Quarterly Mobile Tracker

by Jessica Ramesh Awin

Affiliate Window share their latest mobile update report for Q3 2015

Affiliate Window’s mobile data is drawn from over 3.5m network transactions each month across 1,600 advertisers spanning the retail, travel and telecoms sectors. Clients we work with include John Lewis, Marks & Spencer, 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.

Q3 2015 Mobile Performance

– 46.93 per cent of traffic originated from a mobile device – down from 48 per cent in Q2 2015

– 24.48 per cent of traffic came from a smartphone – down from 26.5 per cent in Q2 2015

– 37.19 per cent of sales originated from a mobile device – up from 36.86 per cent in Q2 2015

– 17.81 per cent of sales came from a smartphone – up from 17 per cent in Q2 2015

– Mobile traffic converted at 3.78 per cent – up from 3.6 per cent in Q2 2015

– Mobile Average Order Value (AOV) was £65.04– up from £64.65 in Q2 2015

Q3 2015 Headlines

– 47 per cent of traffic across the network originated from a mobile device

– 37.19 per cent of sales across the network originated from a mobile device

– 35,612 sales came through a mobile device (smartphone and tablet) each day

– 17,052 of these were through a smartphone

– 711 sales were generated through a smartphone each hour

– 655 clicks originated from a mobile device each minute

– 31.3 per cent of revenue generated for our advertisers originated from a mobile device in Q3

As well as the top level data on the share of traffic and transactions by device category, we also provide comprehensive reporting into the individual devices that are driving these trends – from share of mobile activity right down to conversion rate and AOV for each device.

– Android smartphones accounted for 21.37 per cent of smartphone traffic and 21.88 per cent of sales

– Android tablets accounted for 55.33 per cent of tablet traffic but only 29.34 per cent of sales

– iPad AOV continues to perform higher than Android tablets, with £82.97 in Q3 (compared to £56.59 for Android tablets)

– iPads consistently drive a higher conversion rate than Android tablets, with almost a five percentage point difference, driving 7.33 per cent and 2.55 per cent respectively this quarter