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Traveler Technology Trends
November 9, 2011 A PhoCusWright Webinar
Presenter:Carroll Rheem
Director, Research
Moderator:Cathy Schetzina
Senior Research Analyst
Sponsored by:
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Traveler Technology Trends
AttitudesMobile
Social
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Statement: I Tend To Be an Early User of NewTechnologies
Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
17%
30%
23%
19%
11% Strongly Agree - "Cutting Edge"
Slightly Agree - "Early Adopters"
Neutral/Unsure - "Mainstream"
Slightly Disagree - "Late Adopters"
Strongly Disagree - "Resisters"
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Statement: I Tend To Be an Early User of NewTechnologies, by Age
Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
18%22% 24%
34%
41%
49%
23%20%
23% 25% 24% 22%
59% 59%53%
41%
35% 29%
18-24 25-34 35-44 45-54 55-64 65+
Resister/Late Adopter Mainstream Early Adopter/ Cutting Edge
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U.S. Online Travelers
Technology Adoption
Percentage of Total Online
Travelers
Web-EnabledDevices Owned
(Average)
Percentage withSmartphones
Annual Leisure TripFrequency(Average)
Annual Leisure Spend(Average)
Late Adopters/Resisters 30% 2.1 27% 2.9 $2,844
Mainstream Users 23% 2.4 43% 2.7 $2,328
Cutting Edge/ EarlyAdopters 47% 3.2 71% 3.3 $3,712
Travel Behavior, by Technology Adoption
Question: Please indicate how much you agree or disagree with the following statements, “I tend to be an early user of new te chn ologies”. Select one for each statement . Which of the following Web-enabled devices do you own/use? Please select all that apply . Which of the following, if any, have you doneonline (via computer or mobile device) for your leisure travel in the past twelve months? Please select all that apply . In the past 12 months, how manyovernight trips of each type did you take that required the purchase of travel products (such as airline tickets and hotel rooms) ? Count each of your tripsonly once. What was the total amount your household spent on travel components (including airline tickets, paid accommodations, car rental, cruisetickets, railway tickets) for travel over 75 miles of your N leisure trips in the past year. Enter whole number without $ sign . What is your approximatehousehold income? Select One .Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to roundingSource: PhoCusWright's Traveler Technology Survey 2011
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General Statements Privacy Versus Convenience
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Statement: I Do Not Mind Companies Collecting GeneralInformation About Me to Provide Better Service (by Age)
Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
17%20%
27%32% 33% 35%
26%31% 32% 29% 32%
28%
58%
49%
41% 39%35% 37%
18-24 25-34 35-44 45-54 55-64 65+
Strongly/Slightly Disagree Neutral/Unsure Strongly/Slightly Agree
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PhoCusWright’s Creepy Line 2011 (Actual)
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PhoCusWright’s Creepy Line 2012 (Forecast)
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General Statements
Going “Off the Grid”
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Statement: I Like to Go “Off the Grid” (Detach fromComputers/Mobile Phones) Whenever I Can, by Age
Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
47%
38%41% 39%
37% 38%
19%24% 22%
26% 26%29%
34%38% 37% 35% 37%
33%
18-24 25-34 35-44 45-54 55-64 65+
Strongly/Slightly Disagree Neutral/Unsure Strongly/Slightly Agree
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Normal?Or Nuts?
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Statement: I Like to Detach from Computers/MobilePhones Whenever I Can
Question: Please indicate how much you agree or disagree with the following statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
29%
36%
48%
29% 29%
19%
42%
35% 33%
Resister/Late Adopter Mainstream Early Adopter/ Cutting Edge
Strongly/Slightly Disagree Neutral/Unsure Strongly/Slightly Agree
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© 2011 PhoCusWright Inc. All Rights Reserved. 19
Leisure Travel Planning Statements
Question: Please indicate how much you agree or disagree with the following leisure travel-related statements.Base: U.S. online travelers (N=1,948)Source: Traveler Technology Survey 2011
82%
22%
12%
25%
6%
53%
I can find everything I need to plan andbook my vacations on the Internet
I have developed a travel planning routinefrom which I do not deviate
Strongly/Slightly Agree Neutral/Unsure Strongly/Slightly Disagree
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Traveler Technology Trends
AttitudesMobile
Social
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© 2011 PhoCusWright Inc. All Rights Reserved. 21
More Devices, MorePlatforms, More
Interfaces
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Polling Question
Which of the following web-enabled devices grewthe most in ownership in 2011?
