Technology and Social Media Foresight issue 152 VisitBritain Research 1
Contents 1. Introduction 2. Summary 3. General social media and technology use 1. Social networks used 2. Social media activities 3. Technology ownership 4. Technology use on holiday 1. Staying connected on holiday 2. Sharing photos and videos 3. Using location technology 5. Social media use on latest holiday 6. Writing and using reviews 1. Reviews on social media 2. Accessing reviews using a smartphone 7. Technology barriers 1. Cost of using a smartphone abroad All icons used are from flaticon.com 2
1. Introduction This edition of Foresight explores how international travellers use social media and technology when they travel. This analysis comes from a research study carried out by VisitBritain and research agency Ipsos in spring 2016. International travellers from 20 different markets were interviewed, and are either previous visitors to Britain, or would consider visiting in the future. The study took place online, amongst international travellers, residents of the following markets: Australia, Brazil, Canada, China, Denmark, France, Germany, India, Italy, Japan, Netherlands, New Zealand, Norway, Russia, Saudi Arabia, South Korea, Spain, Sweden, UAE & USA. There are two other Foresight reports from this project, one on Researching and Planning (issue 150) and another on Booking a holiday (issue 151). 3
2. Summary (1/2) Facebook and YouTube are the most often used social media networks in European and English speaking long haul markets. There are some differences in social media usage in other long-haul markets: In Russia Vkontakte is more often used that Facebook or YouTube. In China, local social networks dominate, with little usage of global networks. In South Korea, Kakao is the most often used, followed by YouTube and Facebook. The most popular use for social media is to access news (53), followed by uploading photos or videos (47): Social media usage varies by age, those aged 18-44 are generally more active than those aged 45+. Smartphones are owned by 87 of international travellers, with ownership highest in South Korea (94), Spain (94) India (93), China (92). Lowest smartphone ownership in Japan (66). Digital cameras are owned by 74, tablets by 63, and selfie sticks by 23. Over two thirds (69) agree that they like to stay connected when on holiday. Three quarters agree that their smartphone is essential when they travel, and 56 say the same for their tablets. The majority (61) have shared photos of a holiday online, and 42 have done the same for video. Around a fifth have not shared photos or videos, but would be interested in doing so. Sharing content is highest in Brazil, Russia, India, New Zealand and USA, whilst lowest is in Japan. Over half have used location technology to find nearby places to visit, and a further quarter would like to try this. 4
2. Summary (2/2) Whilst on holiday, social media is most often used to keep in touch with home, followed by posting or uploading photos. Just under a third have used social media to look for recommendations on where to eat or drink. Holiday social media usage is lowest in Denmark, France, Germany and Japan. Reviews on social media are appreciated, as over half say that they trust reviews from other tourists. Writing reviews divides opinion, as while 42 enjoy writing reviews, a third do not. Women are slightly more likely to trust reviews, as are those aged 18-34 years old. Over half have used their smartphone to access reviews on attractions (56) or places to eat or drink (54). Women are slightly more likely than men to use their smartphone to access reviews, as are those aged 18-34 years old. Whilst many are happy to use their smartphones abroad, an overwhelming proportion (83) still wish that it was cheaper. The highest levels of concern about the of using smartphones abroad comes from Spain, Russia, France and Sweden. Travellers from South Korea, UAE, Denmark, Netherlands and Germany are less concerned. 5
General social media and technology use Footer Friday, October 6
Social media usage Facebook and YouTube are the most used social media platforms across European and English-speaking long-haul markets. Local networks are more widely used in China, South Korea and Russia. See the following slides for the top social media networks by market. using at least once a day (amongst those asked) Amongst all markets asked: 51 Facebook 26 YouTube 19 Instagram 18 Twitter 18 Google+ 13 Snapchat Russia only: China only: 54 VKontakte 78 WeChat 25 YouKu 41 Weibo South Korea only: 74 Kakao QS1: How often do you use the following social media platforms? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 7
