Travel Tech

A recent global Google study aimed to understand people’s increasingly multiscreen behaviours. As reported by The Drum, results found that most people in the 35 countries surveyed use more than one connected device.

Usage Patterns

The most connected countries were identified as the UK, Netherlands and Norway, where people use an average of three devices. This was just greater than in the US, where the average person uses 2.9 devices. In China, the average is 1.4.

In the UK in particular, tablet usage has tripled year-on-year, taking the total to 30% of the population. Smartphone usage has also grown significantly, doubling to 62%. Of these smartphone users, almost 75% go online via their mobiles daily, while 80% never leave their homes without them. Smartphone use is constant, independent of context, with 85% using them on the move, 71% at work and 72% while shopping.

Mobile Searches

People are becoming more comfortable with making purchases directly via their mobile devices, with 61% of smartphone users researching or purchasing with their phones. Additionally, this researching of products is done both at home and on the go, on public transport and in-store. The most common topics people look for tend to be price, quality information, reviews, ratings and location.

Researching prior to purchases, particularly for travel and technology, is increasingly being done via a mix of devices. The vast majority, 93%, of smartphone users were found to use their mobile, desktop or tablet to research travel products, while 70% did for technology products. Purchasing however tends to be done on tablets, desktops or offline as opposed to smartphones, which are used more for researching. Only 12% of people completed a purchase on smartphone after researching a travel product, compared to 88% who went on to buy via different mediums.

Mobile Expectations

With the smartphone being used as a web-browsing device on a regular basis, the report highlighted that over 65% of users expect websites to cater for the devices with as good a mobile user experience as desktop. In terms of destinations and tourism organisation it is hence essential to ensure a quality user experience across devices, catering to the needs of the consumer; that is, taking account of what each device tends to be used for and offering a platform to cater to these behaviours.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · 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 11
    DTTT · 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
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank