A representative Study over France, Germany, Netherlands and Great Britain about the Acceptance and Usage of Mobile Devices in Holidays and the biggest Barriers

1. The death of distance
Acceptance, usage and the biggest barriers for mobile services
in leisure travel –
Results of a representative study
in GB/F/NL/GER
Destination
meets
Online:
Teneriffe
Claudia Brözel M.A.
University of Applied Science, Heilbronn April 2011
First Results: the presentation is part of a speech.
AP

2. The world is changing now...
May 2007 The New Yorker Conference:
Q. Ken Auletta A. Barry Diller/ Chairmen Expedia and IAC/InterActiveCorporation
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 2

3. Mobiles Internet: Anzahl verkaufter Geräte 2009 bis 2012
Internet | Mobiles Internet & Apps
Anzahl weltweit verkaufter mobiler Internetgeräte von 2008 bis 2012* in Millionen
Anzahl verkaufter Geräte in Millionen
450
416
The Change is now!
400
350
311
300
250
219
200
154
150
102
100
50
0
2008 2009 2010 2011 2012
Säulendiagramm Format 1/1
Quelle: [Veröffentlicht durch]

4. Anzahl der Nutzer des mobilen Internets in Deutschland seit 2005
Internet | Mobiles Internet & Apps
Anzahl der Nutzer des mobilen Internets in Deutschland in den Jahren 2005 bis 2014 (in Millionen)
Anzahl der Nutzer in Millionen
45,0
40,8
The Change is now!
40,0
37,6
35,0
32,4
30,0 28,1
25,0 23,2
20,0 19
15,0 13,6
9,2
10,0
4,9
5,0
2,4
0,0
2005 2006 2007 2008 2009 2010* 2011* 2012* 2013* 2014*
Säulendiagramm Format 1/1
Quelle: [Veröffentlicht durch]

5. Concept of mobile technology is still new
– but fast growing
u 94% of private households own a mobile phone
(or a smartphone) in 2010. (ACTA, Oct. 2010)
u Nearly 70% of handy/smartphone owners have
used information on the road (weather, traffic
information, event information, restaurant guides).
(ACTA, Oct. 2010)
u About 13% (about 9 million from 62 million handy
Germany
users) use mobile Internet with mobile devices.
(AGOF, Mobile Facts, Sept. 2010)
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 5

6. All the stuff is gonna change : new behaviour
in work & travel
Anywhere
Any time
Information
All you need
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Behaviour Seite 6

7. Recherchen und Buchungen von Reisen via Smartphone in den USA
Internet | Mobiles Internet & Apps
Anzahl der Personen in den USA von 2010 bis 2012, die via Smartphone Reisen recherchieren oder buchen (in Millionen)
Anzahl der Personen in Millionen
30
26,2
The Change is now!
25
21,3
20
16,6
15 13,9
10,7
10
7,7
5
0
2010 2011* 2012*
Personen, die nach Reisen suchen Personen, die Reisen buchen
Säulendiagramm Format 1/1
Quelle: eMarketer

8. THE STUDY:
mobile devices & leisure travel
Germany/UK/NL/France
International Masterstudents Heilbronn University
in cooperation with IPSOS Media CT
& ITB Berlin
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 8

9. Hypothesises
Chances:
a feeling of
SECURITY,
INDEPENDCY, Barriers:
TIMESAVING and Service FEEs
ADDED ENJOYMENT ROAMING COSTS
LACK OF CONTENT
AND APPLICATION
KNOWLEDGE
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 9

10. Theory behind :
Technology Acceptance Model (TAM)
Perceived
ease
of
use
Usage
Usage
Attitude intention behavior
Perceived
usability
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

11. What we asked about :
u Attitude towards technology
u Travel behaviour
u List of possible application using – Interest/
experience while travelling
u Concept of feelings while using applications
during travel with my smartphone
u 3 main barriers for not using location based
services
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 11

12. first aspect:
perceived ease of use :
attitude
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 12

13. Attitude towards technology and mobile
devices in all 4 Countries is very positive
All Countries/ top 2 boxes
(agree + strongly agree)
FINDINGS: Attitude
In general technology makes life better. 70
By using mobile devices life can be more
70
comfortable.
By using modern technology my quality of life
66
improved.
Internet is essential in life. 62
Representative online
omnibus survey among
Everyone should be connected to the internet 1.000 persons aged 16-64
44 in Germany/Great Britain/
everywhere and at all times.
France/Netherlands/
0 10 20 30 40 50 60 70 80
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 13

14. Drivers of the adoption are very fast
The advantages are seen in all markets
All Countries/ top 2 boxes
(agree + strongly agree)
In general technology makes life
FINDINGS: Attitude
better.
Internet is essential in life. Netherlands
GB
By using mobile devices life can
be more comfortable.
France
By using modern technology my Germany
quality of life improved.
Everyone should be connected to
the internet everywhere and at
all times. Representative online
omnibus survey among
1.000 persons aged 16-64
0 20 40 60 80 100 in Germany/Great Britain/
France/Netherlands/
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 14

15. Comparison: Leisure – general population
Business travel – experts
leisure business
1.000 UK 260 experts in the travel
business, Travel
1.000 NL
technology companies and
1.000 France travel management
1.000 Germany
experts, business
representative for the traveller, worldwide
online population in the
country White Paper in June 2011
Usage – Interest - Barriers Usage - Productivity
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 15

