By Matt Swan
Having seen exceptional mobile performance in December as consumers readily turned to mobile devices, January saw an expected slight drop off in the mobile activity seen across the network.
Traffic through mobile handsets dipped marginally to 32.1% (from 32.4% in December) while sales dropped from 27.1% to 25.6%.
The drop off in traffic and sales was witnessed across all mobile devices.
On a more positive note, average order values were up through mobile devices in January. With key promotional periods such as Cyber Monday falling in December and retailers starting their post-Christmas sales earlier each year, AOV is typically lower in December. In January this increased to £72.87 (from £67.95). This increase was driven by tablets where AOV was £83.54 while smartphone AOV actually dipped in January.
Apple vs. Android
With a number of Android devices being given as Christmas presents we saw Android gain some of the considerable share held by Apple. This was greater in terms of smartphones where the share of traffic increased to 28% while sales were up to 27.6%.
Switching attention to tablets, the share of Android tablets was up from 22.4% to 24.5% while sales were up to 14.7% (up from 12.7%). The discrepancy between the share of traffic and sales is indicative of the conversion rate for Android tablets being far inferior to the iPad. While we saw the Apple devices convert at 6.1% throughout January, Android tablets converted at just over half that figure at 3.3%. While Android users are browsing the internet, they are less likely to transact than their Apple counterparts.
Additionally when they do transact, Apple users are spending significantly more with average order values across the month almost £30 higher (£88.15 vs. £59.45).
For a full breakdown of our monthly mobile stats including data on conversion rates and average order values by device, please download a copy of our January mobile stats:
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.
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.