Understand the role of multiple devices across the different stages of travel

Understand the role of multiple devices across the different stages of travel

The Five Stages of Travel

Dreaming Researching Booking Experiencing Sharing

Were the basis for the research to understand multiple device usage

The research was conducted by IPSOS, amongst 20-45 year old mobile-enabled travelers

These were leisure travelers, male/female, Sec A, B1, with access to internet on their mobile/tablet devices

A total of 1519 users were sampled with 45-minute face-to-face interviews

Users should have traveled by air in the last 12 months and should have researched/booked a trip element online

A minimum of 80% users had smartphones while 25% and 35% had taken international and business trips respectively

TG & Methodology

The mobile enabled traveler

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A multi-screen world

Source: Google Internal Data, JFM 2012 – JFM 2013

A third of travel queries come from mobile & tablet

32%

397%

231%

Queries that come from Mobile & Tablet

YoY query growth on smartphones

YoY query growth on tablets

Online travel is now a multi-screen phenomenon

2

76% 60%

Average number of devices used by people across the five stages

of travel

Use both computer & mobile across the five

stages

Switch devices when they move from research to

booking

9/10: 2 devices3/10: 3 devices

Source: Google IPSOS research study, July 2013

Mobile influences a user’s decision making journey

6 in 10 Smartphone travel users said,“The information that they find while researching on their mobile phone influences their booking”



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Dreaming about a holiday

87

94

89

* All numbers are in percentages

Online influences a huge majority

Users influenced by offline

Users influenced by online

Users influenced by online & offline

26%71

%3%

5.1Average triggers online

2

Average triggers offline


Pictures trigger holiday dreaming

88%Users are influenced by

pictures online


Researching

87

95

88


Key online influencers

Pictures by friends/family on social platforms

74%71%

Browsed an online ad

62%

Browsed pictures of the destination

60%56%52%

Read information on the destination

Read trip information on travel

sites/apps

Watched online videos about the

destination


Mobile usage is most consistent across research

Inspiration for a holiday

Exploratory information

searchReviews

Pricing information

Narrow options for booking

Sites selling a variety of

flights, hotels etc.

Travel supplier sites

SEARCH*R2 = 0.73

0.50 0.71

RESEARCH

INTENSIVE RESEARCH

Mobile Computer Tablet


Mobile is the go-to device even at home

67% 65%

90% 89%

24% 27%

45% 40%

At home

Out of home

On the go

Out of town


4 trip elements are researched on each device

Flights Accommodation Rail travel Package holiday Car hire Bus travel

61

37 35

2620

16

78

47 45

3427 24

63

4033

28

19 17

3.5 4.2 3.6

Average trip elements

researched

4.2 4.7International

4.5



54% users searched for exploratory elements on each device

Places to visit Distance / accessibility

Restaurants Weather Local transport

Security level Currency rate

Relaxation activités

Outdoor events

27 26

18 1715

10 9 86

31

28

19

14 14

10

79 10

28

21 21

13 14

11 12 119

54%

55%

52%

Mobile higher or same as computer

Exploratory trip elements researched

online

66%

International



Exploratory elements have become mainstream

5.6

72%

Average trip elements

researched online

Users searched for *exploratory elements

across all devices


Convenience & immediacy wins for mobile

Only 6% aware of discount

on mobile

(Browsing/Navigation)

(distractions like messages/ calls

etc)

(keypad/ screen size)

Motivators

Barriers

Source: Google IPSOS research study, July 2013*Immediacy is an exposure to triggers like online ads/emails/QR codes/pictures/TV/hoarding

Booking

66

88

69


Nearly 3 trip elements are booked online across devices

Conversion: Booking/Research

2.8Average trip

elements booked online

92%

88%

94%

76%

88%

99%

38%


2+ elements booked on computers & 1+ on mobile

1.3 2.2 1.5

Average trip elements booked

Flights Accommodation Rail travel Package holiday Car hire Bus travel

36

25 24

1316 14

66

37 39

24 22 23

38

25

33

2117 16



Mobile has an effect across devices

MobileMobile76%

Computer80%

Tablet11%

Base: Mobile owners = 87% (1315)

Research Booking


58% users who researched only on mobile, booked on it as well

Researched only on Tablet (7%)

Booked only on Tablet(100%)

Researched only on

Computer(10%)

Booked only on Computer

(94%)

Base: Mobile owners = 1519

Base: Those researched only on mobile = 144

Researched only on Mobile (9%)

Booked only on Mobile

(58%)

Base: Computer owners = 1374

Base: Those researched only on computer = 140

Base: Tablet owners = 258

Base: Those researched only on tablet= 19


Security is the largest concern for booking on mobile

Reduced significantly

from the research

stage (77%)

(Browsing/Navigation)

(distractions like messages/ calls

etc)

(comfortable with other devices)

Motivators

Barriers

Source: Google IPSOS research study, July 2013*Immediacy is an exposure to a deal or offer

Experiencing

89

0 76


Sharing

90

91

90


Mobile is the information & communication wallet

Social & communicatio

n

Travel booking related

Activities done at the

destination

Activities done on holiday

Mobile TabletSource: Google IPSOS research study, July 2013

More than a tenth start planning their next holiday right after!

Activities done post holiday




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Apps are the future of mobile travel booking

1315

1004

1359

1369

App usage is significantly higher during booking & sharing due to

ease of browsing


Why apps win

67% 70%

66% 67%

60% 51%

I like it when apps save my details, making it easy

to buy

Apps are quicker & provide immediate access

Better user experience


Summary

The new age traveller has arrived!

(S)he is living the multi-screen world, engaging with content across devices

Usage on mobile is consistent across all phases of the travel cycle

Mobile is the go-to device at home and is the information and communication wallet while traveling

Apps are the future of mobile bookings with higher engagement and speedy purchases


The new age traveller has arrived!

3 out of 4 users use computer and mobile during the 5 stages of Travel; average number of devices used at any stage is 2

1

2

3

4

5

97% users are influenced by an online source as they start dreaming of a holiday87% users have researched travel on mobile while 66% have booked a trip element on it

67% researched on mobile at home, contrary to popular belief that mobile is used only outsideApp usage is 12% – 15% higher than mSites for booking and sharing on mobile


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Understand the role of multiple devices across the different stages of travel