The Digital Tourism Think Tank has previously highlighted the increasing importance of mobile in digital strategy. With the use of mobile devices consistently growing, to the point where large proportions of web activity is attributed to smartphones and tablets, it is essential for destinations and tourism organisations to make their online presence mobile-friendly.
MOBILE APPS AND DEVICES USED
Looking beyond mobile-optimised web portals and into mobile-specific tools, developing apps are another key component for destinations to consider. Research from Kantar Media, published in The Drum, recently distinguished between the use of these apps amongst smartphone and tablet users, finding a significantly higher rate of app downloads on smartphone devices.
The most popular category of app downloaded was found to be social networking apps, within which smartphone downloads doubled tablet downloads. This gap between the two devices was observed across categories; music, entertainment, sports, health and lifestyle apps.
As stated by Charlie Crowe, chief executive of Festival of Media, “it would, of course, be foolish to ignore the role tablets have to play in shaping the future of the app market, but brands and media owners shouldn't forget to maintain their investment in mobile if they want to engage with a critical mass of consumers around the world.” (The Drum) Whilst tablet usage is growing strongly, with more and more people buying the devices for both business and personal purposes, tablet sales are in their millions as compared to smartphone sales which have passed one billion. Therefore, while tablets are increasingly accessible devices, smartphones remain the all-round communication devices that tend to rarely be out of their users’ sights. (Geoff Wicken, The Drum) The research suggest that while smartphones are the more popular device for app downloads, tablet adoption and app usage remain significant and on the rise. In terms of destinations and tourism organisations, this information is interesting to note when developing apps as part of their mobile strategies, but should still emphasise the importance of cross-device optimisation, regardless of the lower popularity of tablet app downloads.
More from #DTTT
In December we present:X. Imagine RecapThe last day of X. Festival was probably the most unique: two tracks were available to be followed. One was packed with talks and presentations from the most visionary tourism leaders, the second one was a line-up of live roundtables aimed at answering the most debated questions in tourism. Let’s recap on what we [...]#reshapingtravel
In December we present:X. Rebuild RecapThe third day of X. Festival has been incredibly insightful. We have heard from leaders in the data and research sectors, who helped us understand what is happening in the market and how to prepare for recovery through sharing invaluable insights and forecasts. Let’s recap on what we have seen on X. Rebuild. We [...]#reshapingtravel
In December we present:X. Engage RecapDay 4 of X. Festival was all about trends, digital consumer behaviour, influencers and creators, engagement and content. Let’s recap on what we have seen on X. Engage. Alex Herrmann, Director of UK & Ireland at Switzerland Tourism, gave us another daily dose of Switzerland. Ben Shacham, Culture Trip, opened the day with an [...]#reshapingtravel
In December we present:X. Purpose RecapThe second day of X. Festival is over. We have now gone through 40% of the programme. Let’s recap on what we have seen today, on X. Purpose. Alex Herrmann, Director of UK & Ireland at Switzerland Tourism, gave us another daily dose of Switzerland. We have opened the day with an incredible piece of [...]
In November we present:X. Disrupt RecapThe first day of X. Festival is over, which is like saying that we have gone through 20% of the programme. As you can well imagine, there is still a lot to be explored. Let’s recap on what we have seen today, on X. Disrupt. Alex Herrmann, Director of UK & Ireland at Switzerland Tourism, [...]
In November we present:Accelerating Travel Innovation after Coronavirus: From Tragedy to HopeHow can the travel industry take the global crisis as an opportunity to accelerate innovation? Caroline Bremner, Head of Travel Research at Euromonitor International, will share insights from their last research, providing a unique perspective on the great opportunities for tourism organisations and businesses in the field of innovation. As part of a series of [...]