Social media used Short-haul markets (1/2) Facebook YouTube Google+ Facebook has the most daily users, although YouTube has a higher proportion of users overall in Germany. Other top social platforms used are Google+, Instagram, Snapchat, Twitter and Pinterest. Twitter Instagram Snapchat Pinterest Top 6 per market, ranked by total usage Denmark 24 6 6 18 46 29 19 8 23 20 60 12 9 5 72 12 6 4 6 75 11 6 6 83 6 6 France 25 5 7 13 49 30 15 15 27 66 9 9 6 10 67 7 7 8 12 74 7 8 6 79 7 5 3 6 Germany 10 27 33 38 28 17 18 6 5 19 63 7 8 7 73 6 6 6 10 75 5 6 9 81 2 5 4 8 Italy 4 7 13 13 62 10 18 13 33 26 43 15 15 13 51 17 12 8 12 53 13 8 13 66 6 6 8 13 QS1: How often do you use the following social media platforms? Base: Denmark (500), France (600), Germany (554), Italy (600) Nb. Different social media networks asked per market At least once a day At least once a week At least once a month Less often Never 8
Social media used Short-haul markets (2/2) Daily Facebook usage is high, with over half in the below markets accessing the network at least once a day. Social media usage is high overall in Spain, with many accessing different networks several times a day. N-lands 4 19 6 18 55 16 17 19 17 30 55 11 11 7 16 61 11 9 6 12 67 Facebook YouTube Google+ 9 11 Twitter 10 67 Instagram Snapchat Pinterest LinkedIn Top 6 per market, ranked by total usage 8 8 12 Norway 3 20 6 16 55 25 16 9 22 28 58 23 10 4 60 16 8 7 8 61 8 7 8 16 70 4 9 7 11 Spain 11 5 29 27 8 11 37 62 18 17 29 11 8 49 10 20 13 9 48 10 13 13 16 54 7 11 Sweden 6 20 6 13 55 16 20 19 18 27 50 15 8 12 53 21 13 5 9 67 7 8 6 12 78 5 6 4 7 QS1: How often do you use the following social media platforms? Base: Netherlands (500), Norway (500), Spain (600), Sweden (500) Nb. Different social media networks asked per market At least once a day At least once a week At least once a month Less often Never 9
Social media used Long-haul markets (1/3) Facebook dominates in terms of daily usage, highest in the USA. YouTube also has high usage overall, although less frequent than Facebook. Social media usage is highest in the USA; over a third are using Facebook, YouTube, Pinterest and Twitter at least once a day. Australia 6 17 5 19 54 15 22 16 20 26 58 11 12 8 12 59 12 8 7 62 Facebook YouTube Google+ Twitter 8 12 8 10 64 Instagram Pinterest Top 6 per market, ranked by total usage 4 9 9 Canada 5 7 17 16 18 28 12 55 27 49 18 15 6 12 52 10 13 10 16 55 19 13 6 8 56 11 13 8 12 New Zealand 5 7 13 62 16 19 23 28 51 17 10 8 53 6 10 17 59 16 9 6 9 66 5 7 8 13 USA 5 10 67 9 12 28 37 33 5 8 17 37 34 12 15 26 35 7 8 16 34 38 10 10 21 21 QS1: How often do you use the following social media platforms? Base: Australia (600), Canada (600), New Zealand (600), USA (600) Nb. Different social media networks asked per market At least once a day At least once a week At least once a month Less often Never 10
Social media used Long-haul markets (2/3) Facebook and YouTube are used widely throughout all markets. Russia s primary social network is Vkontakte, which is used daily by over half. Instagram is used daily in by many in Brazil, Saudi Arabia and UAE, and Twitter has a lower proportion of users, and less daily users in all markets except Saudi Arabia. Brazil 26 4 7 59 10 81 10 7 20 48 8 7 18 38 48 19 Facebook Instagram Vkontakte YouTube Google+ Twitter 25 10 8 Snapchat Whatsapp Odnoklassiniki Top 6 per market, ranked by total usage 19 42 7 8 27 17 Russia 9 7 7 23 54 8 15 11 35 9 35 31 16 13 28 23 10 10 20 37 32 13 11 25 19 37 11 13 17 22 Saudi Arabia 12 30 6 3 49 5 5 8 15 68 18 7 10 25 40 10 16 10 25 39 9 13 12 33 42 12 24 21 20 UAE 7 233 85 4 4 7 15 71 3 6 12 35 45 7 39 6 35 15 25 31 15 9 15 24 38 QS1: How often do you use the following social media platforms? Base: Brazil (600), Russia (600), Saudi Arabia (347), UAE (253) Nb. Different social media networks asked per market At least once a day At least once a week At least once a month Less often Never 11
Social media used Long-haul markets (3/3) YouTube and Facebook have the highest usage in India and Japan India in particular has high daily usage of multiple networks. Three quarters in China are using WeChat at least once a day, and Kakao dominates in South Korea. China 5 4 9 5 12 25 16 78 45 13 12 7 27 Facebook Instagram Youku Kakao YouTube Iqiyi Weibo 41 Google+ Tudou Naver Band Twitter LINE WeChat 19 8 7 42 25 Top 6 per market, ranked by total usage 11 11 25 39 13 17 17 22 32 India 26 5 3 9 56 21 524 69 12 7 26 8 48 7 13 11 22 27 40 28 12 24 28 17 16 24 Japan 11 24 18 19 28 35 9 10 26 19 41 6 6 31 15 48 9 21 15 7 53 15 17 8 7 62 12 10 9 7 South Korea 6 4 6 12 74 11 16 10 34 31 10 12 13 24 41 28 15 18 19 21 30 13 13 24 20 38 16 11 19 15 QS1: How often do you use the following social media platforms? Base: China (600), India (600), Japan (600), South Korea (600) Nb. Different social media networks asked per market At least once a day At least once a week At least once a month Less often Never 12
