Factors affecting the proportion of smartphone usage at Flygresor.se

Abstract: Digitization has changed the way people access the internet. Smartphones is soon to be the preferred internet access device leading us into a new generation of e-commerce, namely mobile commerce or m-commerce. The on-going transition, from desktop to smartphone has led to an uprising problem for companies within the area of e-commerce. Visitors coming from a smartphone device tend to not go through with the purchase. With this transition in mind, the thesis aimed to identify the factors that affect the proportion of smartphone visitors on a website, more specifically at the flight comparison site Flygresor.se. The method used was multiple linear regression analysis. To see whether the chosen factors affected the proportion of smartphone transactions or just the proportion of smartphone sessions two regression were performed. One with response variable Sessions and one with response variable Transactions, where Sessions refer to the number of visitors on the website and Transactions refer to the number of visitors moving on to the final booking website. The explanatory variables used were divided into four categories; Marketing, Channels, Season and Other, where the category Other contained the variables Total number of visitors and Amount of MB used per smartphone subscription. The study showed that all categories contained variables with significant impact on both of the response variables. There was only one variable that had different impact on the models, namely the Total number of visitors. The result indicates that smartphone users tend to, in comparison with desktop users, to a less extent continue to the final booking website. Since there were no other variables that only had an impact on Transactions it was assumed that there exist other factors which have a greater impact on smartphone users tendency to finalize a booking.