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Bakalářská Práce VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU BAKALÁŘSKÁ PRÁCE 2013 TOMÁŠ LEDBA VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 BAKALÁŘSKÁ PRÁCE KOMUNIKACE A LIDSKÉ ZDROJE Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 NÁZEV BAKALÁŘSKÉ PRÁCE/TITLE OF THESIS Penetrace mobilních internetových prezentací v pražském a londýnském pohostinství / Penetration of mobile websites in Prague and London restaurant industry TERMÍN UKONČENÍ STUDIA A OBHAJOBA (MĚSÍC/ROK) Leden 2014 JMÉNO A PŘÍJMENÍ / STUDIJNÍ SKUPINA Tomáš Ledba / PKLZ3 JMÉNO VEDOUCÍHO BAKALÁŘSKÉ PRÁCE Ing. Aleš Marek, Ph.D. PROHLÁŠENÍ STUDENTA Prohlašuji tímto, že jsem zadanou bakalářskou práci na uvedené téma vypracoval samostatně a že jsem ke zpracování této bakalářské práce použil pouze literární prameny v práci uvedené. Jsem si vědom skutečnosti, že tato práce bude v souladu s § 47b zák. o vysokých školách zveřejněna, a souhlasím s tím, aby k takovému zveřejnění bez ohledu na výsledek obhajoby práce došlo. Prohlašuji, že informace, které jsem v práci užil, pocházejí z legálních zdrojů, tj. že zejména nejde o předmět státního, služebního či obchodního tajemství či o jiné důvěrné informace, k jejichž použití v práci, popř. k jejichž následné publikaci v souvislosti s předpokládanou veřejnou prezentací práce, nemám potřebné oprávnění. Datum a místo: 29. listopadu 2013 v Praze ____________________________ podpis studenta PODĚKOVÁNÍ Rád bych tímto poděkoval vedoucímu bakalářské práce, za metodické vedení a odborné konzultace, které mi poskytl při zpracování mé bakalářské práce. Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SOUHRN 1. Cíl práce: Cílem práce je statistické zachycení a porovnání penetrace internetových prezentací optimalizovaných pro mobilní zařízení. Průzkum je zaměřen na restaurační zařízení v centrálních částech Prahy a Londýna. 2. Výzkumné metody: • Literární rešerše • Práce se sekundárními daty • Kriteriální hodnocení • Sumarizace dat 3. Výsledky výzkumu/práce: Výsledkem průzkumu ve vybraných lokalitách jsou následující zjištění: • plnohodnotnou mobilní internetovou prezentací disponovala v Praze pouhá 3 % sledovaných restaurací oproti 24 % sledovaných restaurací v Londýně; • internetovou prezentací s alespoň základní úrovní použitelnosti na mobilních zařízeních disponovalo celkem 42 % pražských a 54 % londýnských sledovaných restaurací; • internetovou prezentací s nedostatečnou použitelností na mobilních zařízeních disponovalo 20 % pražských a 15 % londýnských sledovaných restaurací; • vlastní funkční internetová prezentace nebyla zjištěna u 38 % pražských a 31 % londýnských sledovaných restaurací. 4. Závěry a doporučení: Z výsledků průzkumu vyplývá, že pražská restaurační zařízení v optimalizaci svých internetových prezentací pro mobilní zařízení oproti Londýnu jednoznačně zaostávají. Důsledkem nedostatečné optimalizace je špatná použitelnost prezentace, která vyvolává frustraci a zklamání návštěvníků a kromě obchodní účinnosti dané prezentace může ohrozit také celkovou image podniku. Vzhledem k rychlosti, s jakou se chytrá mobilní zařízení v populaci rozšiřují, je autor přesvědčen, že optimalizace pro tato zařízení by měla být nedílnou součástí přípravy každé nové internetové prezentace. Přitom je důležité, aby tato prezentace obsahovala všechny informace, které od ní její návštěvníci očekávají a aby tyto informace byly přístupné bez ohledu na typ zobrazovacího zařízení. KLÍČOVÁ SLOVA Mobilní web, mobilní internetové prezentace, mobilní zařízení, chytré telefony Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SUMMARY 1. Main objective: The aim of this thesis is to capture and compare penetration of websites optimized for mobile devices. The survey is focused on the restaurant industry in the central parts of Prague and London. 2. Research methods: • Literature research • Work with secondary data • Criterial evaluation • Data summarizing 3. Result of research: The survey results in the selected areas indicate the following findings: • website with an advanced level of usability on mobile devices (full-fledged mobile website) is owned by 3 % of restaurant businesses in Prague and 24 % of restaurant businesses in London; • website with at least a basic level of usability on mobile devices is owned by 42 % of restaurant businesses in Prague and 54 % of restaurant businesses in London; • website with a poor usability on mobile devices is owned by 20 % of restaurant businesses in Prague and 15 % of restaurant businesses in London; • 38 % of Prague restaurant business and 31 % of London restaurant businesses do not have any private website. 