By Matt Swan
The share of mobile traffic dropped in April to 19.12% (from 21.1% in March). This is the lowest share of traffic through mobile devices that we have seen this year. Despite the drop off in the share of traffic, we did not see the volume of mobile traffic decrease. The drop off in share was down to an increase in our desktop traffic rather than a reduction in mobile traffic.
Focusing only on handsets, the user behaviour associated with these two devices differs considerably so it is important to investigate handsets in isolation. April also saw a reduction in the share of traffic through mobile handsets with 11.4% of all traffic coming through handsets. This is down from 12.53% in March but up from 6.92% in April last year.
The iPad has continued to be the dominant device for mobile traffic. It did experience a drop in its share of traffic though in weeks 17 and 18. This was at the expense of Android who picked up in these weeks. The iPhone remained fairly consistent over the 4 week period with a high of 35.28% in week 15 and a low of 34.23% the following week. Blackberry remained a minimal proportion of mobile traffic with a low of 0.98% in week 15 and a peak of 1.21% in week 18. ‘Other’ devices saw a lot of change in their share of mobile traffic – ranging from 4.87% – 6.43%.
Despite a drop off in the share of traffic through mobile devices, we saw a significant increase in the share of sales. We broke the 15% barrier for the first time with the share of sales standing at 16.48% in April. This was up from 14.2% last month and 7.32% in April last year. The increase in the share of sales is indicative of an improvement in conversion rates. This is examined in greater detail later in this document.
Device breakdown 2013
2013 to date has seen the iPhone’s share of sales drop to 21% (against 23% last year). This has been at the expense of Android which has increased to 15% (from 13% last year). The other devices have remained consistent with what we saw throughout 2012.
About the author
Matt Swan is Client Strategist at Affiliate Window. He works with advertisers to offer strategic advice to optimise campaigns. He also contributes to new business pitches and is an active member of the IAB AMC. Matt is a regular guest blogger on E-Consultancy and the A4U amongst other titles.
About the company
Part of the zanox Group, Affiliate Window is a global performance marketing network with offices in the UK & US. We develop proprietary technology to assist the performance of both advertisers and publishers. Our platform features social-style dashboards and the industry’s only comprehensive partner directory, allowing users to search and connect with each other in a seamless manner.
Affiliate Window is dedicated to the growth and development of the performance market place, helping to ensure that performance marketing becomes a key part of the marketing activities of our advertisers. We recognise the importance of generating incremental value for our advertisers, while ensuring our publishers have the best possible tools and services to succeed.