In 2013, a lot of research has been conducted with regards to mobile penetration, mobile adoption and also mobile usage, showing the tremendous impact that mobile has on our daily lives. Although it is clear that the opportunities are very big for mobile, it is still unclear who the mobile audience is and to what extent these selective mobile only users are impacting on the tourism industry. When looking at the US market in particular, it is clear that a large amount of consumers are using their desktop, laptop and mobile devices on a very regular basis. However, latest research conducted by eMarketer now showed that a large proportion of US consumers are actually avoiding the desktop, making it necessary to think mobile in a smart way, as consumers are increasingly becoming selective with regards to their device usage (eMarketer 2013).
CONSUMERS BY PLATFORM
When looking in more detail at the platforms that are used by US consumers between February and July 2013, it is clear that currently, the number of mobile only users are still quite rare in the US, even though, the US can be considered an advanced mobile market. This is very interesting, illustrating the fact that most consumers using mobile only might not do this by choice, but due to economic reasons, as devices are still not completely affordable for the wider public.
Between February and July 2013, the percentage of consumers that use personal computers only dropped from 46% to 40%. The use of both personal computers and mobile devices showed an increase of 6% from February to July to 54%. This is a very steady growth and also demonstrates that the mobile device only audience is remaining at a steady 6% whereas US consumers moving from personal computers only to personal computers and mobile devices is steadily increasing and will probably increase even further over the time period between August to December 2013.
MOBILE ONLY USERS
What are mobile only users doing with their mobile devices? This is a question that is quite interesting to look at, as it puts the mobile exclusive usage into focus. Certain activities and channels are used by consumers through their mobile devices only, making it very difficult for marketers to target them unless specifically through mobile.
Many consumers in the US are using their mobile to do any shopping and around 31% of these consumers are actually using mobile exclusively for shopping purposes. As many consumers are connected to the internet through mobile only, it is an essential tool to do online shopping due to the only connection.
WHAT DOES THIS MEAN FOR TRAVEL INDUSTRY?
Destinations and tourism organisations really need to ensure that their websites are mobile ready. If the experience on websites is not right, it can be quite off-putting for consumers that are accessing online content through mobile devices only. Although currently the percentage of mobile only consumers is fairly low, the percentage of consumers using desktop computers and and mobile devices is growing and the shift towards mobile also with regards to booking is already happening and tourism destinations and businesses need to react to that.
More from #DTTT
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
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