{"id":6714,"date":"2017-10-01T13:45:13","date_gmt":"2017-10-01T13:45:13","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=6714"},"modified":"2024-09-11T17:42:48","modified_gmt":"2024-09-11T17:42:48","slug":"travel-le-smartphone-chamboule-la-donne","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/travel-le-smartphone-chamboule-la-donne\/","title":{"rendered":"Travel : le smartphone chamboule la donne"},"content":{"rendered":"

 <\/p>\n

La saison estivale est termin\u00e9e : le temps est venu de faire les comptes. Et cette ann\u00e9e, une chose est claire : en France, c’est sur le smartphone que tout s’est jou\u00e9. Selon une \u00e9tude Criteo, pr\u00e8s d’un tiers des achats de voyage (32 %) ont \u00e9t\u00e9 effectu\u00e9s sur des t\u00e9l\u00e9phones mobiles en septembre 2017, soit une hausse de neuf points par rapport \u00e0 la m\u00eame p\u00e9riode l’ann\u00e9e derni\u00e8re.<\/p>\n

\"\"<\/p>\n

La France se place ainsi loin devant les Etats-Unis (29 %), le Royaume-Uni (23 %) et l’Allemagne (15 %). L’avance de la France sur le Royaume-Uni, souvent cit\u00e9 comme leader europ\u00e9en des achats mobiles, s’explique par l’importance, Outre-Manche, des achats sur tablette (pr\u00e8s d’un tiers des ventes mobiles, contre \u00e0 peine plus d’un sixi\u00e8me en France), qui n’ont pas \u00e9t\u00e9 comptabilis\u00e9s dans cette analyse.<\/p>\n

Les OTA, grands gagnants de la bataille du smartphone<\/h4>\n

A ce jeu, ce sont les OTA (\u00ab\u00a0online travel agencies\u00a0\u00bb, de type Booking.com ou Expedia) qui remportent clairement la mise, laissant derri\u00e8re eux leurs partenaires fournisseurs (cha\u00eenes h\u00f4teli\u00e8res, compagnies a\u00e9riennes, etc.). Ceux-ci r\u00e9alisent en effet 37 % de leurs ventes sur smartphone, contre seulement 19 % pour les fournisseurs. Pis encore, les OTA creusent l’\u00e9cart, avec une croissance de 54 % par rapport \u00e0 l’ann\u00e9e derni\u00e8re, contre 46 % pour les fournisseurs.<\/p>\n

Cette domination sans partage des OTA sur ce canal en forte croissance s’explique notamment par des investissements massifs dans les interfaces utilisateurs. \u00ab\u00a0Nous innovons en permanence de mani\u00e8re \u00e0 offrir \u00e0 nos utilisateurs une exp\u00e9rience d’achat hors du commun\u00a0\u00bb, d\u00e9clare Priceline, maison-m\u00e8re de Booking.com dans son rapport annuel<\/a>. La recette ? \u00ab\u00a0Des sites web et des applications faciles \u00e0 utiliser, de mani\u00e8re \u00e0 r\u00e9pondre aux besoins des consommateurs, tout en veillant \u00e0 surpasser leurs attentes\u00a0\u00bb.<\/p>\n

Un exemple dont les fournisseurs auraient certainement int\u00e9r\u00eat \u00e0 s’inspirer. En effet, si ceux-ci souhaitent \u00e9viter une pression accrue sur leurs marges due \u00e0 l’omnipr\u00e9sence de ces interm\u00e9diaires, ils gagneraient certainement \u00e0 investir \u00e0 leur tour une plus grande part de leurs ressources pour garantir \u00e0 leurs clients une exp\u00e9rience d’achat impeccable sur tous les \u00e9crans.<\/p>\n

Source : Criteo<\/p>\n

M\u00e9thodologie : analyse de 10 millions de r\u00e9servations r\u00e9alis\u00e9es en France aupr\u00e8s de 28 acteurs du secteur du voyage en ligne. Les comparateurs (de type Kayak ou TripAdvisor) ont \u00e9t\u00e9 exclus. Applications exclues.<\/p>\n","protected":false},"excerpt":{"rendered":"

  La saison estivale est termin\u00e9e : le temps est venu de faire les comptes. Et cette ann\u00e9e, une chose est claire : en France, c’est sur le smartphone que tout s’est jou\u00e9. Selon une \u00e9tude Criteo, pr\u00e8s d’un tiers des achats de voyage (32 %) ont \u00e9t\u00e9 effectu\u00e9s sur des t\u00e9l\u00e9phones mobiles en septembre […]<\/p>\n","protected":false},"author":13,"featured_media":6726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"coauthors":[571],"class_list":{"0":"post-6714","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false},"yoast_head":"\nTravel : le smartphone chamboule la donne | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Selon une \u00e9tude Criteo, pr\u00e8s d\u2019un tiers des achats de voyage (32 %) ont \u00e9t\u00e9 effectu\u00e9s sur des t\u00e9l\u00e9phones mobiles en septembre 2017.\" \/>\n<meta name=\"robots\" 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