Multi-Screen Study: Eye For Travel · smartphone-using travelers turn to apps frequently Use of...

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary

Multi-Screen Study:

Eye For Travel Patrick McInerney

June 2014

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

My Presentation


Background & Methodology

Cruise

Air travel

Car rental

Accommodations/hotel

*Research conducted in mid 2013. Note: All participants were screened in on general smartphone usage and use of Internet as a resource for

travel-related information. Our study combines computers and tablets because research shows that behaviors on these two devices are beginning

to look similar.

6 Months

Online survey

5,008


Key Takeaways

Travel planning is a multi-screen

activity

Travelers access search engine,

social networking, map, and online

video sites/apps across

all screens

1

Smartphones allow travelers

to be more spontaneous

and flexible

Travel planning and booking on

smartphones has potential to

increase, and will do so as we see

improvements in device and mobile

site functionality

Few travel activities are

device-specific, with both broad

and focused activities completed

on all screen types

Sequential screening is prevalent for

most travel activities, with the

common path being between

computer and smartphone

Primetime for travel planning on

computers/tablets is in the evening,

while on smartphones it’s in

the afternoon

Travel-related ads garner strong

recall and actions when viewed on

smartphones

4

3


The Internet is used across all phases of travel planning

– and nearly always during research and purchase

The time when you

identified you wanted or

needed to book travel.

INSPIRATION

The time when you actively

looked and researched your

trip or travel plans.

RESEARCH

The time when you

booked your trip.

PURCHASE

Any behavior you may have

participated in during your

trip.

EXPERIENCE

Any behavior you may

have participated in after you

took your trip.

POST-TRAVEL

74%

97%

95%

71%

67%

Internet Usage Across Travel Phases

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Please think about how you used the Internet to

gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?

Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.


Travelers rely on the Internet most heavily

for information: navigation, pricing, and reviews Online Travel Activities

Looked up maps or directions 67%

Looked for or compared pricing information

Looked up a restaurant/hotel… at my destination

Looked up my booking or itinerary information

Looked for travel promotions or deals

Read reviews (of other travelers, professionals)

Looked for destinations to visit or vacation ideas

Checked into my hotel, flight… / Used a digital ticket

Communicated about my trip on a social network

Checked or redeemed my loyalty program points

Made changes to my reservation/booking

Requested info be sent to me about an upcoming trip

Downloaded a travel-related app

Watched or posted travel-related online video

66%

62%

60%

58%

55%

54%

45%

34%

32%

25%

24%

21%

15%

NET: Pricing,

promotions

or points

82%

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Which of the following activities, if any, did you engage

in online in the last 6 months for your personal or leisure travel planning/booking?



For travel planning and booking, search engines

are the leading source of information

Brand, company

sites or apps

39% Price comparison

Travel sites or apps

37% Review sites

or apps

36% Social networking

sites or apps

30%

Search Engines

59% Online travel agencies

51% Map sites or apps

51%

Online Sources of Travel Information (Any Device)

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Which websites or applications ("apps") did

you access in the last 6 months for your personal or leisure travel planning/booking?

Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone

usage.


Travelers use more than one type of device in the travel

planning and booking process

Types Devices used for Planning/Booking

Computer/Tablet Smartphone

97%

22%

97%

27%

93%

24%

92%

37%

93%

26%

85%

31%

84%

35%

Air Travel Accommodation Car Rental Vacation Activities Cruise Tours Rail/Bus Travel

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device and Component Included in Trip (534-4147). Q. Which of the following

devices, if any, did you use to look for information while planning or booking each of these trip components? Please think of any information you looked for

before, during or after booking (e.g., destination research, hotel information, booking information, price comparisons, activities) in the past 6 months.



Travelers use more than one type of device in the travel

planning and booking process

Types Devices used for Planning/Booking


97%

22%

97%

27%

93%

24%

92%

37%

93%

26%

85%

31%

84%

35%

Air Travel Accommodation Car Rental Vacation Activities Cruise Tours Rail/Bus Travel

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device and Component Included in Trip (534-4147). Q. Which of the following

devices, if any, did you use to look for information while planning or booking each of these trip components? Please think of any information you looked for

before, during or after booking (e.g., destination research, hotel information, booking information, price comparisons, activities) in the past 6 months.



Computer/Tablet travel planning

tends to be centralized in the home Location of Device Usage for Travel Information


At home At work While travelling Airport In a restaurant

39%

42%

94%

59%

18%

45%

26%

58%

17%

50%

On the go In a store

13%

64%

7%

41%

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used the Device for Travel (PC: 4874; Smartphone: 2034; Tablet 1175).

