Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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Relatively few respondents felt that they had an excellent understanding of the
technologies involved, with a large cluster around average in all regions, though less
pronounced in Asia. One of the major themes of the survey was that respondents felt
that they needed more education and demonstrations of what can be done with the o
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technologies; this is discussed in more detail below. On the whole it is understood that
M
companies “need to be up to speed from a technology standpoint” and there is a need to
“educate buyers of technology on use and implementation as well as ROI”. Within Travel
there is a lack of understanding towards technological requirements when it comes to
Mobile and companies are unsure how to evaluate costs and ROI. Therefore the industry
is looking for education on the benefits of mobile technology and best practice.
Understanding consumer behaviour...
Figure 2.28: How well do you feel you understand consumer behaviour when
considering “mobile” as a strategy?
Global US UK Rest of Western Europe Asia
4
0
.
1
%
40%
3
6
.
5
%
9
%
3
4
.
35%
3
2
.
9
%
3
3
.
6
%
3
0
.
7
%
3
0
.
0
%
30%
2
8
.
4
%
2
7
.
0
%
25%
2
2
.
4
%
.
3
%
20%
7
%
1
8
1
6
.
15%
%
5
%
1
1
.
.
0
%
1
1
.
8
%
1
1
.
7
%
10%
9
.
5
%
1
0
.
4
%
9
.
5
%
1
0
.
7
%
1
0
8
.
6
8
.
7
%
7
.
2
%
2
% 7
.
1
%
5
.
4
%
3
%
5%
4
.
2
.
6
%
%
6
% 4
.
% 3
.
2
%
1
.
4
%
.
9
%
2
.
2
.
0
%
0
.
3 1 1
.
4
2
.
1
%
0
.
0
%
0
.
8
%
0
.
0
%
0%
0
.
0
%
Terrible Very poor Quite poor Just below Average Quite good Very good Excellent
(1) (2) (3) average (5) (6) (7) (8)
(4)
Source: EyeforTravel Research 2009
Many respondents commented throughout the survey that they were unsure of how the
customers themselves felt about mobile technology and levels of penetration in their
customer base. From a strategic point of view respondents felt that they needed more
information about not only current users but potential users, and the overlap between
those who have access to and a desire to use the technology and those who regularly use
travel services. And, of course, what information they want or would find useful.
Travel companies continuously strive to figure out the behaviour of online travellers
in order to provide the most effective products and services. Therefore, aiming for an
understanding of a whole new technology is a challenge that most companies are very
aware of. It is realised from experience on the PC internet that it is very hard to develop
appropriate strategies when unsure of the needs and desires of the end buyer, which of
course are constantly changing and highly fragmented. Further information about the
behaviour of mobile users and travel consumers will be found in Volume 3, Mobile
Technology in Travel Report: The Update (May 2009).
70 71
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