4. Conclusions and recommendation: The survey shows that restaurant businesses in Prague behind in optimizing their web presentations for mobile devices. Lack of optimization is poor usability of websites, which causes frustration and disappointment of visitors, reduces the efficiency of business website and threatens the company's image. The penetration of smart mobile devices is rapidly increasing. The author is therefore convinced that optimizing for these devices should be an integral part of the preparation of each new website. This presentation should contain all the information that its visitors expect and this information should be accessible regardless of device type. KEYWORDS Mobile web, mobile internet websites, mobile devices, smartphones JEL CLASSIFICATION M300 - Marketing and Advertising: General; M310 – Marketing; M370 – Advertising Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz Obsah 1 Úvod ............................................................................................................................. 1 1.1 Cíl a struktura práce ................................................................................................................ 1 2 Optimalizace internetové prezentace pro mobilní zařízení .......................................... 3 2.1 Definice chytrých mobilních zařízení ..................................................................................... 3 2.2 Podstata optimalizace pro chytrá mobilní zařízení ................................................................. 3 2.3 Možnosti optimalizace pro chytrá mobilní zařízení ............................................................... 4 2.4 Důvody pro realizaci optimalizace pro chytrá mobilní zařízení ............................................. 6 2.4.1 Penetrace chytrých mobilních zařízení a mobilního internetu .......................................... 6 2.4.2 Dopady špatné použitelnosti ............................................................................................ 11 2.4.3 Specifika uživatelů chytrých mobilních zařízení ............................................................. 13 2.5 Obecná doporučení k optimalizaci internetových prezentací pro mobilní zařízení .............. 15 2.5.1 Přístupnost prezentace ..................................................................................................... 15 2.5.2 Ovladatelnost prezentace ................................................................................................. 17 2.5.3 Obsah prezentace ............................................................................................................. 18 3 Metodika průzkumu ................................................................................................... 22 3.1 Cíl průzkumu ........................................................................................................................ 22 3.2 Základní a výběrové soubory provozoven ............................................................................ 22 3.3 Metodika kriteriálního hodnocení ......................................................................................... 26 3.4 Způsob sběru dat a termín realizace průzkumu .................................................................... 27 4 Průzkum penetrace int. prezentací optimalizovaných pro mobilní zařízení ............... 28 4.1 Provozovny disponující vlastní funkční internetovou prezentací ......................................... 28 4.2 Provozovny disponující prezentací se základní použitelností .............................................. 29 4.3 Provozovny disponující prezentací s pokročilou použitelností ............................................ 35 4.4 Celkové shrnutí průzkumu .................................................................................................... 36 5 Závěr ........................................................................................................................... 39 Literatura Přílohy Seznam tabulek Tabulka 1 Předpověď vývoje penetrace chytrých mobilních telefonů ve Spojeném království .... 8 Tabulka 2 Vývoj počtu internetových uživatelů z mobilních zařízení v ČR v roce 2013 ............. 8 Tabulka 3 Vývoj počtu internetových uživatelů z mobilních zařízení ve Spojeném království .... 9 Tabulka 4 Porovnání rychlosti internetu v mobilních a pevných sítích v ČR v srpnu 2013 ....... 16 Tabulka 5 Kritérium pro ověření existence vlastní funkční internetové prezentace .................... 28 Tabulka 6 Kritéria pro ověření základní úrovně použitelnosti na mob. zařízeních ....................
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