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!

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge