Social Media Multitasking

Opinions: 

Travel Tech

With the growing use of smartphones worldwide, increasing numbers of travellers can check their emails and connect with friends anytime, anywhere. This flexibility in time and space regarding social networking has allowed social media to become an integral part of people’s everyday lives. According to eMarketer, social media now goes hand in hand with multitasking. These developments have quite an impact on people’s behaviour as consumers, and the ways in which social media is used alongside other activities.

Social media multitasking

People multitask regularly throughout their everyday lives. In the USA, most social media users log into their Facebook or Twitter accounts while watching television (83.7% and 66.9% respectively). Travelling is the next most popular activity alongside which they access the sites, with 70.6% of travellers logging into Facebook and 53.5% into Twitter. A large number of people also use social media whilst at work, shopping and even on the toilet. This is quite interesting, as people already seem to be using social media while doing a variety of activities. Destinations and tourism organisations need to tap into these opportunities and encourage travellers to also use social media while visiting destinations, attractions or while travelling to and from them.

Demographics of Multitasking

Looking at the demographics of people multitasking with social media, women rank higher. Men tend to prefer using social media while at work and also admit to using it while drunk or driving. This is quite interesting and reflects that people are increasingly integrating social media into their daily activities. Social media is one of the things most people like to use their devices for, followed by entertainment or work.

What does this mean for Tourism?

Destinations and tourism organisations are aware of the fact that social media is very important within the different travel stages. However, it is quite interesting to see and think about how users’ multitasking behaviour can be integrated into their travel experiences. Destinations and tourism organisations should emphasise the fact that travellers are more than welcome to share and engage through social media channels – maybe even offer a reward or appreciation for posting pictures or videos on destinations’ social media channels. Visit Norway is a good example for a destination that is already doing this by posting purely user-generated Instagram images that have been submitted to a specified Twitter stream. Travellers are accustomed to using their Facebook and Twitter accounts whilst doing all sorts of activities – destinations and tourism organisations should increasingly take advantage of this behaviour!

More from #DTTT

  • 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
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge