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Not without my smartphone! Acceptance, usage and the b iggest barr iers for mobi le serv ices in le isure t ravel – Resul ts of a representat ive study in GB/F/NL/GER

Catherin Anne Hiller, Ipsos MediaCT , Manager Client Service

Claudia Brözel M.A. Prof. Dr. Manfred G. Lieb University of Applied Science, Heilbronn

AP

The world is changing now...

Barry Diller, Chairman Expedia and IAC/InterActiveCorporation May 2007 The New Yorker Conference

This is a radical revolution, … all the stuff is gonna change up, … Historical channels of distribution are gone, are thrown into chaos, … The issue is not the form factor, … what matters is, the way you get it, is completely different

Seite 2 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

The change is today!

from mainframe to minicomputer to PC to desktop Internet to mobile Internet


Devices getting more individual & mobile

Mobile Internet = Multiple Devices

from Mobile Phone to Blackberry to Smartphone to Tablet to ??????


The M-Change is more rapid than Internet! S

ource: Businessinsider.com


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 users) use mobile Internet with mobile devices. (AGOF, Mobile Facts, Sept. 2010)

Seite 6

Ger

man

y

Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

Organizing everything on the move

Source: Businessinsider.com


Change – new search patterns

Seite 8

Source: Businessinsider.com Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

Adoption is easy and useful: fast!

Seite 9 Source: Businessinsider.com Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

Seite 10

Source: Businessinsider.com

Result : Fragmentation Needed: Information platforms for access


New working areas: The cloud

Seite 11

Source: appcelerator.com


Today: „the always on traveller“

Seite 12

•  everybody is online - always •  unit – mobile device •  cloud connected •  software – transaction oriented •  all platforms with integrated mobile architecture


All the stuff is gonna change – new thinking

information is available

anywhere

anytime

all you need Seite 13 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

All the stuff is gonna change – new behaviour in work, leisure, travel

Seite 14

Anywhere

Any time

All you need

Information Behaviour


THE STUDY: mobile devices & leisure travel Germany/UK/NL/France


The Study

Seite 16

International Masterstudents Heilbronn University in cooperation with IPSOS Media CT

Fabienne Grupp

Jonathan Riddle Zhixing Wei

Alvina Mukhamedjanova Jingchao Zhang

Ewelyna Koscielsak Lorena Gonzalez

Karolina Wowak

+ Anastasia Andreeva

Hypothesises

Seite 17

Chances: a feeling of SECURITY,

INDEPENDCY, TIMESAVING and

ADDED ENJOYMENT

Barriers: Service FEEs

ROAMING COSTS LACK OF CONTENT AND APPLICATION

KNOWLEDGE


Theory behind : Technology Acceptance Model (TAM)

Perceived ease of use

Perceived usability

Attitude Usage intention Usage

behavior


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


first aspect: perceived ease of use : attitude


Attitude towards technology and mobile devices in all 4 Countries is very positive

Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 21

44

62

66

70

70

0 10 20 30 40 50 60 70 80

Everyone should be connected to the internet everywhere and at all times.

Internet is essential in life.

By using modern technology my quality of life improved.

By using mobile devices life can be more comfortable.

In general technology makes life better.

Representative online omnibus survey among

1.000 persons aged 16-64 in Germany/Great Britain/

France/Netherlands/

All Countries/ top 2 boxes (agree + strongly agree)

FIN

DIN

GS:

Atti

tude

Germans are striking „mobile minded“ British technology affine

Seite 22

Representative online omnibus survey among

1.000 persons aged 16-64 in Germany/Great Britain/

France/Netherlands/

0 20 40 60 80 100

Everyone should be connected to the internet everywhere and at

all times.

By using modern technology my quality of life improved.

By using mobile devices life can be more comfortable.

Internet is essential in life.

In general technology makes life better.

Netherlands

GB

France

Germany

FIN

DIN

GS:

Atti

tude

All Countries/ top 2 boxes (agree + strongly agree)


Comparison: Leisure – general population Business travel – experts

1.000 UK 1.000 NL 1.000 France 1.000 Germany

representative for the online population in the country

leisure 260 experts in the travel business, Travel technology companies and travel management

experts, business traveller, worldwide White Paper in June 2011

business

Usage – Interest - Barriers Usage - Productivity

Seite 23 Mobile Devices & Business Travel 2011, ACTE and University Heilbronn


FIN

DIN

GS:

Atti

tude

By using modern technology my quality of life improved

46 49

0

10

20

30

40

50

60

Strongly disagree

Disagree Neutral Agree Strongly agree

Business Leisure

Mobile Devices & Business Travel 2011, ACTE and University Heilbronn


FIN

DIN

GS:

Atti

tude

In general technology makes my life better

54

37

52

19

0

10

20

30

40

50

60

Strongly disagree Disagree Neutral Agree Strongly agree

Business

Leisure



FIN

DIN

GS:

Atti

tude

By using mobile devices life can be more comfortable

54 51

0

10

20

30

40

50

60

Strongly disagree Disagree Neutral Agree Strongly agree

Business

Leisure



second aspects: interest and experience

Seite 27

Navigation and transport information are the most wanted applications while travelling

Seite 28

Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great

Britain/France/Netherlands/

All countries

37

41

42

52

55

0 10 20 30 40 50 60

Share informa2on and photos s on your mobile during your holiday

Read recommenda2ons for restaurants bars or interes2ng sights with your mobile

View virtual visitor guides on holiday on your mobile

Search for the latest news on flight/train and delays with your mobile when travelling on holiday

Navigate to a des2na2on using your mobile's GPS func2onality on holiday

FIN

DIN

GS:

Inte

rest


0 20 40 60 80

Share informa4on and photos

Read recommenda4ons

View virtual visitor guides

Search transport info

Navigate

Netherlands GB France Germany

Interest in using the features is very high > 30%

Seite 29



All countries – top2 Boxes; interested + very interested

FIN

DIN

GS:

Inte

rest


Usage experience during travel still low!

