Itbetw ipsos brözel
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Not without my smartphone! Acceptance, usage and the b iggest barr iers for mobi le serv ices in le isure t ravel – Resul ts of a representat ive study in GB/F/NL/GER
Catherin Anne Hiller, Ipsos MediaCT , Manager Client Service
Claudia Brözel M.A. Prof. Dr. Manfred G. Lieb University of Applied Science, Heilbronn
AP
The world is changing now...
Barry Diller, Chairman Expedia and IAC/InterActiveCorporation May 2007 The New Yorker Conference
This is a radical revolution, … all the stuff is gonna change up, … Historical channels of distribution are gone, are thrown into chaos, … The issue is not the form factor, … what matters is, the way you get it, is completely different
Seite 2 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The change is today!
from mainframe to minicomputer to PC to desktop Internet to mobile Internet
Seite 3 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Devices getting more individual & mobile
Mobile Internet = Multiple Devices
from Mobile Phone to Blackberry to Smartphone to Tablet to ??????
Seite 4 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The M-Change is more rapid than Internet! S
ource: Businessinsider.com
Seite 5 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Concept of mobile technology is still new – but fast growing u 94% of private households own a mobile phone
(or a smartphone) in 2010. (ACTA, Oct. 2010) u Nearly 70% of handy/smartphone owners have
used information on the road (weather, traffic information, event information, restaurant guides). (ACTA, Oct. 2010)
u About 13% (about 9 million from 62 million handy users) use mobile Internet with mobile devices. (AGOF, Mobile Facts, Sept. 2010)
Seite 6
Ger
man
y
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Organizing everything on the move
Source: Businessinsider.com
Seite 7 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Change – new search patterns
Seite 8
Source: Businessinsider.com Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Adoption is easy and useful: fast!
Seite 9 Source: Businessinsider.com Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Seite 10
Source: Businessinsider.com
Result : Fragmentation Needed: Information platforms for access
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
New working areas: The cloud
Seite 11
Source: appcelerator.com
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Today: „the always on traveller“
Seite 12
• everybody is online - always • unit – mobile device • cloud connected • software – transaction oriented • all platforms with integrated mobile architecture
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
All the stuff is gonna change – new thinking
information is available
anywhere
anytime
all you need Seite 13 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
All the stuff is gonna change – new behaviour in work, leisure, travel
Seite 14
Anywhere
Any time
All you need
Information Behaviour
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
THE STUDY: mobile devices & leisure travel Germany/UK/NL/France
Seite 15 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The Study
Seite 16
International Masterstudents Heilbronn University in cooperation with IPSOS Media CT
Fabienne Grupp
Jonathan Riddle Zhixing Wei
Alvina Mukhamedjanova Jingchao Zhang
Ewelyna Koscielsak Lorena Gonzalez
Karolina Wowak
+ Anastasia Andreeva
Hypothesises
Seite 17
Chances: a feeling of SECURITY,
INDEPENDCY, TIMESAVING and
ADDED ENJOYMENT
Barriers: Service FEEs
ROAMING COSTS LACK OF CONTENT AND APPLICATION
KNOWLEDGE
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Theory behind : Technology Acceptance Model (TAM)
Perceived ease of use
Perceived usability
Attitude Usage intention Usage
behavior
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
What we asked about :
u Attitude towards technology u Travel behaviour u List of possible application using – Interest/
experience while travelling u Concept of feelings while using applications
during travel with my smartphone u 3 main barriers for not using location based
services
Seite 19 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
first aspect: perceived ease of use : attitude
Seite 20 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Attitude towards technology and mobile devices in all 4 Countries is very positive
Source: Mobile Devices & Leisure travel Study Jan 2011, IPSOS and HSHN Seite 21
44
62
66
70
70
0 10 20 30 40 50 60 70 80
Everyone should be connected to the internet everywhere and at all times.
Internet is essential in life.
By using modern technology my quality of life improved.
By using mobile devices life can be more comfortable.
In general technology makes life better.
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great Britain/
France/Netherlands/
All Countries/ top 2 boxes (agree + strongly agree)
FIN
DIN
GS:
Atti
tude
Germans are striking „mobile minded“ British technology affine
Seite 22
Representative online omnibus survey among
1.000 persons aged 16-64 in Germany/Great Britain/
France/Netherlands/
0 20 40 60 80 100
Everyone should be connected to the internet everywhere and at
all times.
By using modern technology my quality of life improved.
By using mobile devices life can be more comfortable.
Internet is essential in life.
In general technology makes life better.
Netherlands
GB
France
Germany
FIN
DIN
GS:
Atti
tude
All Countries/ top 2 boxes (agree + strongly agree)
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Comparison: Leisure – general population Business travel – experts
1.000 UK 1.000 NL 1.000 France 1.000 Germany
representative for the online population in the country
leisure 260 experts in the travel business, Travel technology companies and travel management
experts, business traveller, worldwide White Paper in June 2011
business
Usage – Interest - Barriers Usage - Productivity
Seite 23 Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
FIN
DIN
GS:
Atti
tude
By using modern technology my quality of life improved
46 49
0
10
20
30
40
50
60
Strongly disagree
Disagree Neutral Agree Strongly agree
Business Leisure
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
FIN
DIN
GS:
Atti
tude
In general technology makes my life better
54
37
52
19
0
10
20
30
40
50
60
Strongly disagree Disagree Neutral Agree Strongly agree
Business
Leisure
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
FIN
DIN
GS:
Atti
tude
By using mobile devices life can be more comfortable
54 51
0
10
20
30
40
50
60
Strongly disagree Disagree Neutral Agree Strongly agree
Business
Leisure
Mobile Devices & Business Travel 2011, ACTE and University Heilbronn
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Navigation and transport information are the most wanted applications while travelling
Seite 28
Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great
Britain/France/Netherlands/
All countries
37
41
42
52
55
0 10 20 30 40 50 60
Share informa2on and photos s on your mobile during your holiday
Read recommenda2ons for restaurants bars or interes2ng sights with your mobile
View virtual visitor guides on holiday on your mobile
Search for the latest news on flight/train and delays with your mobile when travelling on holiday
Navigate to a des2na2on using your mobile's GPS func2onality on holiday
FIN
DIN
GS:
Inte
rest
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
0 20 40 60 80
Share informa4on and photos
Read recommenda4ons
View virtual visitor guides
Search transport info
Navigate
Netherlands GB France Germany
Interest in using the features is very high > 30%
Seite 29
Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great
Britain/France/Netherlands/
All countries – top2 Boxes; interested + very interested
FIN
DIN
GS:
Inte
rest
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Usage experience during travel still low!
