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Methodology Mobile Technology in Travel - The Introduction
Methodology
al Mobile Mark
Chapter One:
Methodology Glob
The aim of this chapter is to examine mobile markets generically in order to identify how
and where the consumer use of mobile technology is developing. We look at data on a
regional basis and also at some individual markets. Statistics compiled from secondary
research sources form the basis of Chapter One. The data has been compiled by
EyeforTravel Research from a compilation of published data sources and then validated
and cross analysed to determine relevant facts and trends. All secondary sources have
been referenced and permissions obtained where necessary.
The second section of Chapter One examines some demographic details about the
consumers using mobile and some introductory behaviour trends in some of the leading
travel markets but limited to available data. All data in this section was sourced from M:
Metrics and analysed by EyeforTravel Research. The M:Metrics data is compiled from
a representative sample of mobile users in each market and statistically expanded to
the total market. This data does not cover mobile subscriptions but shows trends and
breakdowns for unique mobile users.
It is important to note that the ‘EU market’ referred to in this chapter is the consolidation
of the following countries: The UK, France, Germany, Spain and Italy and does not
represent the entire European Union.
Chapter Two:
EyeforTravel research conducted an online survey amongst the travel industry between
October and November 2008 with the aim of investigating the industry’s attitude towards
Mobile. We analysed 820 complete survey responses which represented travel supplier
and intermediary participants. The respondents included employees from companies
across all travel sectors (including Airlines, Hotels, Car Rental companies, Online Travel
Agents, Tour Operators, etc.), predominantly in upper management levels.
It should be noted that as participants were invited from EyeforTravel’s client base, the
majority are likely to be of a relatively digital savvy nature, and perhaps more advanced
in e-commence terms than the average travel company around the world. We would
therefore expect the results to be somewhat different if respondents included all the very
small enterprises in Travel and also a higher volume of respondents from less digital parts
of the world. So while we consider the audience to be very widely representative, across
the industry, within organisations and the globe, proportions should not necessarily be
considered representative of the travel and tourism industry as an entirety, but those who
are already fairly active online.
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