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 dayYou’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 notutilising 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
TheActivityGap
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?
REPLACEEXPAND

Recap
What is your mobile strategy: Complementor 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?
nick@mobilesquared.co.uk 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

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