...
slideshare.net/yiibu

many thanks to the amazing photographers on

http://www.flickr.com/creativecommons/by-2.0

thank you
http://creativecommons.org/licenses/by/2.0

@yiibu

http://www.flickr.com/photos/tinou/453593446

The Power of Mobile Web for Tourism

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