APPETITE FOR APPS

JEENA JAMES

Global Head, Travel & LocalGoogle Play

April 24, 2017

SUCCESS ON GOOGLE PLAY

The traveler’s journey

Building high quality app experiences

Going beyond the install

Going beyond the mobile phone

We’ve come a long way

Android empowers people around the world

Source: Google

500+

operator partnerships

1.4B+30-day active users

400+

OEMs developing for Android

1.5MAndroid devicesactivated daily

Mobile plays a significant part throughout the traveler’s journey

Dreaming

Planning

BookingExperiencing

Sharing Stages of Travel

60% of destinations searches are on Mobile

64% of users watch travel videos when thinking of a trip

Data: ThinkWithGoogle

I want to get away moments

DREAMING PLANNING BOOKING EXPERIENCING SHARING

Data: ThinkWithGoogle, Criteo

leisure travelers who switch between devices as they plan or book a trip

TRAVEL APP CONVERSIONApps converts 2x of mWeb

1.7x

1.2x

APPDESKTOPMOBILE WEB

Planning & Booking involve multiple devices; app converts highest

DREAMING PLANNING BOOKING EXPERIENCING SHARING

a94%

Data: ThinkWithGoogle

% of leisure travelers who decide on activities after arriving at the destination

a85%

How to rock5 DaysIn Sydney

I can’t wait to explore!

Need for travel related information at one’s fingertips during the trip

DREAMING PLANNING BOOKING EXPERIENCING SHARING

Data: AdWeek, MissTravel, Twitter

52% friends’ photos inspired travel plans

DREAMING PLANNING BOOKING EXPERIENCING SHARING

Sharing fuels Dreaming and it’s a mobile affair

48% choose travel destinations in-app

39% share experiences mid-journey

Data: Eventbrite, MMGY Global, ThinkWithGoogle

# of international trips Gen Zs in the US are estimated to take by 2020

~300M

Traveler profile: Gen Z or Millennials

● Millennials = Mobile Pioneers, Gen Zs = Mobile Native

● Value experiences over places

● Top platforms: Facebook, YouTube, Instagram, Snapchat, WeChat

The traveler’s journey

Building high quality app experiences

Going beyond the install

Going beyond the mobile phone

Useful featuresthat users love

Beautiful design and ease of use

Reliability and performance

Latest Android features

How we think of app quality

Optimize experiences across the user journey

Short & compelling onboarding

Personalized, curated content

Minimize steps reduce form filling friction

Smart, personalized notifications

Location-based triggers

Onboarding Search & Discovery

Re-EngagementCheckout

Great use of Material Design, top app health throughout the app, and test everything!

Seamless sign-in App indexingAssistive search Android Pay

Awareness API Nearby Notifications

Optimize based on user context

The traveler’s journey

Building high quality app experiences

Going beyond the install

Going beyond the mobile phone

Going beyond the install with Android Instant Apps - a faster, more seamless experience

The traveler’s journey

Building high quality app experiences

Going beyond the install

Going beyond the mobile phone

Connected devices of all shapes & sizes

Android Wear

Phones VR Android TV AutoTablets

PLAYTIME

Extending to wearables and the living room

Transporting users with VR experiences today

Google Expeditions

Conversational interaction

212121

Assistive across platforms

Across Google

Across 3rd Parties

Across Surfaces

Stay up to date with news and tips to succeed on Google Play: g.co/playbookapp

THANKYOU