Using social media Accessing news is the most common use for social media, and over half (53) are using it for this purpose. Just under half (47) are uploading photos or videos to social media, and 44 are liking other people s posts. 31 are accessing blogs, and 30 are sharing posts from other people or companies that they follow. A small proportion (7) don t actively use social media and just have a profile. Upload photos / videos 47 Share posts of other people 30 Engage in group chats 27 Enter competetions 22 Access news 53 Access blogs 31 Post about thoughts / feelings / opinions 28 Play games 26 Write blogs / opinion pieces 16 Like posts 44 Look for advice and help 29 Follow brands / companies 26 Follow celebrities 18 I just have a profile 7 None of these 9 QS4: Which of the following do you do when using social media? Base: All Respondents (11,400) 13
Using social media By age and gender Women are generally more likely than men to use social media in the ways listed below, with the exception of writing blog or opinion pieces. For those aged 18-34, the top social media activity is uploading photos or videos, liking posts and then accessing news which is top for those aged 35+. In general, those aged 18-34 are most active on social media, taking part in a range of activities. Almost one in five of those aged 55+ just have a profile, and do not partake in any social media activities. TOTAL Male Female 18-34 years 35-54 years 55+ years 70 64 77 81 73 50 SOCIAL MEDIA USAGE INDEX Access news 53 49 56 50 54 53 Upload photos / videos 47 42 52 53 49 34 Like or favourite posts by other people or organisations 44 39 50 50 45 33 Access blogs / opinion pieces 31 28 33 35 31 24 Share / broadcast posts of others e.g. re-post, re-tweet or re-pin, re-gram 30 27 33 34 32 20 Look for advice and help 29 26 32 31 31 25 Write posts about your thoughts / feelings / opinions 28 26 29 32 30 17 Engage in group conversations or chats 27 25 29 35 28 Register interest in or attendance of events 27 23 30 32 27 17 Subscribe to or follow brands / companies 26 23 29 33 28 13 Play games 26 23 28 29 27 19 Enter competitions 22 19 25 26 22 Subscribe to or follow celebrities 18 16 20 27 17 6 Write blogs / opinion pieces 16 18 15 21 16 10 None of these 9 10 8 4 9 17 I just have a profile 7 7 6 5 6 9 QS4: Which of the following do you do when using social media? Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35 54 (4,287), 55+ (2,854)
Using social media Market breakdown TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA SOCIAL MEDIA USAGE INDEX 70 57 96 63 89 60 59 46 100 76 37 50 80 66 97 66 63 80 63 79 78 Access news 53 37 65 45 62 58 52 51 50 58 36 50 52 62 72 41 36 61 63 36 47 Upload photos / videos 47 46 64 47 56 38 39 28 63 54 24 39 61 41 63 43 36 50 40 43 55 Like or favourite posts by other people or organisations 44 43 61 44 39 47 32 29 59 48 19 34 53 53 56 31 35 56 46 39 47 Access blogs / opinion pieces 31 21 46 22 46 26 30 21 41 33 18 15 27 26 49 27 28 45 31 30 30 Share / broadcast posts of others e.g. re-post, re-tweet or re-pin, re-gram 30 16 46 25 51 21 26 18 42 32 16 27 27 29 41 25 27 44 22 42 30 Look for advice and help 29 25 26 26 37 24 27 23 44 37 11 17 35 35 44 29 24 27 29 30 33 Write posts about your thoughts / feelings / opinions Engage in group conversations or chats Register interest in or attendance of events Subscribe to or follow brands / companies 28 25 42 26 36 11 30 11 52 32 22 11 26 16 36 27 33 32 19 38 35 27 24 37 23 43 23 13 16 45 31 13 16 33 24 37 31 26 28 20 32 27 27 23 43 20 27 27 29 21 34 34 8 22 36 31 27 21 22 22 28 30 28 26 19 36 23 33 21 17 34 32 13 20 30 24 38 26 25 29 21 33 32 Play games 26 20 40 27 31 16 23 19 38 18 11 27 29 18 40 31 18 24 22 30 36 Enter competitions 22 24 16 24 25 19 8 30 10 4 10 48 26 35 26 15 31 21 32 23 Subscribe to or follow celebrities 18 27 28 15 9 10 33 13 10 16 7 27 21 27 16 30 24 Write blogs / opinion pieces 16 9 28 12 31 8 9 8 37 22 16 6 9 5 19 19 25 16 6 28 23 None of these 9 2 12 2 12 12 21 1 6 29 9 8 10 2 5 6 6 9 2 8 I just have a profile 7 10 3 6 0 11 9 12 2 7 5 17 8 8 3 2 3 5 8 5 5 QS4: Which of the following do you do when using social media? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 15
Technology ownership Smartphone penetration is high among international travellers, with 87 owning one. Three quarters are owners of a digital camera, and then just under two thirds own a tablet computer. Video cameras are owned by just over a quarter of international travellers, and selfie sticks by 23. Wearable technology such as smartwatches are owned by 16. Smartphone Digital camera Tablet computer 87 74 63 Video camera Selfie stick Wearables 26 23 16 QM1: Which of the following do you own? Base: All Respondents (11,400) 16
Technology ownership By age and gender There are some minor differences in tech ownership among men and women, with men more slightly more likely to own a tablet computer, video camera and smartwatch. However, the differences in ownership for different age groups in more striking. Smartphone penetration is highest for the youngest age group (91 of 18-34 year olds), whilst digital camera ownership is highest amongst those aged 55+. Tablets are most likely to be owned by those aged 35-54 and selfie stick and smartwatch ownership is highest amongst those aged 18-34. own TOTAL Male Female 18-34 years 35-54 years 55+ years Smartphone 87 86 88 91 89 76 Digital camera 74 74 75 67 77 81 Tablet computer 63 64 61 60 68 58 Video camera 26 28 23 28 27 20 Selfie stick 23 23 23 30 23 11 Smartwatch 16 18 21 17 6 QM1: Which of the following do you own? Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35-54 (4,287), 55+ (2,854) 17
