e-commerce. travel search engine kayak.sg has analysed its … · 2015. 8. 25. · e-commerce....

Mobile travel planning is one of the fastest growing sectors in e-commerce. Travel search engine KAYAK.sg has analysed its data to compare how Singaporean travellers behave when searching on

KAYAK’s iPhone and Android apps, versus desktop users on KAYAK.sg. Through this analysis, KAYAK’s data experts reveal the

latest travel search trends for Singaporean mobile users.

Table of contents

Travel Trends: what Singaporeans are searching for online• Favourite destinations are consistently within Asia • Most popular mobile platforms: Singaporeans prefer searching for travel via the app• Cabin classes: Singaporean iPhone users are more likely to fly business class than

users on other platforms• Hotel star ratings: searching for mid-range to high-end hotels is the norm

Purchasing power: how much Singaporeans are willing to spend on travel• Spending on popular destinations: Singaporean desktop users are the least price sensitive • Spending on expensive destinations: Singaporeans prefer desktop to mobile when searching and

booking expensive flights• Spending on 4 and 5 star hotels: Singaporean iPhone users search for luxury hotels more than

users on other platforms

Time: how much time Singaporeans dedicate to searching and booking travel • Flights: Singaporean desktop users take the most time searching for flights• Hotels: Singaporeans spend the same amount of time searching for hotels on any device• Top weekdays to search: Singaporeans search for travel on their desktop at work, then switch to

mobile on Monday evenings and Sundays• Top time of the day to search: the busiest time for travel searches differs between mobile and desktop • When Singaporeans book: Singaporean desktop users book less in advance than mobile users• Average length of trip: Singaporeans prefer shorter trips, but when searching for long trips, tend to

use a desktop computer

Mobile Travel Personas• iPhone• Android• Desktop

Mobile Travel Facts & Hacks

Mobile Travel Report

What

SingaporeansTravel Trends

are searching for online


Favourite destinations are consistently within Asia

Research has shown that the favourite holiday

destinations searched for among Singaporeans

are similar across all platforms and that travellers’

top destinations are mostly within Asia. Bangkok is

the number one destination across all platforms, with

Hong Kong, Denpasar (Bali), and Tokyo all in the top

5. Destinations searched for further afield include

London (the fifth favourite destination for both iPhone

and Desktop users) and New York.

Similarities can be drawn with users in other regions.

Bangkok is also popular across all platforms for

Australian, Hong Kong and UK users, and while it sits

at number one for Singaporean travellers, it is number

8 for Australians and the second most popular for

Hong Kongers and Brits.

01020304050607080910

Android iPhone Desktop

BangkokTaipeiHong KongSeoulTokyoDenpasar (Bali)Kuala LumpurLondonManilaPhuket

BangkokHong KongTokyoDenpasar (Bali)LondonTaipeiSeoulManilaKuala LumpurPhuket

BangkokDenpasar (Bali)Hong KongTokyoLondonSeoulPhuketTaipeiManilaNew York


Most popular mobile platforms: Singaporeans prefer searching for travel via the app

KAYAK found that of all mobile travel searches, 74%

occurred in the app. This indicates that when on

a phone or tablet, Singaporeans prefer the usability of

the app over the mobile or tablet-optimised website.

The iPhone app is by far the most popular mobile

platform, accounting for almost half (44%) of all mobile

searches. The iPhone app is also the most frequently

used mobile platform in Australia, Hong Kong, and

most of Europe, with the exception of Poland and

Spain, where the majority of mobile travel searches

are conducted on the Android app.

44%

17% 18%Android

iPhone

Mobilebrowser

Tabletbrowser12%

iPad

9%


First Business Economy Premium Economy

Android iPhone Desktop Android iPhone Desktop Android iPhone Desktop Android iPhone Desktop

<1% <1% <1% 1% 1% 1%3% 5% 3%

96% 96%94%

Cabin classes: Singaporean iPhone users are more likely to fly business class than users on other platforms

Singaporean travellers overwhelmingly prioritise value over comfort, with more than 90% of users across all

platforms searching for economy flights. iPhone users are more likely to search for business class flights than

those using other platforms.


39%

24%

8%

28%

8%


Stars:

1% 2%

9%

25%

23%

38%

24%

37%

Hotel star ratings: searching for mid-range to high-end hotels is the norm

The majority of Singaporeans prefer to search

for mid-range to high-end hotels, with less than

12% of all searches across Android, iPhone and

desktop being for hotels ranked 2 stars or below.

iPhone and desktop users both show a preference

for the finer things in life, with 28% of all searches for

accommodation being made for 5-star luxury hotels;

slightly more than Android users (24%).