a. Video game consolesb. Tabletsc. e-Readers
d. Portable music/video players
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17%
13%
4%
6%
21%
18%16%
12%
Web-enabled videogame console
Web-enabled portablemusic/video players
E-readers Tablets
0%
5%
10%
15%
20%
25%
2010 2011
Ownership of Web-Enabled Devices
Question: Which of the following Web-enabled devices do you own/use? Select all that apply. Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011
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What about me?:-(
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Smartphones are OfficiallyMainstream
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65%
37%
35%
63%
18-44 45+
Feature Phone Only
SmartPhone
Smartphone Ownership, by Age
Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option . How old are you?Base: U.S. online travelers who use a mobile phone (2010, N=715) (2011, N=1,885)Source: PhoCusWright’s Traveler Technology Survey 2011
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© 2011 PhoCusWright Inc. All Rights Reserved. 28
Apple Takes a Bite out of BlackBerry
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Ownership of Smartphones, by Manufacturer
Question: Please indicate what type(s) of mobile phone(s) you currently have. Select one phone type from the drop down list next to each appropriate phone option .Base: U.S. online travelers who use a mobile phone (2010, N=715) (2011, N=1,885)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011
10%
16%
7%
5% 5%4%
3% 3%
18%
12%
9% 9%
5% 5%
1% 1%
Apple Blackberry Samsung HTC LG Motorola Nokia Palm
2010 2011
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Put Yourself in
The Traveler’sShoes
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79%62%
43% 42%
6%
10%
12% 9%
View maps/get directions Research local activities such
as restaurants and shows
Research travel products
such as hotel rooms orflights
Reference existing travel
reservation information
Have done in past 12 months Likely to do in the next 12 months and have not in the past
Activities Conducted Via Mobile Phone
Question: Please indicate which of the following travel-related activities you have done online using your mobile phone in the past 12 months, and throughwhich medium. Select all that apply for each row . Which, if any, of the following online travel-related activities (which you have not done in the past 12months) are you likely to do in the next 12 months using your phone?Base: U.S. online travelers who access mobile Internet using a mobile phone (N= 1,125)Source: PhoCusWright's Traveler Technology Survey 2011
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Practicality Is the Priority
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Traveler Technology Trends
AttitudesMobile
Social
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© 2011 PhoCusWright Inc. All Rights Reserved. 34
Polling Question
What percentage of travelers participate in atleast one online social network?
a. 70%b. 79%c. 84%
d. 91%
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21%
79%
30%
70%
Do not participate in any online socialnetworks
Participate in at least one online socialnetwork
2010 2011
Participation in Online Social Networks
Question: In which of the following online social networks, if any, have you actively participated in the past 12 months?Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011
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Even GrandmaIs on Facebook
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90%
77%67% 68%
47% 49%
66%
93%
82% 80%70% 67%
54%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55-64 65+ Average
2010 2011
Facebook Participation, by Age
Question: In which of the following online social networks, if any, have you actively participated in the past 12 months? How old are you?Base: U.S. online travelers (2010 N= 792)(2011 N=1,948)Source: PhoCusWright's Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011
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Travel Brands Should Aim tobe More “Likable”
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84%
83%
78%
29%
43%
33%
"Like" or "follow" a company on a social network
Post comments/photos on a social network athome or work
Solicit tips/advice from "friends" on a socialnetwork
Have done generally Have done in relation to travel
Social Media Activities, General and Traveler Related
Question: In the last 12 months, which of the following activities have you done on an online social network generally and/or specifically related to travel?Please select all that apply for both columns.Base: U.S. online travelers who are active users of online social networks (N=1,454)Source: PhoCusWright's Traveler Technology Survey 2011
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Presenter:Carroll Rheem
Director, Research
Moderator:Cathy Schetzina
Senior Research Analyst
Questions?
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Related Releases:
Go towww.phocuswright.com/products
for more information!
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Thank You!• Today’s Webinar deck and recording will be emailed in a
few days to all registered attendees
• Interested in becoming a subscriber? Send an email [email protected]
• Please fill out the short survey – thank you!
Sponsored by:
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17%
39%
35%
8%
1%
1 person (myself)
2 people
3-4 people
5-6 people
7 or more people
Household Size
53%
21%
18%
5%
2%
0%
0%
None
1
2
3
4
5
More than 5
Children in Household
Household Size and Number of Children in Household
Question: How large is your household? Select one. How many children live in your household?Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright's Traveler Technology Survey 2011
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33%
25%
20%
10%
4%
2%
Under $50,000
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 - $199,999
Over $200,000
Household Income
0%
13%
35%
33%
14%
4%
Less than high school
High school graduate
Some college or Associate'sdegree
Bachelor's degree
Master's degree
Doctorate or professional post-graduate degree
Education Level
Household Income and Education Level
Question: What is your approximate household income? What is the highest level of education you completed?Base: U.S. online travelers (N=1,948)Note: Totals may not add to 100% due to rounding.Source: PhoCusWright's Traveler Technology Survey 2011