Monthly UK mobile tracker shows £1 in every £4 comes from mobile
A comprehensive picture of the UK mobile landscape has been provided by Affiliate Window with its Monthly Mobile Tracker mobile statistics for April . The company is able to obtain these stats because it works with major retailers and web site owners such as John Lewis, Marks & Spencer, Sky, British Telecom and lastminute.com. Here at GoMo News we were particularly interested by the figures for online sales broken out by mobile OS. For example, Android smartphones accounted for 25.12 per cent of smartphone traffic and 25.61 per cent of sales. However, an iPad typically converts at 3 per cent above Android tablets. Plus iPad users not only convert at a much higher rate than their Android counterparts, but also spend significantly more when they do.
Hence, Android tablets accounted for 26.63 per cent of tablet traffic but only 15.72 per cent of sales. Tablet devices converted at 5.88 per cent while smartphones dragged down the overall mobile conversion rate – converting at 2.76 per cent.
Affiliate Window draws its data from over 2.5 million network transactions across 1,600 advertisers spanning the retail, and travel as well as the telecoms sector.
In effect, the company is working with around half the Top 100 retail brands in the UK as well as over 1,000 SMEs.
The figures neatly illustrate the growing importance of the mobile sector for the retail sector. £1 in every £4 of revenue generated for Affiliate Windows’ advertisers in April was through a mobile device.
For example, 32.49 per cent of all of April’s traffic originated from a mobile device. That’s up from 30.54 per cent in March .
The figures also cover the mobile Average Order Value (AOV) which was £69.03 and down from £69.43 in March.
In terms of conversion rates, mobile traffic converted at 3.83 per cent which was actually down from 3.92 per cent in March.
As well as the top level data on the share of traffic and transactions by device category, Affiliate Window also provides 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.
Comprehensive coverage of the company’s monthly mobile stats can be found on its blog here.