Digital Natives: Mobile

March 14, 2015

Differentiation in Mobile

Did you know that Millennials will soon represent 50% of all travellers? The decisions of so-called 'Digital Natives' are shaped and influenced by their unprecedented relationship with smartphones and as a travel brand you need to not only understand the importance of engaging customers through mobile but also the impact of not.

In this first-of-a-kind focus group, we gathered groups of international tourists to conduct a series of exercises on two famous London landmarks; the Queen Elizabeth Olympic Park and the Victoria and Albert Museum. The results were quite astounding and certainly make interesting reading for just about any business. In this report, we demonstrate the impact of both mobile and non-mobile optimised sites on young travellers and also highlight how a good or poor mobile user experience can affect your entire brand perception.

The report covers:

- Digital Natives and Mobile Trends

- Methodology

- Perceptions towards attractions

- Ratings for V&A Websites

- Ratings for Olympic Park Websites

- Change in perception for V&A Museum

- Change in perception for Olympic Park

- Recommendations

More from all insights

RDR - 3. Shift the Product

3. Shift the Product Working together with a series of industry cohorts, businesses come together to co-create a new offer, adapted to the change in...

| #RDR

RDR - 2.4 Opening Up, Tilt the Target

2.4 Opening Up, Tilt the Target The staged recovery process will require a tilted strategy as the destination opens up. As things open up, we need to be...

| #RDR

RDR - 2.3 Shaping a New Narrative

2.3 Shaping a New Narrative Stories of then, the now, the next. Knowing the right tone of voice to adopt as we emerge out of this crisis requires a...

| #RDR

RDR - 2.2 Experience Design

2.2 Experience Design for the Hyper-Local, Staycationer and Closer to Home Traveller The Experience Design Sprint gets destination teams...

| #RDR

RDR - 2.1 Purposeful Repositioning

2.1 Purposeful Repositioning Defining new image for the destination defined by purpose The first Remote Sprint is all about setting a new strategy,...

| #RDR

RDR - 1. Frame the Challenge

1. Frame the Challenge A one-week introduction to Design Thinking, with the five key stages of design principles explained; Empathising Defining...

| #RDR

© 2020 Digital Tourism Think Tank