mobile is knowledge: how travel and tourism sectors can utilise mobile

By Nick Lane, chief insight analyst @mobilesquared

Mobile is Knowledge

@mobilesquared

Mobile Insight Specialists

Who We Work With

@mobilesquared www.mobilesquared.co.uk

Random stat attack


We do this 28,800 times a day

In our life time, men will have 7 & women will have 4

It is 3,252 days since

70% of these have done it in the US

We do this 150 times a day

This will happen by 15th Dec 2015

Key date


15th Dec 2015 This is the proposed date by the EC to abolish roaming charges

This will spark an explosion in mobile usage when abroad

Is the greatest relationship you have on a daily basis

@mobilesquared

It knows your passwords

You look at it 150 times per day You’re together for 16+ hours per day

You play with it watching TV

It knows your favourite things

It knows where you like to eat

You stroke it more than 50 times a day

You sleep with it

You take it to the toilet

It knows all your intimate secrets

Some of you looking at it now!

We all love Mobile

Mobipedia


Apps empower us to become more informed, more

knowledgeable, and more in control of our daily lives

One step ahead


Just as apps empower users, they also empower and inform brands

In the travel and tourism sector you know our next move

Time travel


This is what we said to a navigation company in 2008

“You know where that person is going before

anyone else. That data will become more powerful than

you could ever imagine.”

Maybe with less OB-1 phraseology


Are you delivering on experience?


We remember good experiences


The app remains useful up to the point you

board the plane

... And the bad


But it’s yet to deliver an integrated experience

Mobile still a hard sell


Budget vs effectiveness; what is the ROI?

An integrated app will cost £150,000 on iOS alone

App vs HTML5 equivalent of Waitrose vs Aldi

Some of the major app builds cost £200,000-£350,000 per platform;

quarterly updates can cost £20,000 per platform

Mobile is critical to the overall experience, especially after-sale and engagement;

presale-to-sale mobile experience is lagging

Does the app guarantee repeat purchase?

Who goes on holiday?

Source: Expedia


Who’s doing what?

Source: Expedia & PhoCusWright/Rearden Commerce


Expedia claims 68% of its mobile

hotel reservations are made within 24 hours of check-in

Top 3 business travel-related activities

via smartphone:

80% use map or finding directions

63% research local activities

55% research destination information

The smartphone journey

Source: Expedia


The Great British Traveller


Some UK holiday stats 2014


Britons will spend £37 billion on holidays in 2014

22.8 million Britons plan to go on an overseas holiday in 2014

20.6 million Britons to holiday in 2014 in the UK

1 in 4 booked by the end of 2013

Another 2.5 million booked by the end of January 2014

Source: Sainsbury’s Travel Insurance

Booked holiday by end-Jan


13.35 million

(267,000 booked via mobile)

How many of these confirmed holiday goers are

you engaging with using the mobile channel?

14% of total UK mobile market own an iPhone

33% own an Android

23% on featurephones

Not about the sale


868,000

Just 2% of people across Europe are

booking holidays with their mobile

In the UK 1.01 million will spend up to £1,000 using their

mobile device, and 321,450 will spend over £1,000

booked a holiday using their mobile in 2014

Your customers want to hear from you


Just 2,793,444 people want

to hear from travel companies on a monthly or more frequent basis

The South of England accounts for

1.59 million opt-ins

Number of opt-ins wanting to hear

from travel companies by the end of

2015 will be 6 million

4.7 million opt-ins will be on

a smartphone by the end of 2015

0%

2%

4%

6%

8%

10%

12%

14%

0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700

When should a brand communicate?

Brand says Consumer says

Brand distraction?


For the majority of sectors,

between 0900-1500

is the optimum time for a brand to communicate via the

mobile channel

Brands are not utilising the

total mobile opportunity

0%

2%

4%

6%

8%

10%

12%

14%

0700-0900 0900-1200 1200-1500 1500-1700 1700-1900 1900-2400 0000-0700

When should a brand communicate?

Brand says Consumer says

Brand distraction?


UNFULFILLED

consumer attention

The Activity Gap

T

he

Act

ivit

y G

ap


70% brand under-utilisation

Consumers want to hear from brands

0300 0600 0900 1200 1500 1800 2100 2400

Utility Utility

Entertainment Entertainment 48%

26%

24%

3%

Information Information


Mobile usage breakdown

Communication

0300 0600 0900 1200 1500 1800 2100 2400

Utility Utility

Entertainment Entertainment 48%

26%

24%

3%

Information Information


Opportunity or Intrusion?

Is this

Activity Gap an

opportunity or an intrusion?

Communication

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email

TV

Print

Phone

Radio

Outdoor

Direct mail

Apps

Social

Online/search/PPC/display

Mobile messaging

What is your marketing mix?

Mobile Matters


33% of brands have a mobile site

20% of brands have a mobile app

3% use augmented reality

26% use QR codes

65% have an opted-in mobile

database

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email

TV

Print

Phone

Radio

Outdoor

Direct mail

Apps

Social

Online/search/PPC/display

Mobile messaging

What is your marketing mix?

Mobile Matters(e)


43% of brands have a mobile site

35% of brands have a mobile app

5% use augmented reality

30% use QR codes

66% have an opted-in mobile

database

Groundhog Day


User’s have a pre-determined daily mobile usage

The Usage Ecosystem: home

0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400

App usage by time, typical day

Communication Information Utility Entertainment

Average smartphone user will use 20-25 apps

on a frequent (daily) basis, and 10-15 apps on

an infrequent basis (monthly)

The Usage Ecosystem: abroad

0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400

Mobile usage, holiday

Entertainment

Utility

Information

Communication

0600-0900 0900-1200 1200-1500 1500-1800 1800-2100 2100-2400

Mobile usage, business trip

Entertainment

Utility

Information

Communication

Device usage

Average Android users spend 50 minutes per day using their device

Average iOS users spend 80 minutes per day using their device

Actual Mobile Engagement


Mobile Time


80 mins

Mobile time

85 mins

Mobile time

Replace existing Mobile Time or expand the user’s Mobile Time?

REP

LAC

E EX

PAN

D

Recap


What is your mobile strategy: Complement or Replace?

How do you measure ROI? Revenue or Engagement?

How well do you know your customer?

Are you afraid of talking to them?

Have your mobile strategy sorted by Dec 2015

Over to you: Any questions?


[email protected] www.mobilesquared.co.uk Tel: +44 (0) 118 380 0733

To find out more, and/or get involved in our project on the

Mobile Engagement Index use the following

mobile is knowledge: how travel and tourism sectors can utilise mobile

Technology

platform mobile

mobile usage

mobile device

sale mobile experience

mobile channel brands

total mobile opportunity

mobile hotel reservations

total uk mobile market