Technology ownership By market Smartphone penetration is high across most markets, with the exception of Japan, where just 66 of international travellers are smartphone owners. There is high tech ownership among certain markets in particular: Brazil, China, India, South Korea and Spain. Selfie sticks divide opinion: there are strong ownership levels in Brazil, India, South Korea, China and UAE; however, few are owners amongst European markets. own TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Smartphone 87 84 91 80 92 84 83 86 93 91 66 86 85 90 92 81 94 94 87 84 86 Digital camera Tablet computer Video camera 74 71 79 73 81 68 84 78 75 79 77 76 77 71 80 44 75 80 70 58 67 63 61 72 60 75 61 59 55 68 62 36 65 60 65 78 61 51 71 67 55 68 26 19 48 18 41 13 24 20 39 29 18 18 20 33 33 20 27 16 42 34 Selfie stick 23 13 43 15 57 5 10 10 43 19 10 13 16 9 17 28 53 29 10 58 27 Smartwatch 16 12 21 12 40 5 7 8 29 11 11 9 9 9 18 24 20 13 9 36 26 QM1: Which of the following do you own? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 18
Technology use on holiday Footer Friday, October 19
Staying connected when on holiday Technology is key for so many when they travel and 69 agree that they like to stay connected when on holiday. Smartphones win out ahead of tablets with 73 in agreement that their smartphone is essential when on holiday. Over half (56) still say that their tablet is essential for their travels. Over half (56) also claim that now most of their internet use is via mobile devices, rather than a more traditional laptop or desktop computer. Attitudes towards staying connected when on holiday I like to stay connected when on holiday My smartphone is essential when I go on holiday 32 38 My tablet is essential when I go on holiday Most of internet use is via tablet / smartphone rather than laptop / desktop 23 26 33 30 37 35 25 23 19 18 13 15 8 4 6 3 7 7 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Asked of tablet/smartphone owners only Source: QM3. To what extent do you agree with the following statements? Base: All Respondents (11,400), Tablet/Smartphone owners (10,473) 20
Staying connected when on holiday By age and gender There is little difference between men and women when it comes to staying connected when on holiday, however women are more likely to be using the internet via mobile devices rather than laptop or desktops. There is a greater divide when it comes to age; those aged under 34 years are more likely to agree that they like to stay connected (73) and that their smartphone is an essential holiday item (77) than those aged over 55 years. Strongly agree & agree Total Male Female 18-34 years old 35-54 years old 55+ years old I like to stay connected when on holiday 69 68 70 73 70 61 My smartphone is essential when I go on holiday 73 72 74 77 75 63 My tablet is essential when I go on holiday Most of internet use is via tablet / smartphone rather than laptop / desktop 56 56 56 57 56 53 56 54 59 65 57 41 Source: QM3. To what extent do you agree with the following statements? Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,020), 35-54 (4,016), 55+ (2,437) 21
Staying connected when on holiday By market Some markets are more connected than others when they go on holiday, with the highest levels from India, Russia, Brazil, China, USA, New Zealand and Saudi Arabia. All these markets, with the exception of New Zealand, have higher than average usage of smartphones and tablets when on holiday. The lowest levels of smartphone and tablet usage on holiday comes from the Netherlands. Strongly agree & agree TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA I like to stay connected when on holiday My smartphone is essential when I go on holiday My tablet is essential when I go on holiday Most of internet use is via tablet / smartphone rather than laptop / desktop 69 71 82 67 82 50 67 55 88 72 60 62 77 61 85 75 53 72 60 64 77 73 73 90 67 88 51 64 63 90 79 68 44 75 69 82 81 76 75 67 70 81 56 62 72 57 65 30 45 46 83 57 67 25 57 44 67 70 62 40 42 68 69 56 52 76 46 72 47 38 29 75 52 47 48 53 55 78 78 56 53 46 67 64 Source: QM3. To what extent do you agree with the following statements? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 22
Taking photos on holiday Total and by age and gender Women are more likely than men to enjoy taking photos on holiday. Those aged 18-34 are most likely to enjoy taking holiday photos, followed closely by those aged 35-54, where 4 out of 5 enjoy this activity. Whilst those aged over 55 are slightly less likely, three quarters still enjoy taking holiday pictures. Male Female 75 81 78 18-34 80 35-54 79 enjoy taking photos on holiday 55+ 73 Source: QR8. I love taking photos on holiday / vacation Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,020), 35-54 (4,016), 55+ (2,437) 23
