Cleartrip’s Quarterly Mobile Insight for Q4’14 reports an inflection point for the Mobile-first customers, as it points that over 53 per cent of the total traffic emanates from the mobile channels- a first time ever for Cleartrip, overshadowing the desktop channel. Even more interesting is the fact that, over 70 per cent of the mobile customers are now using mobile as their only channel for transactions. Also, this quarter, Cleartrip’s transactions grew by 214 per cent YoY where mobile now accounts for 40 per cent of overall transactions.
Over 47 per cent contribution to the mobile traffic comes from Mobile Web. Cleartrip Mobile has evolved to a point where more than half of thre customers start with no prior experience on any other channel (website, phone), indicating the comfort and implicit trust our customers show for our apps and mobile website.
As more customers adopt Mobile as a main-stream channel to plan their travel, the company has added several pre-booking (Quickeys, Pay@hotel, Expressway) and post-booking (amendments, cancellations and check-ins) features their app over the last few quarters and have received great response from the customers. A quick comparison of the utilisation of a lot of these features already paints a better picture for mobile v/s. desktop, where indications of higher customer engagement over mobile are reflected in higher retention and usage on mobile.
Mobile brands seem to be high up in the race for customer mind share, too. This quarter, Cleartrip noted a visibly strong growth in the usage of Micromax, Xiaomi and Google devices. In the last six-months, the Samsung+Apple traffic share has reduced by ~10 share points, with distributed growth benefit for other brands.