By Matt Swan
Throughout October, on the Affiliate Window network, 156 clicks every minute originated from a mobile handset. This accounted for 11.3% of total traffic– an increase on the 10.% recorded in September. When factoring in tablet traffic, the total share of mobile traffic hit 21.7%
In terms of sales, the share of total mobile sales were down on what was achieved in September – 22.7% from 23%. This drop off was in tablet activity only, as handset sales increased to 7.9% from 7.7% in September.
The network has also been able to look at the devices driving these trends. Throughout October, one in every four mobile handset clicks originated from an Android device while the iPhone remained the dominant handset – accounting for around 70% of handset traffic throughout the month.
In terms of tablets, Apple once again dominates. Traffic through Android devices reached 20.67% although they only accounted for 12.63% of tablet sales. This is indicative that while Android users are browsing the web at an increasing rate, their propensity to purchase is not as high as their Apple counterparts. This is demonstrated by the conversion rates across Android tablets being significantly lower than the iPad. In fact, across October the lowest conversion rate for the iPad (4.83%) was significantly lower than peak conversion rate across Android tablets (3.63%).
Turning our attention to conversion rates across handsets, iPhone, Android and Blackberry achieved identical conversion rates (2.43%) across the month. It is important to note that for Blackberry this is from a significantly lower volume of traffic.
With John Lewis predicting its first ever mobile Christmas (with traffic from mobile devices over taking desktop on Christmas Day), we expect our mobile figures to ramp up over the coming months.
A full breakdown of our mobile stats can be found here.
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.