Apple changed our world forever with its 2007 introduction of the iPhone.
Today, it’s a given that mobile matters and most companies must have a mobile strategy. And, an army of pundits, researchers and consultants are geared up to help us exploit the mobile revolution.
Then came the tablet explosion, again led by Apple with the iPad in 2010. The now vast ecosystem of mobile technology experts was quick to bring tablets under the mobile umbrella. To many experts the introduction of tablets was simply further proof that mobile matters.
For software developers, combining smartphone and tablet into a single team made sense due to commonality of operating systems. It’s made their lives easier.
However, the explosive growth of tablets forces us to re-assess their position in the world of travel software. Tablets are no longer a sub-category. They are their own phenomenon; a force to be reckoned with.
Indeed, it’s time to ask the question: “are tablets even mobile?”
I think not.
True, most tablets offer optional cellular radio technology, but Localytics reports that only 11% of iPads are sold with 3G/4G wireless and 94% of iPad data traffic is on wi-fi.
Also true, tablets use touch screens and smartphone operating systems, but their size and weight create two huge ergonomic differences: tablets
- don’t fit in pockets and purses
- are used with two hands
The reality is that tablets are much closer to laptop computers than phones in form and function. For two decades laptops were the weapon of choice for airplanes, hotel rooms, and home offices. Now less than four years into the tablet era, tablets comprise more than half the devices I see on board a typical trans-con flight.
Indeed, industry analysts point to tablets as the primary reason that PC sales have suffered their biggest decline in 20 years.
Even more important, tablets have brought computing power into new home environments such as the living room and the bedroom.
Adobe’s new Mobile Consumer Survey shows that a remarkable 80% of tablet use occurs at home. So don’t be fooled by the touch screens, the apps, and the wireless connections - tablets are a very different product category than smartphones.
Why does this matter? First, some statistics we read about mobile technology in travel can be misleading. A couple of examples:
Mobile bookings on tablets may be understated.
A recent Tnooz article reported survey results showing "only about 2%-3% of bookings are actually generated by mobile devices".
While undoubtedly accurate, this statistic could suggest that it’s not urgent to focus on booking when developing mobile apps. Yet I suspect that tablets account for a vastly disproportionate share of the bookings classified as "mobile", and developing booking tools for tablets may generate excellent ROIs.
Last minute search/bookings on tablets may be overstated. Another recent Tnooz story reported that 70% of Hotel.com’s mobile bookings are for same day. Yet if 80% of tablet use is in the home, surely these same day bookings are coming disproportionately from smartphones rather than tablets. So app designers may wish to prioritize same day bookings differently on tablets vs. smartphones.
In general, it’s always good to question whether mobile technology stats are influenced by the inclusion of tablets.
Second, it matters because tablet-based functionality is important at different times and for different categories than smartphone functionality.
Smartphones are ideal for trip support functionality: consulting my itinerary information while on the go, flight alerts, getting directions, and the other functions that products like Tripit, Worldmate, Tripcase and Traxo. Smartphones are also well suited for location based search, i.e. they help answer the question of "what’s nearby?", favoring categories like restaurants, tours and cultural activities.
Tablets are the ultimate 'lean back' experience, and work great for the earlier phases of travel planning – pre-booking and even before choosing a destination.
At Tripshare, we see tablets as the ideal platform for a well-executed itinerary planner. We note that Disney has added far more trip planning to its iPad app than to Disney.com.
Immediacy, a big issue for smartphones, is far less important to tablet users, so browsing content (images, video, text) for ideas and inspiration can move to the forefront of the tablet user experience. Categories like hotels, cruises, multi-day tours, and city-guides are well suited to the tablet.
On the day he launched the iPad, Steve Jobs called it a “third category”, clearly distinct from smartphones and PC’s. It’s more work for all of us to adapt to this new world he created, but the rewards of adapting functionality and content to the right platforms are worth it.
And now, just when we’re on the verge of figuring out tablets vs. smartphones, here comes Google Glass….
NB: This is a viewpoint from Bob Dana, chief executive of Tripshare.
NB2: Mobile images via Shutterstock