Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
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Figure 1.44: Percentage of Users that accessed Information and/or News nearly once
a day (3 month average ending in labeled month)
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Italy UK EU5 US France Spain Germany
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10%
9.2% 9.3%
9.4% 9.3%
9.1%
9% 8.6%
8.7%
8%
7.0%
7%
6.4%
6%
5.5%
5.0%
5%
5.0%
4.4%
4.5%
4.4%
4.0% 4.1%
4%
3.8% 3.8%
4.0% 4.0%
4.0% 3.5% 4.0%
3.8%
3.2% 3.2%
3.2%
3%
3.0%
3.6%
2.8%
2.5%
3.2%
3.0% 3.2%
2.8% 2.8% 2.9%
2%
2.4%
2.7%
2.5% 2.6%
2.3%
2.1%
2.3%
2.2% 1.9%
2.1%
1%
1.7%
0%
March Jun Sep Dec Mar Jun Sep
07 07 07 07 08 08 08
Source: M:Metrics
The proportion of users who access news and/or information on their mobiles every day
follows a similar trend to that of users that access the same information at least once in
a month. EU countries show an increase in the second and third quarters of 2008. With
the exception of Italy, all countries show their highest percentage in the latest examined
period. The UK shows a stronger increase than was seen in the monthly figures above,
whilst the US shows strong continuing gains with the percentage of users who access
news and/or information every day nearly doubling over the examined period.
The above overview of these Mobile markets illustrates some significant developments
over the recent period and begins to offer some insight into mobile users within the
individual markets. In Volume 2, Mobile Technology in Travel Report: The Detail (to
be published by EyeforTravel Research in April 2009), we take a really close look at the use
of Mobile in travel specifically.
We are busy working with some of the industry’s most innovative companies to find out
what they have been doing in the Mobile space and will present some fascinating and
invaluable case studies in the next edition of this report.
We will also be providing detailed research findings about various technologies that have
been developed to help enable companies to take advantage of the growth in mobile use
and be able to introduce you to some of the key solution providers.
Volume 3, Mobile Technology in Travel Report: The Update will look more closely at
the mobile consumer and help to identify some of the impacts Mobile may be having
on the travel buying cycle (this report is to be published in May 2009 and available free
of charge to those travel suppliers and intermediaries who attend The School of Mobile:
Mobile Zone at the Travel Distribution Summit Europe in London on 19th – 20th May).
44 45
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