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.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer