Many research organisations foresee the growth of mobile search in 2013 and emphasise the need for the industry to understand what this means for digital strategy. 2013 has even been claimed to be 'the year of mobile search', meaning that it is no longer a topic that tourism organisations can ignore (Fresh Egg). It is therefore interesting to take a closer look into the statistics behind smartphone searches, and to understand the difference in consumer behaviour patterns when using their mobiles.
Mobile Search Numbers
The volume of mobile searches has grown tremendously, rising by 400% over the last year, and doubling every two months. Consumers worldwide are thus increasingly looking up information in this manner, with Australia and the UK the most search savvy countries; 73% of their smartphone users conducting mobile searches. The USA and China are not far behind them however, with similarly high rates of 71% and 68% respectively.
What Do They Search?
For businesses worldwide, it is interesting to look beyond the numbers into what it is consumers are actually searching for with their mobiles. Findings show that product information is the top area of interest, making mobile a very relevant area across all kinds of industries. Looking more in depth, into the different sectors, and queries related to restaurants, pubs and bars are identified as regularly made via smartphones, closely followed by those related to travel and holidays. For tourism organisations and destinations, this information is very interesting, and demonstrates what information and content should be accessible from mobile phones.
The study also revealed that mobile searches tend to be very geographically focused, with four in five users looking up local information with their smartphones. Taking the information found in these mobile searches, consumers will take actions, thus identifying a close link between mobile search and actual conversions; after conducting a mobile search, one in three people surveyed went to make a purchase. These figures will increase as mobile continues to grow.
Mobile Search and Tourism
Tourism organisations and destinations need to start considering how this immense growth in mobile search can be used to their advantage, and consider mobile as an integral part of their overall digital strategy. Mobile is now, and destinations need to plan and react to the changes within the field, in consumer search, as they happen, in order to stay ahead of their competitors.
More from #DTTT
In June we present:New Normal, Same VisitorsHow can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
In June we present:Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]#domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
In June we present:Why is Design Thinking so important in identifying solutions?
We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]#solutions #recovery #remote design thinking #DMOs #strategy #tourism
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism