These and other group behavioral characteristics in various geographical regions can guide app improvements to improve customer experience.

In analyzing 17.9bn push notifications, 3.8bn marketing emails, 919.1m in-app messages, and a total of 64.17m  monthly active users (MAUs) of travel applications across the Asia-Pacific region and Europe, India, Latin America, Middle-East, and North America, one customer engagement platform has released some findings about user behavior patterns.

Of the travel app users that signed up, 80% did so within 31 seconds, and 42% made a transaction within the first month. These numbers can be compared against the 95% sign-up conversion rates of apps for fintech and the 65% of foodtech apps.

Other metrics of travel app users in the analysis include:

    • 28% of users that installed travel apps ended up signing up within the first week.
    • 36% of newly signed-up users moved from onboarding to deeper engagement within a week.
    • On average, app users in the analysis launched their app around 12 times a month.
    • 13% of newly signed-up users made repeat transactions in the first week.
    • 5.29% of Android users, and 3.97% of iOS users, on average, clicked on and interacted with push notifications.
    • The click through rate for travel in-app notifications was 22.8%.
    • 35.17% of users in the analysis opened emails sent by travel app firms.

According to Jacob Joseph, VP, Data Science, CleverTap, which released its data findings: “With more than a billion travel app users today, brands must emphasize retention more than ever. Sometimes a slight nudge here, a small reminder there — may be enough to get users to complete unfulfilled transactions or re-engage with the app. But to maximize customer lifetime value in the long term, (travel providers) need to be agile and identify weak spots within the app’s metrics proactively.”