Digital Marketing Matters Digital Marketing Matters - Summary Report | Page 11

WEBSITE ASSESSMENT UNPACKED

2 . How many businesses have mobile friendly websites ?
Smartphones have enabled new consumer behaviour , which represents both unique challenges and opportunities to businesses operating in the tourism industry .
The evidence is clear : businesses that get more share of wallet are those enabling more relevant and timely interactions via mobile device .
“ Research shows that 57 percent of mobile users will abandon your website if it takes more than 3 seconds to load , and 30 percent will abandon a purchase transaction if the shopping cart isn ’ t optimised for mobile devices .” ( Vivid Social Research Division , Nov 2015 )
“ 85 % of leisure travellers decide on activities only after having arrived at the destination . Nearly nine out of 10 travellers expect their travel provider to share relevant information while they are on their trip . And 67 % of travellers feel more loyal toward a travel company that shares information during their trip that improves their travel experience .” ( Think with Google , 2016 )
“ Fifty-four percent of leisure travellers and 69 % of business travellers say that mobile limitations or mobile usability are their main reasons for booking on another device . Not only do you face travellers switching devices , you also risk losing customers to competitors . Eighty-eight percent of travellers with smartphones would switch to another site or app if yours doesn ’ t satisfy their needs .” ( Think with Google , 2016 )
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