Seite 30

0 5 10 15 20 25 30

Navigate

Search

Read

Share

View

Netherlands GB France Germany

All countries – all respondents - used

I've already used this on my mobile during travel within or outside my country .



FIN

DIN

GS:

exp

erie

nce


Some striking differences: Independency (READ, ACESS, NAVIGATE, SEARCH, VIEW) u UK respondents in comparison to other countries have

feeling of independency more within their country than outside)

u F, UK, GER especially female respondents agreed with the statement that using mobile apps makes them feel more independend

u Most experience all respondents show within their country, but there is a strong interest using it outside the country

u Men are more experienced than women


Third aspect: feelings, concepts attached to mobile devices

Seite 32

The ranking of perceived usability (feelings): Information – Networking – Independency – Security - Fun

Seite 33 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great


All countries – top2 Boxes; fully agree

31

32

39

40

51

0 10 20 30 40 50 60

...sounds like it would make travelling more fun.

...makes my travelling safer because the tour operator is always aware of my exact loca4on.

...gives me a greater feeling of independency.

...is a great opportunity to stay in contact with my network friends during my private travels.

...enables me to have access to more adequate informa4on for the appropriate situa4on.

FIN

DIN

GS:

per

ceiv

ed u

sabi

lity


The ranking of perceived usability: Germans & NL need information, French contact and British fun!

Seite 34 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great Britain/France/Netherlands/

All countries – top2 Boxes; fully agree

0 10 20 30 40 50 60

...sounds like it would make travelling more fun

makes travelling safer

stay in contact/Social Networking

...gives me a greater feeling of independency.

Access to adequate informa4on

Netherlands

GB

France

Germany

FIN

DIN

GS:

per

ceiv

ed u

sabi

lity


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

Seite 35

BUT! Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN

Fourth aspect: obstacles

Seite 36

Location Based Services: a Killer App?


Seite 38

Mai

n B

arrie

rs

Roaming Costs

Expensive Devices

Data Insecurity

COSTS! The most striking barrier for all markets not a lack of content or the application knowledge

FIN

DIN

GS:

Obs

tacl

es


Biggest barriers for using location based services

Seite 39

14

14

17

18

21

27

28

41

55

66

0 10 20 30 40 50 60 70

Informa2on provided by applica2ons is not reliable

Finding of useful informa2on/ applica2ons/features

Up to date informa2on online

Undeveloped Technology abroad

Knowledge about useful applica2ons

Lack of informa2on in rural areas

Lack of internet coverage abroad

Feeling of insecurity (data privacy)

Not having the appropriated device it's s2ll too expensive

Roaming costs

All countries – multiple answers (3 biggest barriers) F

IND

ING

S: O

bsta

cles


Biggest Barriers: Ger+GB: roaming is the big topic; F complain about lack of content in rural areas, Germans feel unsecure,

Seite 40

All countries – multiple answers (3 biggest barriers)

0 20 40 60 80 100

Finding of useful informa4on/ app

Up to date informa4on online

Informa4on provided by app -‐ not reliable

Knowledge about useful applica4ons

Undeveloped Technology abroad

Lack of informa4on in rural areas

Lack of internet coverage abroad

Feeling of insecurity (data privacy)

no device (too expensive)

Roaming costs

Netherlands

GB

France

Germany

FIN

DIN

GS:

Obs

tacl

es


In General we found out that

Seite 41

Younger generation has a rather positive attitude towards new tech and higher interest in using features during holidays than the other age groups Non-holiday-maker are less interested in using features during holidays, as they apparently had not the opportunity to experience the advantages this year The 3 main barriers for LBS-usage are roaming costs, expensive device, insecurity of data (except for France lack of info in rural areas instead of insecurity) In general, men use at least two times more often the mapping service, browse the internet and use apps on their mobile than women Abroad-holiday-maker use the mapping services more often than domestic-holiday-maker


Wra

ppin

g it

up

TECHNOLOGY

advanced

developed

easy to use

available

accessable

broad

ubiquity


Wra

ppin

g it

up

Adopting process

advanced

learned

benefits clear

feeling of independency

fun

security

relaxing vacation!


Wra

ppin

g it

up

COSTS require new offers to make the value for tourist usable and the advantage for destinations, tour operators and the travel industry useable


The Authors University of applied Science Heilbronn Tourismusmanagement & eCommerce Manfred Lieb Claudia Brözel [email protected] [email protected]

IPSOS Germany Ipsos MediaCT Catherin Anne Hiller [email protected]

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