Global Mobile Readiness Index – Destination Edition

Director of Research and Online Marketing
Published 7/30/15
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“Mobile First” is now firmly established as a critical web design and online marketing principal:

50% of all US leisure travelers (and 76% of Gen Y) use smartphones in their trip planning behavior and a further 34% use tablets (Source: The State of the American Traveler, July 2015). A majority of DMOs now have more than 50% of their website traffic coming from mobile devices – see our previous blog post, “The M Moment.”

The “Global Mobile Readiness Index – Destination Edition” looks at the mobile readiness of 231 Destination Marketing Organizations globally and reports on their investment and presence in mobile web (mobile specific or responsive) and apps. It also looks at the performance of DMO websites against the Google Mobile-Friendly Test (click here to use it in Google Webmaster tools), a measure of whether Google sees a DMO site as “Mobile Friendly” – a result that now impacts a site’s organic search-engine ranking in Google.

Some critical highlights include:

  • Over half of all DMOs now have a responsive leisure website – and there has been rapid growth in this number over the last year with around 70% or more of US states and DMOs in Australia and New Zealand with responsive sites.
  • However, more than half (58%) of large CVBs in the US with budgets of $10 million or more are still without a responsive site. Size, complexity and priorities of the organization seem to be key drivers of this slower response.
  • National Tourism Offices in Asia and Europe have been the slowest to invest in this area, with only 38% and 33% respectively of their websites responsive.
  • Almost 10% of DMOs who have a “mobile-friendly” website (mobile specific or responsive) failed the Google Mobile-Friendly Test. Investment in apps has continued to grow with a 30% rise year on year. There are early indications of app investment focusing on specialist interests, topics or audiences (apps displaying the destination travel guide; dining/nightlife apps, event-based app, etc) – rather than being a “copy” of the mobile site.

Review this report on 93 US DMOs and 138 others from around the world and assess your organization’s mobile readiness against your global peers.

Click here to download the Global Mobile Readiness Index – Destination Edition