How muchSingaporeans

Purchasing power

are willing to spendon travel


Spending on popular destinations: Singaporean desktop users are the least price sensitive

Singaporean desktop users are less price sensitive

than mobile users when searching and booking

travel online. This would indicate that despite the

growing trend in mobile travel planning, Singaporeans

are still more confident spending higher amounts on

their desktop than on mobile devices.

Singaporean travellers spend on average up to 12%

more on their preferred destinations on desktop

compared to mobile. Looking at the split on mobile,

Android and iPhone users show similar tendencies,

with average Android expenditure on popular

destinations just 3% higher than that on iPhone. These

findings are in contrast to Britain, Australia and Hong

Kong, whose iPhone users spend more on trips to

popular destinations than Android users.

When it comes to the ten most popular destinations,

KAYAK data experts note that on average, flights

booked by Singaporeans on their desktop are

more expensive than those booked on mobile. It

could indicate that Singaporean travellers using

desktop have a fixed idea of when they want to fly,

as opposed to mobile users who seem to be more

flexible on timing and may browse for better deals

while on the go.

01

525 511

Average spending - top 10 most popular destinations (SGD)

Popular Destinations Popular Destinations Popular Destinations


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Android iPhone Desktop Mobile

588 518

Bangkok

Taipei

Hong Kong

Seoul

Tokyo

Denpasar (Bali)

Kuala Lumpur

London

Manila

Phuket

216

376

294

932

722

274

88

1856

291

198

237

317

764

283

1666

444

752

313

99

238

266

292

336

854

1725

805

254

437

322

2161

Bangkok

Hong Kong

Tokyo

Denpasar (Bali)

London

Taipei

Seoul

Manila

Kuala Lumpur

Phuket

Bangkok

Denpasar (Bali)

Hong Kong

Tokyo

London

Seoul

Phuket

Taipei

Manila

New York

SGDSGD SGD SGD


01

525 511

Average spending - top 10 most popular destinations (SGD)

Popular Destinations Popular Destinations Popular Destinations


020304050607080910


588 518

Bangkok

Taipei

Hong Kong

Seoul

Tokyo

Denpasar (Bali)

Kuala Lumpur

London

Manila

Phuket

216

376

294

932

722

274

88

1856

291

198

237

317

764

283

1666

444

752

313

99

238

266

292

336

854

1725

805

254

437

322

2161

Bangkok

Hong Kong

Tokyo

Denpasar (Bali)

London

Taipei

Seoul

Manila

Kuala Lumpur

Phuket

Bangkok

Denpasar (Bali)

Hong Kong

Tokyo

London

Seoul

Phuket

Taipei

Manila

New York

SGDSGD SGD SGD

Spending on popular destinations: Singaporean desktop users are the least price sensitive


Spending on expensive destinations: Singaporeans prefer desktop to mobile when searching and booking expensive flights

When searching for flights to the most expensive

destinations, Singaporean travellers still far

prefer to use their desktop computer, with a willingness

to spend up to 39% more on desktop than on mobile

devices. This could be explained by the series of filters

available on the KAYAK.sg desktop site, which allow

users to tailor their searches according to extensive

criteria. From a mobile perspective, Singaporeans spend

37% more on expensive destinations on iPhone than on

Android. This gap in spending between Singaporean

iPhone and Android users is significantly higher than that

for Australian and Hong Kong mobile users, who spend

2% and 16% more on iPhone respectively.

Many of the expensive flights Singaporean travellers

search for are for destinations outside the Asia Pacific

region and are quite different across devices. The three

top 10 lists contain 26 unique destinations, suggesting

that users of different platforms have very disparate

ideas when it comes to spending on expensive

destinations. No destination appears in all three lists,

however, Buenos Aires is in the top ten expensive

destinations for iPhone and desktop, while New York,

Frankfurt and Los Angeles are in the list for both

iPhone and Android users.

more spend on expensive destinations on desktop than on mobile

39%

37%more spend on expensive destinations on iPhone than on Android


01

1160 1831

Average spending - top 10 premium destinations (GBP)

Expensive Destinations Expensive Destinations Expensive Destinations


020304050607080910


2456 1495

New York

Los Angeles

London

Amsterdam

Frankfurt

Paris

Rome

Istanbul

Auckland

Osaka

1539

1402

1306

1213

1203

1167

1136

1014

874

741

3185

1989

1931

1787

1732

1650

1608

1524

1468

1437

3000

2997

2592

2470

2375

2336

2326

2205

2158

2103

Buenos Aires

Seattle

Chicago

San Francisco

Houston

New York

Washington

Vancouver

Los Angeles

Frankfurt

Lima

Buenos Aires

Rio De Janeiro

Sao Paulo

Denver

Miami

Montreal

Mexico City

New Orleans

Detroit

SGD SGD SGD

SGD


Spending on 4 and 5 star hotels: Singaporean iPhone users search for luxury hotels more than users on other platforms

