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APPETITE FOR APPS
JEENA JAMES
Global Head, Travel & LocalGoogle Play
April 24, 2017
SUCCESS ON GOOGLE PLAY
The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
We’ve come a long way
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
Mobile plays a significant part throughout the traveler’s journey
Dreaming
Planning
BookingExperiencing
Sharing Stages of Travel
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
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%
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
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
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
The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
Useful featuresthat users love
Beautiful design and ease of use
Reliability and performance
Latest Android features
How we think of app quality
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
Awareness API Nearby Notifications
Optimize based on user context
The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
Going beyond the install with Android Instant Apps - a faster, more seamless experience
The traveler’s journey
Building high quality app experiences
Going beyond the install
Going beyond the mobile phone
Connected devices of all shapes & sizes
Android Wear
Phones VR Android TV AutoTablets
PLAYTIME
Extending to wearables and the living room
Transporting users with VR experiences today
Google Expeditions
Conversational interaction
212121
Assistive across platforms
Across Google
Across 3rd Parties
Across Surfaces
Stay up to date with news and tips to succeed on Google Play: g.co/playbookapp
THANKYOU