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30% transactions on Cleartrip are mobile; Mobile Web vs Apps; Top handsets & others


(By Vivek & Vikas SN)

30% of transactions on the online travel agent Cleartrip is coming from mobile devices, up significantly from 12% last year, the company has told Medianama.

In terms of search traffic, around 40% of the company’s traffic is now coming from mobile devices, doubling from 20% last year. In July this year, Cleartrip had mentioned that 30% of its traffic is coming from mobile devices and it was expecting the number to reach 50% by next year.

Cleartrip attributes this increase in mobile transactions to a combination of various factors including impulse purchases during flash sales and increased functionality of mobile apps over browsers.  It also notes that the last million app downloads have come in one-third of the time taken to register its first million downloads.

Cleartrip’s competitor MakeMyTrip had also informed in its September 2014 investor presentation (pdf) that 29% of its traffic came from mobile phones in Q1-FY15. In June, it had mentioned that 20% of its traffic came from mobile phones in FY14. Mobile also accounted for 15% of the company’s total online transactions in Q1-FY15. It also claimed to have 0.3 million mobile customers as of December 2013.

Mobile Cancellations: In June this year, Cleartrip had introduced in-app cancellations for flights, hotels and trains on its Android and iOS apps. The company had then claimed to be first online travel company in India to offer cancellations on mobile apps. Cleartrip notes that 20% of the cancellations that happen on Cleartrip, now happens through its mobile offerings. 

Most used devices: Samsung is the most popular device maker in terms of mobile traffic, accounting for 44% of Cleartrip’s mobile traffic. This was followed by iPhone that accounted for 37%. Apple’s tablet iPad also contributed for 2% of the mobile traffic. Both Samsung and Apple account for 83% of Cleartrip’s mobile traffic.

Others in the list include Micromax (4%), Sony (4%), LG (3%), Motorola (2%), HTC (2%), Google (1%) and Sony (1%). Notably missing from the list is Nokia.

Cleartrip Popular devices

Flight search vs Train search: Cleartrip mentions that iPhone rules in terms of flight search with iPhone 5, iPhone 5S, iPhone 4S taking up the first three spots respectively and iPhone 4 taking up the sixth spot in the list. Others in the list include Samsung Galaxy Grand Duos (4th), Galaxy Note 2 (5th) Galaxy S3 (7th), Galaxy S Duos (8th), Galaxy S4 (9th) and Galaxy Grand 2 (10th). The only non-Apple and non-Samsung devices in the list were Moto G (13th) and Nexus 5 (14th).

However, when it comes to train search, Samsung takes over the list with Grand Duos topping the charts, followed by Galaxy S Duos and Galaxy Core. iPhone 5 took up the fifth place while iPhone 5S took up the sixth place. Nokia’s devices also made an entry into this list with Lumia 520 taking up the 13th spot and Asha 305 taking up the 15th place.

Phone vs Tablet: Mobile phones accounted for 96% of Cleartrip’s search volumes while tablets accounted for only 4% of the search volumes.

Mobile web vs native apps: In terms of traffic share, mobile web accounted for 52% of the mobile search volume, while its Android app accounted for 28% of mobile search volume and the iOS app accounted for the remaining 20%.

Safari most popular mobile browser: In terms of browser share of traffic, Safari was the most used browser with a 49% share while Chrome came in second with 33%. Opera and Blackberry saw 7% of the traffic each with Internet Explorer coming in last at 4% share.

iOS versions vs Android versions: Cleartrip mentions that 77% of its iOS search volume came from the then latest iOS version 7.1.1, followed by 11% on iOS 7.1, 6% on iOS 7.0.4 and 2% on 7.0.6.

Cleartrip iOS adoption

On the other hand, only 20.7% of Cleartrip’s Android search volume came from the latest Android version Kitkat, while a majority 63.5% came from Jelly Bean and 12.1% came from Ice Cream Sandwich.

It’s worth noting the significant difference in the contribution of the latest version of iOS and Android to the respective search volume and the contribution of the preceding versions. However, this is possibly because of the significantly faster access users get to the latest version on iOS as compared to Android which can range from few weeks to few months depending on the handset maker.

City-wise breakup: Mobile surpassed desktop usage for Tier-1 cities like Delhi and Kolkata, while it was slightly lower in other Tier-1 cities like Mumbai, Bangalore and Chennai.

In terms of Tier-2 cities like Lucknow, Ahmedabad, Pune and Hyderabad, mobile was more or less same as desktop usage.

Cleartrip cities

Planned vs unplanned: Cleartrip mentions that 35% of mobile bookings in Q1 2014 happened for 0-3 days before travel while only 20.6% of desktop bookings happens in such short notice. On the other hand, 35.2% of desktop bookings were for pre-planned travel, i.e more than 28 days notice, as compared to 29.7% of the mobile users.

Immediate travel vs planned travel

This essentially reiterates the fact that people use mobile devices for quick travel plans while they use desktops for pre-planned trips.

Also read#Outlook14: What Indian Online Travel Companies Plan To Do

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