16. By using modern technology my quality of life improved
60
FINDINGS: Attitude
49
50
46
40
30
Business
Leisure
20
10
0
Strongly Disagree Neutral Agree Strongly agree
disagree
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

17. By using mobile devices life can be more comfortable
FINDINGS: Attitude
60
54
51
50
40
30 Business
Leisure
20
10
0
Strongly disagree Disagree Neutral Agree Strongly agree
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

18. second aspects:
interest and experience
Seite 18

19. Navigation and transport information are
the most wanted applications – from the
safety point of view :more important for
trips outside the country All countries
Navigate
to
a
des2na2on
using
your
mobile's
GPS
FINDINGS: Interest
55
func2onality
on
holiday
Search
for
the
latest
news
on
flight/train
and
delays
with
52
your
mobile
when
travelling
on
holiday
View
virtual
visitor
guides
on
holiday
on
your
mobile
42
Read
recommenda2ons
for
restaurants
bars
or
interes2ng
41
sights
with
your
mobile
Share
informa2on
and
photos
s
on
your
mobile
during
37
your
holiday
0
10
20
30
40
50
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 19

20. Interest in using the features is very high > 30%
FINDINGS: Interest
Navigate
All countries – top2 Boxes;
Search
transport
info
interested + very
interested
View
virtual
visitor
guides
Netherlands
GB
Read
recommenda4ons
France
Germany
Share
informa4on
and
photos
0
20
40
60
80
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 20

21. Usage experience during travel still low!
I've already used this on my mobile
during travel within or outside my
country .
FINDINGS: experience
View
Share
Netherlands
Read GB
France
Germany
Search
All countries – all respondents -
used
Navigate
0 5 10 15 20 25 30
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/ Seite 21

22. Interest & Experience
u Most experience all respondents show within their
country, but there is a strong interest using it
outside the country
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 22

23. Third aspect: feelings,
concepts attached to
mobile devices
Seite 23

24. The ranking of perceived usability (feelings):
Information – Networking – Independency – Security - Fun
FINDINGS: perceived usability
...enables
me
to
have
access
to
more
adequate
51
informa2on
for
the
appropriate
situa2on.
...is
a
great
opportunity
to
stay
in
contact
with
40
my
network
friends
during
my
private
travels.
...gives
me
a
greater
feeling
of
independency.
39
...makes
my
travelling
safer
because
the
tour
32
operator
is
always
aware
of
my
exact
loca2on.
...sounds
like
it
would
make
travelling
more
fun.
31
All countries – top2 Boxes;
fully agree
0
10
20
30
40
50
60
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Britain/France/Netherlands/
Seite 24

25. The ranking of perceived usability:
Germans & NL need information, French contact and British fun!
FINDINGS: perceived usability
Access
to
adequate
informa4on
All countries – top2 Boxes;
fully agree
...gives
me
a
greater
feeling
of
independency.
Netherlands
stay
in
contact/Social
Networking
GB
France
makes
travelling
safer
Germany
...sounds
like
it
would
make
travelling
more
fun
0
10
20
30
40
50
60
Representative online omnibus survey among 1.000 persons
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN aged 16-64 in Germany/Great Britain/France/Netherlands/ Seite 25

26. Users clearly recognized the value:
u tourists need more information because of
„underway-situation“ in a new surrounding
u information is needed in a certain environment
u in a convenient pattern
u with mobile devices the information is at
the needed time and location and shape
BUT!
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 26

27. Fourth aspect:
obstacles
Seite 27

28. Location Based Services: a Killer App?
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 28

29. COSTS! The most striking barrier for all markets
not a lack of content or the application knowledge
FINDINGS: Obstacles
Main Barriers
Roaming Costs
Expensive
Devices
Data Insecurity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 29

30. Biggest barriers for using location based services
FINDINGS: Obstacles
Roaming
costs
66
Not
having
the
appropriated
device
it's
s2ll
too
55
expensive
Feeling
of
insecurity
(data
privacy)
41
Lack
of
internet
coverage
abroad
28
Lack
of
informa2on
in
rural
areas
27
Knowledge
about
useful
applica2ons
21
Undeveloped
Technology
abroad
18
Up
to
date
informa2on
online
17
Finding
of
useful
informa2on/
applica2ons/features
14
All countries – multiple
Informa2on
provided
by
applica2ons
is
not
reliable
14
answers (3 biggest barriers)
0
10
20
30
40
50
60
70
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN Seite 30

31. TECHNOLOGY
advanced
Wrapping it up
developed
easy to use
available
accessable
broad
ubiquity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

32. Adopting process
Wrapping it up
advanced
learned
benefits clear
feeling of independency
fun
security
ion !
g v acat
in
r elax
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

33. COSTS require innovative
offers to make the value for
Wrapping it up
tourist usable and
the advantage for
destinations, tour operators
and the travel industry
interesting
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

34. ... At the moment ...
.useful
information
but single apps
no networking
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 34

35. single apps
Standard
Info
Missing:
FUN
Network
Tipps...
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 35

36. ... A new model for a city tour...
u City Schwäbisch Hall: Caching
(GPS-treasure hunt)
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 36

37. Caching Community: UGC
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 37

38. The Authors with thanks to our
partner:
University of applied Science
Heilbronn
Tourismusmanagement &
eCommerce
Manfred Lieb
Claudia Brözel
lieb@hs-heilbronn.de
broezel@hs-heilbronn.de
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