{"id":18327,"date":"2019-07-02T14:09:31","date_gmt":"2019-07-02T11:09:31","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=18327"},"modified":"2024-07-03T11:28:35","modified_gmt":"2024-07-03T11:28:35","slug":"applications-mobiles-paysage-aerien","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/insights\/airlines-news\/applications-mobiles-paysage-aerien\/","title":{"rendered":"Comment les applications mobiles changent le paysage a\u00e9rien du Royaume-Uni ?"},"content":{"rendered":"

L’industrie mondiale du tourisme est \u00e0 la hausse. En 2017, on estimait que le march\u00e9 rapporterait 770 milliards de dollars. Cependant, les experts du secteur pr\u00e9voient un taux compos\u00e9 de croissance annuelle de 11% entre 2018 et 2026<\/a>, en grande partie gr\u00e2ce \u00e0 la hausse du nombre de t\u00e9l\u00e9phones mobiles pour le secteur des voyages dans le monde.<\/span><\/p>\n

Les applications mobiles sont \u00e9galement \u00e0 la pointe des tendances en mati\u00e8re d’engagement dans le paysage a\u00e9rien\u00a0britannique. Les applications jouent un r\u00f4le essentiel dans la modification du parcours utilisateur traditionnel. Les visites sur le Web mobile, les taux d’engagement pour les sites de m\u00e9ta-recherche et les conversions sur ordinateur seront les indicateurs cl\u00e9s \u00e9valu\u00e9s dans l’article suivant.<\/p>\n

Performance digitale du secteur a\u00e9rien au Royaume-Uni et mont\u00e9e en puissance des applications mobiles<\/h2>\n

L\u2019influence du t\u00e9l\u00e9chargement d\u2019applications mobiles a entra\u00een\u00e9 des changements dans les taux d\u2019engagement du parcours utilisateur traditionnel.<\/span><\/p>\n

Le nombre de t\u00e9l\u00e9chargements d\u2019applications mobiles a augment\u00e9 de 30% YoY et le taux de p\u00e9n\u00e9tration des installations a augment\u00e9 de 42% YoY en moyenne.<\/span><\/p>\n

<\/div>\n\n

En revanche, la majorit\u00e9 des fournisseurs a enregistr\u00e9 une baisse des visites sur le Web mobile.<\/span><\/p>\n

Les visites sur ordinateur \u00e9taient cependant relativement stables. Chacune des compagnies a\u00e9riennes analys\u00e9es, \u00e0 l’exception de Wizz Air, a enregistr\u00e9 une diminution de l’engagement global. Cela dit, les conversions sur ordinateur ont augment\u00e9 de 35%.<\/span><\/p>\n

L’exception : Pleins feux sur la M\u00e9ta-recherche<\/h3>\n

Les tendances des applications mobiles pour les OTA et les fournisseurs ne s\u2019appliquent pas \u00e0 la m\u00e9ta-recherche. Dans cet environnement, les applications sont supprim\u00e9es \u00e0 un taux plus rapide que leur installation. Cela peut \u00eatre d\u00fb en partie \u00e0 la fonctionnalit\u00e9 des applications de m\u00e9ta-recherche redirigeant les r\u00e9servations vers les fournisseurs et les OTA, augmentant ainsi la valeur per\u00e7ue de ces services.<\/p>\n

Cela \u00e9tant dit, bien que le trafic entrant sur l’ensemble des applications de m\u00e9ta-recherche ait diminu\u00e9 de 10% (visites de sites Web et mobiles incluses), l’application de m\u00e9ta-recherche\u00a0Skyscanner – Flights, Hotels and Car Hire<\/strong>, a connu une augmentation YoY du trafic sortant au cours de quatre des cinq derniers mois.<\/span><\/p>\n

<\/div>\n\n

Les conversions sur ordinateur en hausse<\/h3>\n

Malgr\u00e9 l’influence variable des applications mobiles sur les taux d’engagement sur ordinateur, les conversions d’ordinateurs se sont globalement am\u00e9lior\u00e9es sur l’ensemble des OTA et des fournisseurs au cours de l’ann\u00e9e. Entre les deux groupes, les fournisseurs ont enregistr\u00e9 un nombre de conversions plus \u00e9lev\u00e9. Des taux d’abandon plus \u00e9lev\u00e9s \u00e9taient plus fr\u00e9quents chez les OTA.
\n

<\/div>\n<\/p>\n

Conclusion<\/h3>\n

Bien que les applications mobiles changent parfois le parcours de conversion de l\u2019utilisateur, les experts du marketing peuvent prendre une longueur d\u2019avance en s’int\u00e9ressant aux tendances actuelles en mati\u00e8re d\u2019engagement. Pour plus d\u2019analyses Similarweb sur le secteur du tourisme, lisez\u00a0Hotel Wars: Marriott and Airbnb Go Head-to-Head.
\n\"This<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

L’industrie mondiale du tourisme est \u00e0 la hausse. En 2017, on estimait que le march\u00e9 rapporterait 770 milliards de dollars. Cependant, les experts du secteur pr\u00e9voient un taux compos\u00e9 de croissance annuelle de 11% entre 2018 et 2026, en grande partie gr\u00e2ce \u00e0 la hausse du nombre de t\u00e9l\u00e9phones mobiles pour le secteur des voyages […]<\/p>\n","protected":false},"author":78,"featured_media":29921,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8307,7897],"tags":[],"class_list":["post-18327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-airlines-news","category-insights"],"acf":[],"yoast_head":"\nVoici comment les applications mobiles changent le paysage a\u00e9rien du Royaume-Uni | Similarweb<\/title>\n<meta name=\"description\" content=\"Les applis mobiles sont \u00e0 la pointe des tendances en mati\u00e8re d'engagement. 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