appetite for apps · 2017-05-11 · appetite for apps jeena james global head, travel & local...
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APPETITE FOR APPS
JEENA JAMES
Global Head, Travel & LocalGoogle Play
April 24, 2017
SUCCESS ON GOOGLE PLAY
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The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
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We’ve come a long way
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Android empowers people around the world
Source: Google
500+
operator partnerships
1.4B+30-day active users
400+
OEMs developing for Android
1.5MAndroid devicesactivated daily
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Mobile plays a significant part throughout the traveler’s journey
Dreaming
Planning
BookingExperiencing
Sharing Stages of Travel
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60% of destinations searches are on Mobile
64% of users watch travel videos when thinking of a trip
Data: ThinkWithGoogle
I want to get away moments
DREAMING PLANNING BOOKING EXPERIENCING SHARING
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Data: ThinkWithGoogle, Criteo
leisure travelers who switch between devices as they plan or book a trip
TRAVEL APP CONVERSIONApps converts 2x of mWeb
1.7x
1.2x
APPDESKTOPMOBILE WEB
Planning & Booking involve multiple devices; app converts highest
DREAMING PLANNING BOOKING EXPERIENCING SHARING
a94%
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Data: ThinkWithGoogle
% of leisure travelers who decide on activities after arriving at the destination
a85%
How to rock5 DaysIn Sydney
I can’t wait to explore!
Need for travel related information at one’s fingertips during the trip
DREAMING PLANNING BOOKING EXPERIENCING SHARING
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Data: AdWeek, MissTravel, Twitter
52% friends’ photos inspired travel plans
DREAMING PLANNING BOOKING EXPERIENCING SHARING
Sharing fuels Dreaming and it’s a mobile affair
48% choose travel destinations in-app
39% share experiences mid-journey
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Data: Eventbrite, MMGY Global, ThinkWithGoogle
# of international trips Gen Zs in the US are estimated to take by 2020
~300M
Traveler profile: Gen Z or Millennials
● Millennials = Mobile Pioneers, Gen Zs = Mobile Native
● Value experiences over places
● Top platforms: Facebook, YouTube, Instagram, Snapchat, WeChat
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The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
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Useful featuresthat users love
Beautiful design and ease of use
Reliability and performance
Latest Android features
How we think of app quality
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Optimize experiences across the user journey
Short & compelling onboarding
Personalized, curated content
Minimize steps reduce form filling friction
Smart, personalized notifications
Location-based triggers
Onboarding Search & Discovery
Re-EngagementCheckout
Great use of Material Design, top app health throughout the app, and test everything!
Seamless sign-in App indexingAssistive search Android Pay
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Awareness API Nearby Notifications
Optimize based on user context
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The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
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Going beyond the install with Android Instant Apps - a faster, more seamless experience
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The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
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Connected devices of all shapes & sizes
Android Wear
Phones VR Android TV AutoTablets
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PLAYTIME
Extending to wearables and the living room
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Transporting users with VR experiences today
Google Expeditions
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Conversational interaction
212121
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Assistive across platforms
Across Google
Across 3rd Parties
Across Surfaces
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