The School of Mobile Vol. 2 - The Detail Chapter 1 - Introduc�on
1.2 Who is the mobile traveller?
oduction
The mobile travel market is rapidly evolving, rapidly increasing and hungry for new innova�ons,
Intr
offerings and solu�ons that will make their life easier and provide instant on the go func�onality.
They are not interested in half-baked mobile websites that waste their �me, are slow and don’t work
properly. They don’t want to download applica�ons that are not compelling and their a�en�on span
is short and they will very quickly move on to something novel as soon as it comes along. They want
to be able to engage and interact with their favourite travel brands. To keep the mobile traveller loyal
it is important to be able to an�cipate their needs and preferences and be able to be a constant and
always valuable companion through their mobile device. They want to be able to access services
at all �mes as they move through the travel buying cycle (more to come on this soon) and be
supported. They open to receiving highly targeted and relevant offers and marke�ng but it really has
to be relevant or they will be offended that you have invaded their personal space.
What follows is a taster of the work that EyeforTravel research is doing to create an in-depth picture
of the mobile Travel market. The third report will focus on these consumer insights and we are
also working with focus groups from around the world and undertaking detailed primary research
and sta�s�cal analysis to move beyond basic demographic informa�on so as to provide genuinely
insigh�ul informa�on on who is the mobile traveller and what do they want from you as a travel
or tourism company. If you as a travel company have developed a mobile offering and would like
to help us to build this picture by providing data that will help us, please contact us and we can
incorporate it into our research on an aggregate basis.
We will now look at some cu�ng edge m:metrics data on Age, Gender and Income breakdown
across Europe and the US for consumers that are using travel-related mobile services and offerings
delivered via the mobile internet, applica�ons and messaging.This is a good star�ng point to begin
to sketch out who the mobile traveller is in these markets. More to come, watch this space!
Keep your eye out for the next Mobile Technology in Travel Report: The Consumer for a more in-
depth look at the mobile traveller.
Mobile traveller demographics
Figure 1: Age breakdown by type of browser access and country
13-17
100%
8% 7%
5%
3%
18-24 90%
11% 11% 11%
14% 16%
16%
16%
25%
12%
12% 18% 17%
12%
11%
29%
28% 26%
29%
25-34 80%
12% 14% 12%
16%
13%
14%
35-44
70%
20%
20% 13% 13%
21%
20% 24%
45-54
18% 21%
17% 16%
60%
16%
21%
22%
17%
55+
25% 24%
25%
28%
28%
50%
24%
18%
27% 33% 19%
19%
31%
26%
20%
A: All mobile
40%
27% 21%
33%
25%
19% 26%
subscribers
24%
30% 18%
16% 17%
18%
21%
22%
23%
B: Any news 18%
17%
20% 21%
20% 20%
20% 13% 23%
or info 13% 12%
12%
13%
10%
16%
10%
14%
13%
15% 9%
10%
C: Accessed 15%
8% 10% 9% 8% 8% 8% 0%
13%
8% 10%
0%
5%
1
6% 7%
4%
6%
9%
7%
travel service
A B C A B C A B C A B C A B C A B C
US UK France Germany Spain Italy
Source: m:metrics
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