UK bus operator Arriva has broken the 3m mark for journeys made using mTickets – and adoption is picking up speed. It took 18 months to pass the first million, but just five months to do the third, and Arriva says it expects to break the 5m mark by the end of the year.

Meanwhile, the growing number of mobile visitors to its website have pushed it beyond 1m monthly visitors. Mobile accounts for 38 percent of traffic to arrivabus.co.uk.

“It is no secret that mobile is becoming the go-to device for many people searching the web and, with the bus industry rapidly evolving as a result of ongoing technological developments, it is becoming increasingly important to offer customers the tools they want,” said Mike Woodhouse, marketing manager for Arriva UK Bus. “We have reacted to the changing face of technology by offering a range of mobile solutions for our customers, including: optimising the website for mobile, creating dedicated apps for iPhone, Blackberry and Android, and making our mTicketing technology available for almost all GPRS enabled phones.”