Online on the Way
Mobile internet on holiday
The RA regularly collects data on online behaviour (for stationary and mobile access, at home and on the road). One focus of the questions is on the preparation phase (information and booking) before the trip.
Due to the increasing share of the population with mobile internet access (Jan. 2014: 52%), it seemed worthwhile to examine the target group of “real” mobile users and their actual usage behaviour while travelling as part of the 2015 travel analysis. The focus was on people who generally (i.e. not only on holiday) use smartphones or tablets and do not do so exclusively via WLAN/Wi-Fi. In this way, we wanted to get closer to the user image of the “real mobile user”.
Aim of the module
The following questions were examined for the module “Online on the move”:
- How big is the usage potential for “mobile online usage on the road”: How many people are “real mobile users” but do not use smartphones/tablets during their holiday trip?
- How do “non-users” and “users” differ?
- What is the intensity of mobile internet use on the road during the holiday trip?
- What are the purposes of mobile internet use while travelling? What do “real mobile users” use their smartphone/tablet for while travelling?
- What are the barriers to greater use?
- How many and which holiday-related apps are installed?
For the volume estimation (“utilisation potential”), the results of the corresponding basic question from the RA face-to-face were used. All other research questions were translated into survey questions for the RA online.
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Reiseanalyse module 2015