Taking photos on holiday By market Russians are the most enthusiastic about taking photos on holiday, as 93 of Russian travellers say that they enjoy this. There are also high proportions from India (90), Brazil (88) and China (88) and USA (87) who enjoy taking photos. Travellers from Nordic countries, South Korea and UAE have lower levels of interest in taking photos on holiday, although still over half in all these markets say they do enjoy it. 78 77 88 78 88 63 80 84 90 86 73 78 80 57 93 81 66 83 60 67 87 Source: QR8. I love taking photos on holiday / vacation Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 24
Sharing holiday photos and videos online Sharing photos of a holiday online is very common behaviour, with 61 saying that they have already done this during their trip. A further 17 would be interested in doing this, and just one in five have no interest. Video sharing has lower adoption, with just 42 having done this on holiday, although a further 23 would be interested in doing this. Just over a third (35) say they have no interest in doing this. Taken photos on holiday and shared them online Taken videos on holiday and shared them online 17 21 61 35 42 Have done on holiday Not done, but interested 23 Not done and not interested Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400) 25
Sharing holiday photos and videos online By age and gender Women are slightly more likely than men to share their holiday photos when they re abroad, however sharing videos is balanced evenly between men and women. Whilst men are less likely to have already shared their photos, they have a higher potential interest in doing so in the future. When it comes to age, those aged under 34 years are both more likely to have shared a holiday photo (69) and shared a holiday video (53), when abroad. This age group also has a high potential for doing this in the future. Total Male Female 18-34 years old 35-54 years old 55+ years old Sharing holiday photos whilst abroad Have done 61 57 64 69 62 45 Would be interested in 17 19 15 19 17 Sharing holiday videos whilst abroad Have done 42 42 42 53 43 24 Would be interested in 23 24 22 26 24 18 Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,020), 35-54 (4,016), 55+ (2,437) 26
Sharing holiday photos online By market There is a high proportion of holiday photo sharing from Brazil (79), Russia (75), India (74), New Zealand (73) and USA (72). The lowest level of photo sharing is from Japan (29), although a further 26 would be interested in doing so from this market. who have shared photos whilst on holiday, or would like to I have done this on holiday I have not done this on holiday but would be interested in doing it 13 16 26 19 16 13 11 9 15 27 34 17 13 38 17 64 79 8 12 13 66 69 48 51 41 74 64 26 29 58 73 54 75 62 50 66 59 51 72 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 27
Sharing holiday videos online By market Like photo sharing, Brazil (67) and India (67) lead the way, however China is close behind with 62 having shared videos whilst on holiday and a further 31 interested in doing it. European markets Denmark, Norway and Germany are least likely to have done this, or be interested in doing so. A low proportion (21) from Japan have done this, although a higher proportion (25) are interested in doing so. who have shared videos whilst on holiday, or would like to I have done this on holiday I have not done this on holiday but would be interested in doing it 22 31 27 26 31 37 35 23 21 25 25 24 25 44 67 44 62 11 18 34 15 22 67 45 25 21 21 17 34 43 19 54 55 43 42 22 28 53 57 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 28
Location technology Over half have used location technology to find nearby places to visit when on holiday, and a further quarter would like to do this too. A quarter have used social media or the internet to meet up with locals or fellow travellers, with just over a quarter also interested in giving this a try. When it comes to staying with a local host, a quarter have done this, and a further 36 would be interested in trying this, showing the influence of brands such as Airbnb. Used location technology to find places to visit nearby 27 17 56 Stayed with a local host rather than hotel/b&b Used social media or online method to meet up with fellow travellers Used social media or online method to meet up with locals 38 26 48 24 47 24 Have done on holiday Not done, but interested 36 28 29 Not done and not interested Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400) 29
