Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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2.5 How viable is Mobile in Travel considered?
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Marketing?
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Figure 2.13: How do you view the viability of mobile devices in the travel &
tourism industry for marketing?
Global US UK Rest of Western Europe Asia
30%
2
7
.
0
%
25%
.
1
%
2
2
2
1
.
4
%
%
1
%
20%
4
%
1
9
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1
8
.
2
1
8
.
%
.
1
%
1
6
.
4
%
1
6
.
2
%
% 6
%
1
6
.
2
%
.
3
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1
5
.
6
1
5
.
.
3
%
15%
1
5
1
4 .5
%
1
5
.
1
1
4
.
2
%
1
% 1
3
.
3
%
1
3
.
5
%
1
1
1
0
.
7
%
1
0
.
8
%
1
1
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4
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10%
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. 9
.
9
%
1
0
.
4
%
8
.
3
%
8
%
1
%
8
.
8
%
9
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3
%
7
.
7
%
9
7
.
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%
7
.
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7
.
7
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6
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4
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.
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3
.
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3
.
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.
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.
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%
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1
. 2
.
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2
.
4
%
4
%
2
.
1
.
6
%
1
.
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1 2 3 4 5 6 7 8 9 10
Low High
Source: EyeforTravel Research 2009
Respondents were asked to rate the viability of mobile devices in travel and tourism
for various uses. The regional differences were in line with current industry experience
(as indicated earlier in the report) - for example, when asked about marketing, our
respondents in Asia were much more optimistic than the rest of the world, perhaps
reflecting that higher level of existing involvement mentioned earlier. Obviously, if one is
already doing mobile marketing one is more likely to have grounds to believe it a viable
channel or not.
Also a factor important to consider is that in many countries in the region, wired
infrastructure is considerably weaker, meaning that many consumers do not have a PC
and make their mobile device their primary point of contact. Hence, more so than in the
West, the potential additional reach of mobile devices is very large in APAC particularly.
56 57
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