Consumers worldwide are taking advantage of mobile phones in their every day lives. Content can be read and consumed on the go, at home and when travelling. With consumers take more and more advantage of consuming content through their mobile devices there are a couple of characteristics that can be identified when it comes to mobile consumers’ behaviour. Context is very much impacting on the content that is being consumed online and the way in which it is consumed. When reading or browsing through content on a mobile phone, consumers are usually doing that while doing something else at the same time and very quickly as well. On tablets, consumers consume content at a slower pace but still quicker than in comparison to on computers. This is necessary to know for tourism organisations creating the content, as consumer’s content consumption behaviour does impact on how marketers should think about content creation (Hubspot 2013).
MOBILE IS ACTION DRIVEN
Interestingly, consumers that are reading or searching for content on their mobile devices are a lot more action driven than consumers reading content on their computers. In fact, 70% of mobile searchers are actually following their search by an action within an hour. This is incredible news and demonstrates once again the power of mobile! Consumers searching for specific content through a mobile device have a specific purpose in mind and are more likely to purchase products and services they are looking for through a mobile device rather than computers. Tourism marketers therefore need to ensure that consumers can search for products and services very easily on their websites in order to facilitate consumers in their quick journey towards an action or purchase. Mobile optimised sites are key!
ACTIVITIES ON MOBILE
When looking at the most popular activities on mobile, it is clear that checking emails is still the top activity on mobile, followed by reading the news or other content and of course social networking is also absolutely essential on mobile. Consumer are increasing their overall time spent searching and consuming content through mobile. This is very good news for tourism but also stresses the need to tap into the opportunities arising from mobile. Tourism organisations need to ensure that emails being sent out to consumers can be read on mobile devices easily and all links within the emails actually lead to other sites, social media pages or blogs that are mobile optimised. This is absolutely crucial in order to avoid disappointment and for consumers not to move to competitor’s content. Including call to actions within emails is also essential in order for consumers to book or make purchases more quickly.
Consumers love to share content through their mobile devices and also hop between devices when consuming content. This makes it necessary for tourism organisations to take that into consideration as well, ensuring that content can be read on different devices and consumers can hop between mobile phone and laptop easily without having troubles opening the content on different devices. Content should therefore be built by using responsive design, ensuring that the content is displayable on a variety of devices and always looks good.
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