Location technology By age and gender Over half have used location technology whilst on holiday, and this rises to 64 of those aged under 34. This age group is generally more likely to also have stayed with a local host rather than traditional accommodation, and used social media or the internet to meet up with locals or fellow travellers. Men are also more likely that women to do have used the internet to meet up with locals or other travellers. Across all age groups, the appeal of staying with a local host is fairly high, and whilst a smaller proportion have already done this, a relatively large proportion are interested in doing so. Total Male Female Used location technology to find places to visit nearby Stayed with a local host rather hotel /b&b Used social media or online to meet up with fellow travellers Used social media or online to meet up with locals Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,020), 35-54 (4,016), 55+ (2,437) 18-34 years old 35-54 years old 55+ years old Have done 56 55 57 64 58 40 Interested in 27 27 26 26 27 27 Have done 26 27 25 31 26 19 Interested in 36 37 35 39 37 30 Have done 24 27 22 32 25 11 Interested in 28 28 27 33 28 20 Have done 24 27 22 32 25 11 Interested in 29 30 29 34 29 22 30
Location technology By market Using location technology when on holiday to find local places to visit is a fairly common activity, with the most active smartphone users more likely to do this Brazil, China, India, Italy and Saudi Arabia. Using social media to meet up with travellers or locals is not as common, and very few in France, Germany and the Nordics have done this, compared to more in Brazil and India. Strongly agree & agree TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Used location technology to find places to visit nearby Stayed with a local host rather hotel /b&b Used social media or online to meet up with fellow travellers Used social media or online to meet up with locals Have done 56 52 78 49 73 47 46 37 68 65 32 52 57 50 63 67 62 62 49 49 63 Interested in 27 25 18 28 24 22 32 23 27 21 32 25 26 28 28 28 32 30 28 38 26 Have done 26 20 27 27 34 20 32 22 42 24 21 21 27 32 34 24 19 18 38 37 Interested in 36 38 39 34 54 29 39 31 41 31 28 28 36 27 42 40 52 31 35 42 35 Have done 24 21 49 23 43 6 9 9 54 19 15 10 21 8 31 43 30 20 16 39 38 Interested in 28 28 27 24 40 16 22 15 35 25 27 19 29 19 35 37 44 28 25 43 28 Have done 24 21 55 23 37 4 9 9 53 20 17 12 18 7 32 45 26 23 13 40 36 Interested in 29 30 28 24 44 17 33 18 34 26 27 25 30 23 31 30 46 29 25 44 28 Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 31
Social media usage on last holiday Footer Friday, October 32
Using social media on holiday who did the following on their last foreign holiday / trip to Britain 44 Keep in touch with home 25 To let people know where I am 30 Look for eating / drinking recommen dations 20 Ask for advice on where to go / what to do 39 Post / upload photos 23 To plan / decide where to go 29 Share where you are / what you are doing 19 Share advice or recommend ation 29 Have not used social media on this type of holiday Keeping in touch with friends and family back home is the key reason that most people say they use social media when on holiday. Sharing is also important and over a third are likely to post photos whilst on holiday, and 29 are sharing what they are doing, and 19 have shared recommendations. Social media is also used as a way of getting information on holiday, as 30 have used it to get recommendations on places to eat or drink, 23 to help them plan where to go, and 20 to ask for advice on what to do or where to go. A smaller proportion (19) would share their own advice or recommendations whilst on holiday. Despite a wide range of social media uses, 29 say that they have not used social media on their last holiday to Britain or a foreign destination. Source: QS7. Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)? Base: All Respondents (11,400) 33
Using social media on holiday By age and gender Women are more likely than men to have used social media to keep in touch with people at home. They are also more likely to have posted photos of their holiday and shared their location or activity online. When it comes to age, those aged 18-34 are more likely to have used social media overall on their last holiday or trip to Britain, especially for keeping in touch with people at home, or posting photos of their holiday. who did the following on their last foreign holiday / trip to Britain TOT Male Female 18-34 years old 35-54 years old 55+ years old To keep in touch with people at home 44 40 47 47 43 38 To post / upload photos of my holiday 39 36 42 46 41 26 Look for recommendations for places to eat or drink 30 29 31 34 31 20 Share with others where you are / what you are doing while on holiday 29 27 32 35 31 19 I have not used social media at all on this type of holiday 29 31 27 21 27 43 To let people know where I am at a given moment (e.g. checking in on Facebook) 25 25 25 30 25 16 To help you plan / decide where to go or what to see or what to do 23 23 23 27 24 15 Ask for advice on where to go or what to do 20 20 19 24 20 12 Share my own advice or recommendations about visiting where I am 19 20 17 22 21 10 Source: QS7. Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)? Base: All Respondents (11,400), Male = 5,821, Female = 5,579, 18-34 = 4,258, 35-54 = 4,287, 55+ = 2,854 34
