Mobile has lead to always connected travellers worldwide that can take advantage of instantaneous information when accessing these through mobile devices. For the tourism industry, mobile is a game changer making mobile travel data an important source of information for tourism businesses to look at. Although travel companies know that travellers are using their mobile devices when on the go, it is still a mystery with regard sot how exactly travellers are using mobile phones and tablets on the road. Increasingly, consumers are using mobile data as more and more data is consumed through mobile devices by watching videos, browsing or the use of apps. Besides differences with regards to mobile and desktop data being used by travellers, the usage and behaviour with regards to mobile data also differs between business and leisure travellers (Tnooz 2014).
MOBILE DATA GROWTH
Mobile data is growing at a significant rate and is about 12 times the size of global internet traffic in 2000. This is actually quite interesting and shows the sheer importance of mobile data traffic. Smartphones are an essential driver of mobile data and consumers worldwide are considering smartphone usage as a necessity rather than an add on when travelling and during every day life. This is certainly a change from a couple of years ago but show that Smartphones are considered accessories and essentials when travelling. 88% of travellers see Smartphones as must-have devices when travelling and for 75% of business travellers Smartphones is actually increasing productivity and is enabling them to more than 6 hours of sleep each night. This is very interesting and when reflecting on daily Smartphones activities, 23 minutes each day are spend on talking followed by 20 minutes for texting and 18 minutes each day for reading emails.
Consumers worldwide are multitasking which is not a surprise to anybody in the tourism industry. However, with regards to the consumption of mobile data, it is necessary for tourism businesses and destinations to fully understand how mobile data is used. As with other data, mobile data is mainly used in order to stay connected via personal email with 75% of mobile data being consumed through that. Another 72% of mobile data consumption is spend on checking the weather which is mainly done through Smartphones or tablet devices. Consumers are also in need to access maps and directions and try to keep up with news.
When travellers are abroad it is also not a surprise that more mobile data is used up and usage is actually skyrocketing. When being abroad or in a specific destination, travellers are spending most of their mobile data on checking and sending emails, checking local information and searching for places to go, eat, look at and stay. Due to travellers dependence on mobile usage when abroad, mobile data consumption is increasing.
More from #DTTT
In February we present:[DTTTInsights] What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation