the mobile traveller
DESCRIPTION
A presentation for the Global App SummitTRANSCRIPT
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THE Mobile TRAVELLER
@HijaziNatsheh
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PLAN
Why Mobile
Why Travel on Mobile
Meet the Mobile Traveller
Meet Cleartrip Mobile
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WHY MOBILE
QUICK OVERVIEW
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GROWTH OF MOBILE WEB DATA USAGE
2006 2007 2008 2009 2010 2011
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2006 2007 2008 2009 2010 2011
GROWTH OF MOBILE WEB DATA USAGE
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Source: Canalys
771
695
115
216
661
1,343
384
169
-4%
18%
35%
-6%
Feature phone Smartphone Tablet Notebook
2012 shipments 2016 shipments 2012-16 YOY Growth
18% YoY growth in smartphone shipments is expected for next three years
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0.24 0.6
1.2
2.2
3.3
6.3
2010 2011 2012 2013 2014 2015
Data in Exabites
Source: Cisco
300% Increase in mobile data traffic is expected in next two years
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WHY TRAVEL ON MOBILE
RISE OF THE MOBILE TRAVELLER
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searches related to air travel grew by 12% desktop and 95% on mobile
25% travel related searches are Mobile
Source: Google
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Source: Statista
2.5%
2.6%
2.7%
2.8%
3.8%
5.1%
6.1%
8.3%
9.3%
10.6%
16.8%
Photography
Healthcare /Fitness
News
Productivity
Music
Travel
Utilities
Lifestyle
Entertainment
Education
Games
5th
Most Downloaded Category
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0% 20% 40% 60% 80% 100%
Shopping
Social
Weather
Entertainment
Lifestyle
Productivity
Health & Fitness
Photography
Travel & Local
Books & Reference
Personalization
Paid Free
3rd
Highest Paid Apps
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59%
85%
89%
90%
98%
105%
116%
123%
Social networking
Entertainment
Commerce & shopping
News & information
Communication
Finance
Travel
Photography
2nd
Fastest Growing Category
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MEET THE MOBILE TRAVELLER
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COMPANION
BEYOND BOOKING
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FLIGHTS RELATED ACTIVITIES
10%
13%
17%
18%
19%
21%
24%
25%
25%
25%
26%
Cancelled a flight
Tracked the status of a checked bag
Received SMS alerts for a flight status
Booked a flight
Received price alerts for flights
Checked in for a flight
Looked up airport information
Looked up a phone number (i.e. airline)
Looked at flight schedules
Checked a flight status (arrival/delays)
Checked airfare prices
Source: Comscore
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DESTINATION RELATED ACTIVITIES
10%
17%
18%
18%
21%
22%
22%
23%
29%
Cancelled a hotel reservation
Researched ground transportation
Booked a hotel room
Received price alerts for hotels
Compared hotel prices & availability
Researched places to eat
Read a hotel review
Researched attractions/ things to do
Looked up hotel address/directions
Source: Comscore
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LIVE
STATUS
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25% Checked a flight status
13% Tracked the status of checked bag
Source: Comscore
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URGENT
LOCAL & NOW
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24% travel related searches are from users ‘on the go’
60% At Home
2% At School
1% Other place
1% Someone else’s house
0% In Store
24% On The Go
12% At Work
Source: Google
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50% searches done on mobile are local
35% users were within 1mile of the property
Priceline
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20% searches done on mobile are same day
Cleartrip
6seconds to impress the users on mobile site
HFI
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MULTI-SCREEN ACCESS
TABLETS & MORE
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USAGE PATTERNS
Sequential
Simultaneous
Complementary Multi tasking
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STARTING ON DESKTOP
Source: Google
‘Travel’ is the most popular connected activity started on a PC
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STARTED ON SMARTPHONE
Smartphones are more frequently used for initiating a connected activity
Source: Google
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STARTED ON TABLET
Shopping and Travel are the two primary connected activities for Tablets
Source: Google
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Tablet conversion is getting closer to desktop and thrice than that of smartphones.
Tablet user spends 21% more than Desktop Users and 54% more than the smartphone users.
Conversion 3.34% 1.09% 3.17%
Avg. Purchase $102 $80 $123
Source: eConsultancy
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GOING MOBILE
THE CLEARTRIP WAY
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MEET CLEARTRIP
BRIEF INTRODUCTION
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6 million visitors across 6 Markets
25% of Searches, 10% of Bookings
250,000 App Downloads
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LESSON #1
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SIGHT THE SITE…
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BOOKING PREFERENCES
APPS MOBILE BROWSER
Leisure Business Leisure Business
Overnight Accommodations 12% 17% 40% 36%
Air Travel 10% 17% 38% 35%
Car Rental 7% 14% 33% 33%
Travel Packages 6% 10% 27% 26%
Destinations 5% 7% 13% 21%
Vacations activities 5% 10% 23% 26%
Cruises 3% 7% 15% 17%
Source: Traveller’s Road to Decision, Google
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LESSON #2
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BATTLE OF PLATFORMS…
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60%
75%
46%
33%
22%
21%
17%
48%
58%
70%
Internet Usage
App Share: Tablet
Market Share: Tablets
App Share: Smartphones
Market Share:Smartphones
iOS Android Others
Market Share
Smartphones
App Share
Smartphones
Market Share
Tablets
App Share
Tablets
Internet Usage
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ANDROID VS iOS
iPhone Users Prefer Quality Android Users Prefer better Deals
iPhone Users More Likely to Engage in M-Commerce
iPhone User has 37 Apps on his Device Android user has 19
iPhone Users are More Affluent 9% of Black Friday sale was from iPhone and 9% from iPad; and 5% from all Androids put together
iPhone Satisfaction Corresponds with High Device Loyalty Android users more likely to change their device
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LESSON #3
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TAKE BABY STEPS…
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CLEARTRIP MOBILE IN 2010
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CLEARTRIP MOBILE NOW
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LESSON #4
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TIME IS MONEY…
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LESSON #5
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< is >
LESS IS MORE…
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LESSON #6
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CROSS CONNECT…
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LESSON #7
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THINK GLOBAL ACT LOCAL…
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LESSON #8
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All In THE DETAILS…
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THANK YOU !
@HijaziNatsheh