Using social media on holiday By market Keeping in touch is the primary reason for using social media for travellers from most markets. Travellers from China, UAE and Japan are more likely to be using social media to look for food and drink recommendations. Certain markets are less likely to use social media on their holiday almost half from Denmark and Germany, and high proportions from France and Japan say that they did not use social media at all. who did the following on their last foreign holiday / trip to Britain TOT AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA To keep in touch with people at home 44 50 61 42 56 35 35 31 58 37 18 40 57 52 57 50 30 35 48 36 41 To post / upload photos of my holiday 39 42 59 35 49 24 30 22 54 44 21 35 48 39 43 39 39 37 35 41 46 Look for recommendations for places to eat or drink Share with others where you are / what you are doing while on holiday I have not used social media at all on this type of holiday To let people know where I am at a given moment (e.g. checking in on Facebook) To help you plan / decide where to go or what to see or what to do Ask for advice on where to go or what to do 30 23 47 22 56 18 19 15 44 28 22 15 26 30 33 39 34 27 27 39 34 29 30 47 22 50 17 17 13 50 23 13 23 41 26 37 30 31 22 26 45 34 29 26 13 32 19 49 45 47 21 26 35 33 24 31 17 15 20 31 30 33 30 25 29 39 21 30 12 13 11 46 20 22 32 23 27 23 28 16 21 44 34 23 20 35 17 37 10 11 39 18 23 24 13 28 29 36 21 18 39 28 20 39 12 43 6 11 11 41 17 12 5 15 9 28 35 29 15 9 32 22 Share my own advice or recommendations about visiting where I am 19 36 12 42 5 7 6 46 13 11 6 11 9 30 28 23 15 9 39 26 Source: QS7. Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 35
Writing and using reviews on holiday Footer Friday, October 36
Writing and using reviews on social media Writing reviews gets a divided response. Whilst 42 agree that they do enjoy writing reviews about places that they have been to on holiday, a third do not enjoy writing reviews, and a quarter remain neutral. 16 15 26 39 Strongly agree Agree Reviews are generally appreciated and trusted though, as over half (54) say that they do trust reviews on social media from other tourists. Just 11 say that they don t trust reviews from peers on social media. 26 18 35 Neither agree nor disagree Disagree Strongly disagree 15 7 4 I enjoy writing reviews on social media of places I've been to on holiday I trust reviews on social media from other tourists Source: QM3. To what extent do you agree with the following statements? Base: All Respondents (11,400) 37
Writing and using reviews on social media By age and gender There is little difference between men and women when it comes to writing reviews, however women are more likely to say they trust reviews on social media than men (57 v 53). Half of those aged 18-34 enjoy writing reviews on social media of places they ve been to on holiday. This falls to 44 amongst 35-54 year olds, and just a quarter of those aged 55+. Male Female 18-34 35-54 55+ enjoy writing reviews on social media of places I ve been to on holiday (Strongly agree & agree) 26 42 41 44 50 The younger age group are also more likely to say they trust reviews on social media (65), over half of 35-54 year olds say they trust reviews and just a third of those aged 55+. Male Female trust reviews on social media from other tourists (Strongly agree & agree) 53 57 18-34 65 35-54 56 55+ 36 Source: QM3. To what extent do you agree with the following statements? Base: All respondents (11,400), Male (5,821), Female (5,579), 18-34 (4,258), 35-54 (4,287), 55+ (2,854) 38
Writing and using reviews on social media By market Those who like writing reviews on social media, are also more likely to trust reviews. This is most true for markets such as Brazil, China, Indian, Russia, Gulf and USA. The Nordic markets, and Germany are least likely to enjoy writing reviews (just 8 in Denmark), and have some of the lowest levels of trust too. enjoy writing reviews on social media of places I ve been to on holiday (Strongly agree & agree) 36 74 39 72 8 35 18 79 51 36 18 27 15 54 66 46 46 19 60 53 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA trust reviews on social media from other tourists (Strongly agree & agree) 54 74 58 74 34 44 30 80 61 42 40 51 41 64 68 56 62 37 64 67 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Source: QM3. To what extent do you agree with the following statements? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 39
Using smartphone to access reviews Over half have already used their smartphone to access reviews on attractions (56), with a further quarter interested in trying this on future holidays. Just a fifth have no interest in trying this out. The pattern is similar for accessing reviews about places to eat and drink, and 54 have already used their smartphone to do this. A further quarter would be interested in trying this out, and just 21 have no interest at all. Used a smartphone to access reviews about attractions / places to see Used a smartphone to access reviews about places to eat or drink 20 21 Have done on holiday 25 56 25 54 Not done, but interested Not done and not interested Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: All Respondents (11,400) 40
