Travel Marketing Pros Plan to Increase Mobile Spending in 2012
According to an annual survey, travel marketing pros plan to increase their mobile efforts in 2012. This study included airlines, agents, tour operators, hotels, tourist boards, car rental, rail, travel insurance, publishing and cruise companies. It found that, while 20% of travel companies will keep mobile spending the same, 54% will be raising the bar. Here are some additional quick stats from the research:
Upcoming Priorities:
- 83% of travel marketing professionals report they are increasing overall digital marketing spend
- The biggest priority in content development for nearly a third of them is driving conversions (32%) and attracting search traffic (27%)
- Building brand is a top priority for their content by 16% in 2012
Mobile Apps:
- 79% of travel marketing professionals plan to develop iPhone apps in 2012
- Nearly half of the travel marketing companies already have an iPhone app
- Another 30% of companies will support the platform
- 39% already have an iPad app; 36% will support one in 2012
- Only 35% of travel marketers currently support Android smartphones; 33% plan to
Although mobile spending is projected to grow in 2012, it is still only the third most popular are for growth plans for travel marketing investments. Even more likely to see greater investment dollars include social media marketing (65%) and brand content (55%).
Mobile Passes Print in Time-Spent Among US Adults
NEW YORK (December 12, 2011)—US adults now spend more time on mobile devices each day than they do with print media, according to a new forecast by eMarketer. Meanwhile, time spent watching traditional TV—whether live or recorded on a DVR or DVD—is also increasing, despite industry fears of online encroachment and consumer “cord-cutting.”
The average adult consumer has spent 4 hours and 34 minutes each day watching TV and video on a traditional television set this year, up 10 minutes from last year, eMarketer estimates.
Time spent with the internet and mobile phones was also up—by 7.7% and 30%, respectively—and while adults are spending less time than last year with radio and print publications, the increases to TV and digital also mean an increase in total time spent with media, to 11 hours and 33 minutes.
Mobile’s 30% jump from 2010 helped propel it past the 1-hour-per-day mark, compared to just 44 minutes with print magazines and newspapers combined…Continue
Americans and Mobile Computing: Key Trends in Consumer Research
Holiday Retailing Frenzy: How IBM Spots the Trends
by Steve Hamm for A Smarter Planet
When it comes to mobile shopping this holiday season, there will be no place for the makers of smartphones and tablet computers to hide. Analysts will be able to detect not just the brand of the device from which a consumer forays to retailing Web sites; they’ll know what model each shopper is using.
This bit of intelligence comes from John Squire, chief strategy officer–smarter commerce, for IBM. Squire is the maestro behind the annual IBM Coremetrics Benchmark campaign–which monitors shopping activities on more than 500 US retailing Web sites and lesser numbers of sites in other countries. Each year, Squire and his team issue a series of updates during the crucial Black Friday and Cyber Monday shopping days. And, this year, the data will be made public in rapid-fire mode. If you have a large appetite for online retailing data, check in frequently at #holidayretail on Twitter.
Mobile shopping is expected to be hot this season. Squire expects about 12% to 15% of transactions on retailing sites to come from mobile devices, up from 4.5% during last year’s holiday shopping season. “We can detect exactly what device they’re using–the exact device,” he says. “That information can help retailers decide how to invest in enhancing the mobile shopping experience.”…