When i t comes to search ing for hote ls,

Singaporeans using an iPhone are the most

likely to look for luxury hotels. 66% of hotel searches on

iPhone are for 4 and 5 star hotels, compared to 65% on

desktop and 63% on Android devices. This behaviour

matches that found among Australian and Hong Kong

travellers, with iPhone users in these countries also the

most likely to choose luxury accommodation.

Over in Europe, the top countries for luxury hotel

bookings across all platforms are the UK, Germany,

and Switzerland. Swiss iPhone users in particular are

keen on luxury hotels, with 72% of hotel bookings

being for 4 and 5 star hotels.

66%of iPhone hotel searches are for 4 and 5 star hotels

How much time Singaporeans

Time

dedicate to searchingand booking travel


Flights: Singaporean desktop users take the most time searching for flights

Singaporeans tend to spend more time and money

when searching and booking flights on desktop,

meaning they are more cautious in finding the best deal

than users on mobile devices. Amongst Singaporeans,

mobile users are the fastest flight bookers, with an

average of just 5 minutes spent searching before

entering the booking process on both Android and

iPhone. This makes mobile users 3 minutes faster in

finding a deal than desktop users, who take an average

of 8 minutes to make up their minds.

Average search timeAndroid

5min

Average search timeiPhone

5min

Average search timedifference

0min


Hotels: Singaporeans spend the same amount of time searching for hotels on any device

The average search behaviour of Singaporean mobile

and desktop users is identical when it comes to time

spent searching for hotels before entering the booking

process. At 7 minutes on any platform, Singaporean hotel

search habits are extremely consistent.

iPhone and Android users spend, on average, 2 minutes

longer when searching for hotels than for flights. Desktop

users, on the other hand, spend one minute less on hotel

searches (7 minutes) than flight searches (8 minutes).

7min 7min

Average search timeAndroid

Average search timeiPhone

Average search timedifference

0min


Top weekdays to search: Singaporeans search for travel on their desktop at work, then switch to mobile on Monday evenings and Sundays

Singaporeans like to settle back into the work

week by searching for t ravel on desktop,

with 34% of all desktop searches being made on

Mondays and Tuesdays. Searches for travel on

both iPhone and Android tend to happen on the

first and last day of the week; with 30% of travel

searches being made by iPhone and Android users

on Mondays or Sundays. This behaviour is similar

to Australian users, who show identical patterns

to Singaporean users when it comes to the top 3

search days on all platforms.

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Busiest days of the week

Sunday

Monday

Tuesday

Saturday

Wednesday

Thursday

Friday

Monday

Sunday

Tuesday

Wednesday

Saturday

Thursday

Friday

Monday

Tuesday

Wednesday

Thursday

Sunday

Friday

Saturday


Top time of the dayto search: the busiest time for travel searches differs between mobile and desktop

Searching for travel fal ls into general onl ine

activities, among news, emails and texts, but

for Singaporeans there are definite distinctions with

regards to when these searches occur on mobile

devices or desktop throughout the day. Travel

searches on desktop increase in the morning from

9am, picking up around lunch time and reaching

their peak at 2pm. This corresponds to the data for

Australian and Hong Kong users, which also shows

a peak in desktop searches at 2pm.

After work, Singaporeans get back on mobile while

commuting (by 7pm), and when they return home in

the evening, mobile searching again intensifies (from

8pm to 11pm), accounting for 24% of all searches

on mobile throughout the day. In comparison, the

busiest window of time for mobile searches is 7pm

to 9pm for Australian users and 8pm to 11pm for

Hong Kongers.

121

210

11

6

98

3

4

57

iPhone

121

21011

6

9

8

3

4

57

Android

121

210

11

6

9

8

3

4

57

Desktop


When Singaporeans book:Singaporean desktop users book less in advance than mobile users

Singaporean travellers on desktop prefer to leave

it closer to the time of travel to search. Mobile

users book on average 8 days sooner than desktop

users - this trend remains consistent for cars, flights

and hotel bookings. iPhone users are the most relaxed

bookers when it comes to hotels, booking an average

of 38 days in advance, the shortest time compared

to users on any other device and for any product. At

the opposite end of the spectrum, Android users book

flights an average of 67 days in advance. While Hong

Kong users also book less in advance on desktop,

Austral ian and Brit ish users show the opposite

behaviour, with a distinct tendency to book less in

advance on mobile.

