- Tourism Market Research
- No comments
“Should we invest in social media, apps and optimise our website? Or is all this not relevant for our audience anyway?”
There is much debate among many of our clients in tourism marketing about what the mobile revolution means for their business. To answer some of these questions, we have surveyed 1,000 recent visitors to various British destinations about their use of mobile devices whilst travelling and are publishing the findings in a series of blogposts.
Our research shows that the vast majority of tourists in Britain, 81% on average, own a smartphone and 64% own a tablet computer.
It is interesting to see that smart-phones are less popular among older age groups whilst tablet computers, conversely, are less popular among younger folk. It is also interesting to see the extent to which the 45-54 segment rely on tablet computers. These results highlight different marketing opportunities for different mobile device audiences.
It is also important to bear in mind further differences between tablet and smartphone users. Smartphones are most likely to be personal devices, not shared with others, whilst tablets are more likely to be shared, typically, between couples or families.
Smartphones are used for accessing information quickly; they are also being used for texting and (well, obviously) phoning people. This implies they are used for communication and for all kinds of small and quick tasks that can easily be conducted on a small screen.
Our survey among visitors in the UK finds that most smartphone users use Google’s Android operating system before Apple’s iOS. (There were some notable differences though by origin: for example, visitors from North America were much more likely to use iOS whilst visitors from Europe were more likely to use Android). Considering the operating systems used by mobile travellers is important as Apple users tend to download more apps than Android users and are also more likely to pay for apps. Simply put, there may be more money in Apple users.
Mainly due to their bigger screens and, in most cases, their inability to receive texts and phone calls, tablets are generally used for different tasks compared to smartphones: they are more likely to be used for consuming more information (e.g. ebooks and magazine and newspaper articles). Not being taken everywhere, they are not as ‘mobile’ and, as stated earlier, are more likely to be shared devices compared to smartphones.
In contrast to what we found for smartphones, the majority of tablet users use iOS as their operating system and only a third use Android. (However, again differences by origin were apparent as visitors from the UK, North America and Australia were much more likely to use iOS, whilst visitors from Europe most commonly use an Android based operating system.)
So here are some key findings for you as a tourism marketer: Most importantly, your marketing will be more successful if you treat smartphones and tablets as two marketing opportunities:
Bear this in mind when targeting smartphone users:
- Your target is more likely to be young
- Your target is more likely to be an individual
- Your target is less likely to digest much information
- Your target is slightly more likely to be an Android user
Bear this in mind when targeting tablet users
- Your target is likely to be older
- Your target is more likely to be a group
- Your target is prepared to consume more information than a smartphone user
- Your target is more likely to be an iOS user
Return to this website on 19th January for how visitors are using apps.
About LJ Research
LJ Research is a full-service market research agency based in Edinburgh, Scotland undertaking quantitative and qualitative market research. LJ Research is a tourism specialist who conducts various types of travel research and tourism research, including visitor surveys and hotel research. See here for more information.
About this study
Between September 2014 and December 2014 LJ Research surveyed 1,000 visitors about their usage of mobile devices during their holidays. The sample is comprised of respondents who have visited Edinburgh, London, York, and other destinations.
In following posts, we’ve talked about…