the power of
presented at Technology Solutions for Tourism, Edinburgh
http://www.flickr.com/photos/karen_roe
mobile web for tourism
Part 1: The mobile landscape
http://www.flickr.com/photos/egfocus/6310425940
77%
or 5.3 billion at the end of 2010 – U.N. Telecommunications Agency, http://www.itu.int
of the planetowns a mobile devices
http://www.flickr.com/photos/bitchbuzz/3839355559Source: Tomi Ahonen Consulting
of new handsets now includea web browser85% ...and (most of) the rest
can easily install one
1.3 billionalready use the ‘mobile internet’
...includes WAP and ‘real web’ via Tomi Ahonen Consulting
USA 25%
Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
UK 22%
India 59%
S. Africa 57%Indonesia 44%
China 22%
Egypt 70%
Russia 19%
home ADSL~$100/mth,PAYG unlimited mobile data~$17/mth
Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010
2-3GB data~$2/mth
25% of American’s don’t use the Internet at all
...and for some of us, a mobile device
is the only access point
http://www.flickr.com/photos/chelsea_nj/4223680604
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“
but mobile devices
aren’t just small
http://www.flickr.com/photos/scobleizer/5263223798
http://www.flickr.com/photos/mackarus/4289960218
they’re whatever shape...
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 peopleon 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
Part 2: Mobile behaviour
http://www.flickr.com/photos/whatcouldgowrong/5320553588
using the internet
is no longer “an activity”...
full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
http://www.flickr.com/photos/fuzzcat/22019163
with a specific context
http://www.flickr.com/photos/ghewgill/5046616680
the best computer is now
the one you have with you
...and therefore web browser
...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
http://www.flickr.com/photos/misbehave/2352753067
this is having a dramatic impact on
our behaviour and our expectations...
this is (still) ‘mobile’...
http://www.flickr.com/photos/oimax/3800475934
limited aention
tedious input
simple?
distractions
public space
glanceable?
personal
one hand
but it’s now also this...full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
http://www.flickr.com/photos/othree/5224045406
comfy chair
focused user
privacy
unlimited wi"?
reliable power source?
reliable network?
1hr train ride
and this...
two hands
prone to interruptions
http://www.flickr.com/photos/jakecaptive/156377806
typing with one hand
gravity
and this...
“Sir, we’ll be landing soon. Could you please shut off your book?”- Flight attendant, April 2011
...and soon this
are still correct
mobile stereotypes
http://www.flickr.com/photos/perspective/551635568/
mobile is incredibly useful
“on the go”
http://www.flickr.com/photos/unlistedsightings
http://www.flickr.com/photos/akashkurdekar/2959140399Source: Compete quarterly smartphone report, Jan 2010
80% use mobile during
miscellaneous downtime...
Source: Compete quarterly smartphone report, Jan 2010 http://www.flickr.com/photos/bensutherland/5279672723
80% use mobile while waiting
in line or for an appointment...
http://www.flickr.com/photos/7802947@N02/5547816310
is she a “typical mobile user”?
no longer go hand-in-hand
but the device and context
what is a “typical mobile user”?
mobile is increasingly being combined with longer or completely ‘non-mobile’ contexts or activities...
http://www.flickr.com/photos/bcmom/375125992Source: Compete quarterly smartphone report, Jan 2010
62% use mobile
while watching TV
at work
http://www.flickr.com/photos/cogdog/4031808064Source: Compete quarterly smartphone report, Jan 2010
64% use mobile
http://www.flickr.com/photos/lollaping/3327541574Source: Compete quarterly smartphone report, Jan 2010
69% use mobile for
point of sale research
while shopping
http://www.flickr.com/photos/chelsea_nj/4223680604
sometimes visit a site on mobile
...and follow up on the PC
59%
Source: Yahoo mobile shopping framework study
mobile is also used
to time-shift
http://www.flickr.com/photos/chelsea_nj/4223680604Source: Yahoo mobile shopping framework study
visit a site on the PC
and follow-up on mobile
34%
http://www.flickr.com/photos/chelsea_nj/4223680604
16%Research on smartphone,then visit store to check product out, then buy on smartphone.
Research on smartphone,then visit store to check product out, then buy on PC.
Research on smartphone,then buy in store.67%
9% Visit store, then buyon smartphone.
and so on...
Source: Yahoo mobile shopping framework study
23%
http://en.wikipedia.org/wiki/Piper_PA-46
“The most expensive item sold via eBay’s mobile app was a 1985 Piper PA-46-310P Malibu airplane for $265,000.“ src: Mashable
...facilitating completion
of larger tasks
http://www.flickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
and important life decisions...