59

67

51

59

Days in advance

Andr

oid

Days in advance

iPho

ne

45

56

38

47

Days in advance

Mob

ile a

vera

ge

Days in advance

Desk

top

52

62

4553

42

51

43

45


Average length of trip:Singaporeans prefer shorter trips, but when searching for long trips, tend to use a desktop computer

When Singaporeans book travel, they tend to

favour shorter trips. Trips of one week or less

make up more than 68% of all trips searched for by

Android and iPhone users and 62% of all trips searched

on desktop. Long trips of more than 2 weeks seem to

be less frequently searched for, particularly on Android

and iPhone, at only 3% and 7% of searches respectively.

In contrast, 15% of desktop searches are for longer trips

(more than 2 weeks), indicating Singaporeans prefer the

usability of their desktop computer over a mobile device,

as booking long vacations generally requires far more

planning than a short trip.

3 days

3 days

3 days

1 week

2 weeks

More than 2 weeks

More than 2 weeks

More than 2 weeks

2 weeks

2 weeks

1 week

1 week

Android

Desktop

38%

34%

30%32%23%15%

34%

25%

7%

39%

20%

3%

iPhone

Trip

dur

atio

n


Mobile

TravelPersonas


Singaporean iPhone Travel Persona

Favourite city is

Bangkok

Searches onMondays

Spends

5minutes searching

for a flight

Spends

7minutes searching

for a hotel

Books cars

45days in advance

Favourite expensive destination is Buenos Aires

Books flights

56days in advance

Books hotels

38days in advance

More likely to buy a business class ticketthan users of other devices

Spends an average of

$511on flights to

popular destinations

Prefers to bookgetaways lasting one week or less

Ideal time to search:9pm

Favourite KAYAK features are Tripsand Explore


Singaporean Android Travel Persona

Favourite city is

Bangkok

Favourite expensivedestination is Los Angeles

Prefers tofly economy

Searches onSundays

Prefers to bookgetaways lastingone week or less

Ideal time to search: 10pm

Favourite KAYAK features areTrips and Flight Tracker

Spends

5minutes searching

for a flight

Spends

7minutes searching

for a hotel

Books hotels

51days in advance


$525on flights to


Books cars

59days in advance

Books flights

67days in advance


Singaporean Desktop Travel Persona

Favourite city is

Bangkok

Favourite expensivedestination is

Lima

Prefers to fly economy

Searches onMondays

Prefers to bookgetaways lasting one week or less

Ideal time to search:2pm

Favourite KAYAK features areTrips and Explore

Spends

8minutes searching

for a flight

Spends

7minutes searching

for a hotel

Books hotels

43days in advance


$588on flights to


Books cars

42days in advance

Books flights

51days in advance


Mobile

TravelHacks and Facts


Facts

of usage of the KAYAK appis at the airport, or nearby.

33%

KAYAK app has been downloaded 40 million times and in 120 countries

The KAYAK app is alsoavailable on Kindle Fire

40,000,000


Hacks

Charge your phone onFlight Modeit will charge a lot quicker!

It’s no problem if your hotel room is lacking speakers, just grab a cup and put your mobile phone inside to instantly amplify the sound.

Before leaving for your trip, download an offline map on your smartphone so you can check your route without using your data.

Make your device charge last longer: be sure to have a fully-charged power bank with you when you travel, especially if you’re heading to a remote area with no electricity.

Want to watch movies hands free? Use your sunglasses as a mobile phone stand. On any flat surface, simply flip your sunglasses upside down and rest your phone against them.

If the back of your plane seat doesn’t have a TV, put your phone in a clear plastic bag and hook it to the back of the tray table.

If you don’t have a phone holder in your car, use a rubber band and wrap it around the blower fan.

Keep chargers and headphones in a glasses case to stop them getting tangled.

Include nearby airports when searching for flights on the KAYAK app to find cheaper fares: wondering if it’s cheaper to fly to Changi or Seletar? Your search will automatically include a search for airports near your destination to find the cheapest route.

Don’t have a charger or adaptor? Use a USB cable to charge your phone. Don’t have a laptop? Plug the USB cable into the TV in your hotel room.


www.kayak.sg

Analysis for the Mobile Travel Report is based on data from searches for hotels, flights and cars in 2014 and 2015 on the mobile apps, mobile websites and desktop websites of KAYAK. Hacks insights are provided by KAYAK experts.

e-commerce. travel search engine kayak.sg has analysed its … · 2015. 8. 25. · e-commerce....

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