Seite 30
0 5 10 15 20 25 30
Navigate
Search
Read
Share
View
Netherlands GB France Germany
All countries – all respondents - used
I've already used this on my mobile during travel within or outside my country .
Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great
Britain/France/Netherlands/
FIN
DIN
GS:
exp
erie
nce
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Some striking differences: Independency (READ, ACESS, NAVIGATE, SEARCH, VIEW) u UK respondents in comparison to other countries have
feeling of independency more within their country than outside)
u F, UK, GER especially female respondents agreed with the statement that using mobile apps makes them feel more independend
u Most experience all respondents show within their country, but there is a strong interest using it outside the country
u Men are more experienced than women
Seite 31 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The ranking of perceived usability (feelings): Information – Networking – Independency – Security - Fun
Seite 33 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great
Britain/France/Netherlands/
All countries – top2 Boxes; fully agree
31
32
39
40
51
0 10 20 30 40 50 60
...sounds like it would make travelling more fun.
...makes my travelling safer because the tour operator is always aware of my exact loca4on.
...gives me a greater feeling of independency.
...is a great opportunity to stay in contact with my network friends during my private travels.
...enables me to have access to more adequate informa4on for the appropriate situa4on.
FIN
DIN
GS:
per
ceiv
ed u
sabi
lity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The ranking of perceived usability: Germans & NL need information, French contact and British fun!
Seite 34 Representative online omnibus survey among 1.000 persons aged 16-64 in Germany/Great Britain/France/Netherlands/
All countries – top2 Boxes; fully agree
0 10 20 30 40 50 60
...sounds like it would make travelling more fun
makes travelling safer
stay in contact/Social Networking
...gives me a greater feeling of independency.
Access to adequate informa4on
Netherlands
GB
France
Germany
FIN
DIN
GS:
per
ceiv
ed u
sabi
lity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Users clearly recognized the value:
u tourists need more information because of „underway-situation“ in a new surrounding
u information is needed in a certain environment u in a convenient pattern u with mobile devices the information is at
the needed time and location and shape
Seite 35
BUT! Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Location Based Services: a Killer App?
Seite 37 Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Seite 38
Mai
n B
arrie
rs
Roaming Costs
Expensive Devices
Data Insecurity
COSTS! The most striking barrier for all markets not a lack of content or the application knowledge
FIN
DIN
GS:
Obs
tacl
es
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Biggest barriers for using location based services
Seite 39
14
14
17
18
21
27
28
41
55
66
0 10 20 30 40 50 60 70
Informa2on provided by applica2ons is not reliable
Finding of useful informa2on/ applica2ons/features
Up to date informa2on online
Undeveloped Technology abroad
Knowledge about useful applica2ons
Lack of informa2on in rural areas
Lack of internet coverage abroad
Feeling of insecurity (data privacy)
Not having the appropriated device it's s2ll too expensive
Roaming costs
All countries – multiple answers (3 biggest barriers) F
IND
ING
S: O
bsta
cles
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Biggest Barriers: Ger+GB: roaming is the big topic; F complain about lack of content in rural areas, Germans feel unsecure,
Seite 40
All countries – multiple answers (3 biggest barriers)
0 20 40 60 80 100
Finding of useful informa4on/ app
Up to date informa4on online
Informa4on provided by app -‐ not reliable
Knowledge about useful applica4ons
Undeveloped Technology abroad
Lack of informa4on in rural areas
Lack of internet coverage abroad
Feeling of insecurity (data privacy)
no device (too expensive)
Roaming costs
Netherlands
GB
France
Germany
FIN
DIN
GS:
Obs
tacl
es
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
In General we found out that
Seite 41
Younger generation has a rather positive attitude towards new tech and higher interest in using features during holidays than the other age groups Non-holiday-maker are less interested in using features during holidays, as they apparently had not the opportunity to experience the advantages this year The 3 main barriers for LBS-usage are roaming costs, expensive device, insecurity of data (except for France lack of info in rural areas instead of insecurity) In general, men use at least two times more often the mapping service, browse the internet and use apps on their mobile than women Abroad-holiday-maker use the mapping services more often than domestic-holiday-maker
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Wra
ppin
g it
up
TECHNOLOGY
advanced
developed
easy to use
available
accessable
broad
ubiquity
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Wra
ppin
g it
up
Adopting process
advanced
learned
benefits clear
feeling of independency
fun
security
relaxing vacation!
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
Wra
ppin
g it
up
COSTS require new offers to make the value for tourist usable and the advantage for destinations, tour operators and the travel industry useable
Source: Mobile Devices & Leisure Travel Study Jan 2011, IPSOS and HSHN
The Authors University of applied Science Heilbronn Tourismusmanagement & eCommerce Manfred Lieb Claudia Brözel [email protected] [email protected]
IPSOS Germany Ipsos MediaCT Catherin Anne Hiller [email protected]
White Paper is coming up -> V-Card