Q. Where were you when you used your devices to access any travel-related information for your personal or leisure trips?



Travelers switch between devices for both exploratory activities

(e.g. vacation ideas) and goal-oriented tasks (e.g. maps)

“Sequential” Device Activities

Looked for destinations to visit or vacation ideas 47%


Looked up maps or directions


Looked up a restaurant/hotel/attraction at my destination





Requested more info be sent to about an upcoming trip


Checked into my hotel, flight, cruise / Used a digital ticket


Checked or redeemed points/frequent flier miles, etc.

47%

45%

43%

43%

43%

40%

36%

35%

31%

30%

29%

28%

27%

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Engaged In Specific Online Travel Activity and Sequential Activities (floating base:

706-2778). Q. Which of the following activities, if any, did you start on one device and continue or finish on another device?



While websites are used most often, 3 in 10 tablet &

smartphone-using travelers turn to apps frequently

Use of Websites vs. Apps on Smartphone

69% Use Websites

more frequently

27% Use both Websites

and Apps equally

4% Use Apps

more frequently

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used Smartphone for Travel (2400). Q. Thinking about the travel-related

information you accessed in the past 6 months, did you use...?



The increased usage of smartphones for travel has

enabled flexibility and spontaneity for travelers

Impact of Smartphone on Travel Planning/Booking Process

Gives me access on-the-go

Allows me to be spontaneous (e.g., make last minute reservations)

Allows me to make quick decisions

Makes planning easier

Makes planning more efficient/faster

Lets me make more informed decisions

75%

51%

46%

42%

40%

38%

Opportunity to increase

conversions on

smartphones by

catering to travelers

making swift decisions

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Used Smartphone For Travel (2034). Q. In which of the following ways has using your

smartphone impacted your travel planning and booking process (compared to when you did not use one)?



The Internet is used across all phases of travel planning

– and nearly always during research and purchase

The time when you



INSPIRATION




RESEARCH

The time when you

booked your trip.

PURCHASE



trip.

EXPERIENCE



took your trip.

POST-TRAVEL

74%

97%

95%

71%

67%

Internet Usage Across Travel Phases

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008). Q. Please think about how you used the Internet to

gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?



The time when you



INSPIRATION




RESEARCH

The time when you

booked your trip.

PURCHASE



trip.

EXPERIENCE



took your trip.

POST-TRAVEL

Smartphones are used heavily in the trip and

post-trip phases of travel, but also for research Smartphone Usage Across Travel Phases

39%

47%

27%

75%

58%

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Use Smartphone for Travel (2034). Q. Please think about how you used the

Internet to gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?



Device limitations and preference for other devices

are the greatest barriers to booking on smartphones

Reasons for Not Booking Via Websites/Apps on Smartphone

I prefer using another device (e.g., computer,

tablet) to make purchases or transactions

It takes too many steps / too much time to

enter my information on a mobile screen

It’s difficult to enter my information

or ensure that it’s being captured

I’m concerned about privacy or security

I can’t find all the information I need

from mobile websites/apps

I didn’t want charges for data usage

58%

38%

31%

21%

13%

9%

I prefer transacting in-store or over the phone

I didn’t have service/Wi-Fi at the time

The website or app from which I wanted

to book didn’t give me the option to do so

8%

5%

4%

Opportunity to increase

mobile bookings with

more streamlined and

user-friendly sites/apps

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Did Not Book on a Smartphone or Booked by Calling (4460). Q. For which

reason(s) did you not book your personal or leisure trip(s) on your smartphone / smartphone using websites or apps in the past 6 months?







tablet) to make purchases or transactions

It takes too many steps / too much time to

enter my information on a mobile screen

It’s difficult to enter my information

or ensure that it’s being captured

I’m concerned about privacy or security

I can’t find all the information I need

from mobile websites/apps

I didn’t want charges for data usage

58%

38%

31%

21%

13%

9%

I prefer transacting in-store or over the phone

I didn’t have service/Wi-Fi at the time

The website or app from which I wanted

to book didn’t give me the option to do so

8%

5%

4%









tablet) to make purchases or transactions 58%




27%

95%

Internet

Smart phone


What’s Next


ENTERING A NEW WORLD

Of six screens (yes, six!)

[WEARABLE] [MOBILE] [TABLET] [DESKTOP] [IN-CAR] [TV]


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