“The largest purchase on the M&S mobile web site last Christmas was two sofas costing over £3000 ($5000)“ src: Marketing Week
herein lies the true power of mobile
http://www.pocketgamer.co.uk/r/iPhone/MouthOff/feature.asp?c=12609
is that it acts as a bridge
between physical and
digital experiences
the power of mobile
Part 3: The mobile traveller
http://www.flickr.com/photos/spree2010/4930763550
mobile use is growing
rapidly amongst travellers
http://www.flickr.com/photos/msciba/519772500
72%
over the past 6 months mobile web traffic to travel sites
has increased by
Source: Mobile browsing on travel sites up 72%
http://www.flickr.com/photos/paleontour/124416789
17.4%mobile now accounts for
of access to all travel sites
Source: Mobile browsing on travel sites up 72%
47% expect to use their mobile device for their travel needs at their destination
Source: Mobile browsing on travel sites up 72%
37%will use a mobile
device for restaurants research
http://www.flickr.com/photos/edans/4006273845Source: Mobile browsing on travel sites up 72%
Source: Mobile browsing on travel sites up 72%
26%will use a mobile
device for attraction and accommodations
research
http://www.flickr.com/photos/anniemole/5354206703
a
dining
17 mindining
food & beverage
19 minfood &
beverage
travel
31 mintravel
the average length of mobile research sessions is surprisingly long...
http://www.flickr.com/photos/johanl/5619897608Source: Mobile shopping framework study, Yahoo
context and level of urgency oftenreflect the devices used....
http://www.flickr.com/photos/chelsea_nj/4223680604
of laptop users book a hotel for the same day
14%
before the journey....
“I’m planning my holidays”
Source: Orbitz travel web site
http://www.flickr.com/photos/chelsea_nj/4223680604Source: Orbitz travel web site
during the journey....
“...where shall we go next...?” of tablet phone
users book a hotel for the same day
30%
http://www.flickr.com/photos/chelsea_nj/4223680604
just in time....
“@!&*...we missed our
flight...!” of mobile phone users book a hotel for the same day
65%
Source: Orbitz travel web site
so how does this all add up?(a few examples....)
scenario #1planning a trip is a journey unto itself...
http://www.flickr.com/photos/kaichanvong/5542546563
watching TV...
at home
http://www.flickr.com/photos/brunoleveque/5675275834
...sees a
tourism advert...
http://www.flickr.com/photos/marcoarment/1956292424
...visits the site
then saves the URL for later
while still on the sofa...
http://www.flickr.com/photos/faceme/2882556082
...visits the site again
(while on lunch break...)
then calls to make a booking...
scenario #2travel and serendipity go hand in hand
http://www.flickr.com/photos/karenandkerry/2137457989
you’re on a city
bus tour...
http://www.flickr.com/photos/shadowgate/1232353962
...and spot
a lovely pub...
...you look it up
on Facebook
http://www.flickr.com/photos/preetamrai/4620829766
while still on the bus..
http://www.flickr.com/photos/karenandkerry/6147417120
...and return later
that day for a pint
scenario #3travel is about making (and sharing) memories
http://www.flickr.com/photos/shadowgate/1231450023
...you discover something
wonderful at the museum...
http://www.flickr.com/photos/bryanalexander/2995152153
...look it up
on Wikipedia...
while still at the museum...
http://www.flickr.com/photos/globalx/4777255389
...share photos
of it while having tea
at the museum coffee shop
free wi-" !!
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 shouldembrace all stages of that journey :-)
Part 4: Tips and ideas
http://www.flickr.com/photos/chrisbrenschmidt/1832787028
For those who don’t yet offer a mobile optimised experience....
TIPS
developing a mobile strategy takes time,but there are things you can do today...
Check your analyticsdetermine which devices access your site most oftenand 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 #1
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
Step #2
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• Twitter• YouTube
Note: ‘well optimised’ means lightweight, with mobile friendly layout, good level of site-to-site URL integrity and support for most modern smartphones.
BONUS
• TripAdvisor• Google Maps• SlideShare
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 #3
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
Step #4
Source: Tourism Scotland 2007
many visitors pay
for data while travelling
• 51% Europe• 15% US• 4% Canada• 4% Australia• 26% Rest of world
Overseas17%
Rest of UK4%
England40%
Scotland39%
Overseas visits comprised of:
http://www.flickr.com/photos/brunoleveque/5675275834
origin of visitors to Scotland
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
BONUS
http://www.flickr.com/photos/chelsea_nj/4223680604Source: Boingo wi-fi hotspot trends
99.9%
73.9%
41.1% 58.9%
65.9% 34.1%
88.5% 11.5%
mobile devicelaptop
2011
2010
2009
2008
2008
changing patterns in mobile usage at wi-fi hotspots
wi-fi hotspot traffic is now
primarily coming from mobile
For those who already offer a mobile optimised experience (could be a native app or a mobile web site)...
TIPS
Check your URLsensure 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...)
For everyone...
TIPS
Think of the user journeyexplore 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 siteto another?
http://www.flickr.com/photos/zenilorac/698514624
...should I even bother opening this
email marketing offer on my phone?
40%use mobile email
“almost every day”(in 2010!)
Source: Comscore
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
BONUS
http://www.flickr.com/photos/janekm/217195273
and quick alternative
to a paper map?
...what is a cheap,
...or an expensive, bespoke interactive one?
http://www.flickr.com/photos/webtreatsetc/4860505549/
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
remember, this is
your journey as well..
http://www.flickr.com/photos/puptoes74/4805467277
take your time, and
listen to your visitors :-)
have fun...
http://www.flickr.com/photos/lyng883/298967414/
http://www.flickr.com/photos/tinou/453593446
thank you
many thanks to the amazing photographers on
http://creativecommons.org/licenses/by/2.0
http://www.flickr.com/creativecommons/by-2.0
@yiibu
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