Using a smartphone to access reviews By age and gender Women are slightly more likely to use their smartphone to access reviews, especially for attractions or places to see. Younger travellers also much more likely to use their smartphone for reviews, with two thirds of those aged 18-34 years old accessing reviews about attractions on their smartphone. This contrasts with travellers aged over 55, where just over a third have done so. Used a smartphone to access reviews about attractions / places to see Used a smartphone to access reviews about places to eat or drink Male Female 18-34 35-54 55+ Male Female 18-34 35-54 55+ 21 18 11 16 24 26 24 25 54 58 66 59 38 26 36 22 20 25 25 53 55 12 17 25 26 63 57 40 24 35 Not done and not interested Not done, but interested Have done on holiday Source: QM2. Which of the following have you done on holiday? And which would you like to do in future? Base: Male = 5,821, Female = 5,579, 18-34 = 4,258, 35-54 = 4,287, 55+ = 2,854 41
22 55 Using a smartphone to access reviews By market Amongst European markets, Italians and Spanish are most likely to use reviews on their smartphone, whilst Germany and Denmark are least likely to. Just over half in Canada and two thirds in USA are using smartphone reviews, and throughout the rest of the world Brazil, China, India, South Korea and Russia are most likely to be accessing reviews on their smartphones. 18 77 25 25 25 26 24 52 71 41 50 35 23 21 71 65 31 26 25 28 22 30 30 22 22 35 23 29 46 55 50 63 60 63 64 51 52 66 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA 25 50 18 75 25 29 27 24 21 51 66 37 50 32 26 18 69 68 29 24 26 25 26 27 31 26 Have done on holiday Not done, but interested have used, or interested in using a smartphone to access reviews about attractions / places to see on holiday have used, or interested in using, a smartphone to access reviews about places to eat or drink on holiday 23 40 21 28 34 53 53 59 63 60 62 52 48 68 AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Source: QM2. Which of the following have you done on holiday? Base: All Respondents (11,400), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 42
Technology barriers Footer Friday, October 43
The cost of using a smartphone abroad I wish it was cheaper to use my smartphone when abroad 12 33 50 Strongly disagree Disagree Neither agree nor disagree Agree Strongly Agree An overwhelming proportion (83) of smartphone owners wish that using their phone when abroad was more affordable. Half strongly agree that it should be cheaper to use their smartphone when travelling, and a further third agree with the statement. A very small proportion (3) disagree, however overall this does vary by market. The full market breakdown is on the following slide. Source: QM3. To what extent do you agree with the following statements? I wish it was cheaper to use my smartphone when in a foreign country Base: Smartphone owners (9,867) 44
The cost of using a smartphone abroad By age and gender Women are more likely to be price conscious when it comes to the cost of using smartphones abroad. Over half strongly agree that it should be cheaper, compared to just under half of men. I wish it was cheaper to use my smartphone when abroad Male Strongly agree 47 Agree 33 There is minor difference in perceptions when it comes to age those aged 55+ are more likely to say they are price conscious, compared to those aged 18-34. Female 52 32 18-34 48 33 35-54 51 32 55+ 51 33 45
The cost of using a smartphone abroad By market Travellers from all markets feel strongly that the cost of using their smartphone when abroad is too expensive. The highest levels of agreement comes from Spain where 65 strongly agree that the cost of using smartphones abroad should be cheaper. Russia (61), France (59) and Sweden (58) all have strong feelings about the cost too, although the majority in most markets strongly agree that the cost is too high. Those who don t have as strong feelings about the cost are South Korea, UAE, Denmark, Netherlands and Germany. I wish it was cheaper to use my smartphone when abroad Australia Brazil Canada China Denmark France Germany India Italy Japan Netherlands New Zealand Norway Russia Saudi Arabia South Korea Spain Sweden UAE USA Strongly agree 50 55 57 49 45 59 44 40 51 39 43 52 54 61 52 32 65 58 30 44 Agree 31 31 26 38 30 29 33 42 34 43 33 32 32 32 27 43 22 25 39 36 Source: QM3. To what extent do you agree with the following statements? I wish it was cheaper to use my smartphone when in a foreign country Base: Smartphone owners (9,867), Australia (600), Brazil (600), Canada (600), China (600), India (600), Japan (600), New Zealand (600), Russia (600), Saudi Arabia (347), South Korea (600), United Arab Emirates (253), United States (600), Denmark (600), France (600), Germany (600), Italy (600), Netherlands (600), Norway (600), Spain (600), Sweden (600) 46
Technology and Social Media Foresight - issue 152 47