Affiliate Window’s mobile data is drawn from over 2.5m network transactions each month across 1,600 advertisers spanning the retail, travel and telecoms sectors. Clients we work with include John Lewis, Marks & Spencer, Sky, British Telecom and lastminute.com.
Working with around half the top 100 retail brands in the UK as well as over 1,000 SMEs allows us to build a comprehensive picture of the mobile landscape.
Following on from a strong first half to the year, mobile performance has strengthened further across the network in Q3. In Q3 2014 38.27% of all network traffic originated from a mobile device – up from 34.08% the previous quarter and 30.14% in Q3 2013. September witnessed the highest share of mobile traffic we have seen across the network with 40.47%.
We continue to see the majority of mobile traffic across the network originate from a smartphone. This was up to 18.87% in Q3 2014 from 17.04% in Q2. Despite remaining behind smartphones in terms of traffic, tablets also saw their share increase. In Q3 this was up to 16.02% from 14.42% in Q2. This has demonstrated a significant increase on traffic figures from Q3 last year from both smartphones and tablets which stood at 12.71% and 12.15% respectively.
Switching focus to sales, Q3 saw 31.97% of transactions originate from a mobile device vs. 30.40% in Q2. The strong mobile performance we witnessed in the first half of the year continued throughout Q3 with a particularly strong August (32.71% of sales).
The increase in mobile transactions was seen across both tablets and smartphones (19.35% and 12.22% vs. 19.17% and 10.86% the previous quarter).
Q3 saw the share of both iPhone and Android traffic increase – standing at 69.5% and 26.75% respectively. This growth came at the expense of both Windows Phone and Blackberry. iPhone continues to dominate across the network both in terms of traffic and sales although its share of sales decreased in Q3. This was down to 72.59% (from 73.69% in Q2) with Android increasing its share of sales to 26.63% (from 25.20).
We continue to see a significant disconnect when it comes to Android tablets. Despite an increase in traffic to 31.82% in Q2 (up from 27.49%), sales remain well behind with just 18.55% of transactions generated from an Android tablet. The trend of Android users browsing but not purchasing through their tablets remains a consistent theme. iPad users continue to convert at a much greater rate.
Mobile conversion rates dropped to 3.92% (from 4.06%) in Q3 while desktop conversion rates increased to 5.37% (from 4.92%)
Average order values for Q3 were up for both desktop and tablet, while smartphone AOV was slightly down on what we saw for Q2.
You can find an in depth breakdown of our monthly mobile stats found here. If you are interested in being kept up to date on all things mobile, please sign up to receive our monthly strategy newsletter.
