% Traffic Through Mobile Devices

Transcription

1 Mobile September Update Monthly Traffic In September we saw a reduction in the share of traffic through mobile devices This dropped from 1335% in August to 128% of total traffic Despite this drop off in the share of traffic, we actually saw the volume of mobile clicks increase significantly as more consumers continue to turn to m- commerce The drop in share was down to an even more significant spike in desktop traffic across the month % Traffic Through Mobile Devices 1400% 1200% 1000% 800% 600% 400% 200% 000% Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec

2 Device breakdown past 4 weeks Over the past 4 week period each of the handsets saw a drop off in the share of clicks with the lowest for each being in week 40 This was at the expense of the ipad with the device seeing strong week on week growth peaking at 4691% in week 40 The most significant drop off in traffic has been seen through the iphone with a low of 288% in week % Clicks 90% 80% 70% 60% 50% 40% 30% 20% WeekNum iphone ipad Android Blackberry Other % 3998% 2101% 192% 453% % 4177% 1898% 170% 461% % 4359% 1978% 179% 454% % 4691% 1882% 160% 387% 10% 0% iphone ipad Android BlackBerry Other

3 Sales Despite the drop off in the share of traffic this month, the share of sales through mobile devices has increased For the first time we have reached 10% of sales coming through mobile devices As well as an increase in the share of sales through mobile devices, the volume of sales was up 1334% on August 1200% % Sales through mobile devices 1000% 800% 600% 400% 200% 000% Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec

4 Device breakdown past 4 weeks Again it is possible to look at the breakdown by device to see where our mobile sales are coming from The ipad has continued to dominate and saw a high of 6614% in week 40 As with traffic, each of the handsets saw their lowest share of sales in week 40 The iphone suffered the most with sales down to 1828% from 2285% in week % Sales 90% 80% 70% 60% 50% 40% 30% 20% WeekNum iphone ipad Android Blackberry Other % 5938% 1296% 311% 171% % 6130% 1253% 352% 159% % 6112% 1222% 366% 166% % 6614% 1160% 267% 131% 10% 0% iphone ipad Android BlackBerry Other

5 Device breakdown year to date The weekly device breakdown above also reflects what we have seen year to date in terms of the split of sales by device The ipad continues to dominate with the iphone being the most popular handset for transactions We have seen the iphone come down 1% from last month with the ipad increasing by this amount Android has remained steady at 12% and we are continuing to see month on month growth from Android devices YTD iphone ipad Android BlackBerry Other 26% 58% 12% 3% 2% The percentage of mobile device sales generated by particular devices 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% iphone ipad Android BlackBerry Other

6 Conversion Rates Conversion rates through mobile devices again experienced a drop off in September and are now just over 25% Despite seeing an increase in the share of mobile sales but a drop off in terms of traffic share, the actual volumes of traffic grew at a greater rate than sales leading to a drop off in conversion rates It is important to understand the motivation of visitors through mobile devices They may not necessarily be looking to transact through a mobile site, they could simply be researching purchases or looking for the nearest store/opening times Mobile traffic could be driving footfall to stores and delivering multi-channel sales with the increase in mobile visits 400% Mobile conversion rate 350% 300% 250% 200% 150% 100% 050% 000% Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec

7 Conversion rate by device As well as looking at the conversion rate through mobile devices as a whole, it can also be broken down by device in order to split out tablet traffic and compare each device against what we have seen for desktop The chart below looks at the conversion rate by device for the year so far Each of the devices monitored (except Blackberry) saw a drop off in conversion rate This was down to a significant increase in traffic through each device rather than a drop off in sales volumes The largest drop offs were experienced by desktop, ipad and other Blackberry saw conversion rates increase to just over 45% to become the best converting device in September (albeit from a considerably lower volume of traffic) 500% Conversion rate by device 450% 400% 350% 300% 250% 200% 150% 100% 050% 000% Jan Feb Mar Apr May Jun Jul Aug Sept iphone ipad Android BlackBerry Other Non Mobile

8 Mobile Reporting in Interface While we have been monitoring mobile performance internally for the past 18 months, mobile reporting is now available within the interface This allows advertisers and affiliates to monitor the device that their sales are originating from Mobile data can be found in the following reports: * Advertiser: Validate Pending Commissions * Advertiser: Archived Commissions * Publisher: Transactions The data can be viewed on screen or exported via csv or xml downloads With this intriguing information now available to all, the true impact of mobile on your campaigns can be seen for the first time Please refer to our mobile tracking guide for instructions on how to manipulate this data for analysis purposes

9 Advertisers with mobile tracking We are keen to showcase our advertisers that have implemented affiliate tracking on their mobile site Affiliates can be reassured that any sales through a mobile device will be tracked where the advertiser has mobile tracking in place Affiliates are able to actively search for advertisers where this is the case If an advertiser does not have a mobile optimised site, any visitors through mobile devices will be directed to the full e-commerce version of the site When this is the case, all sales through a mobile device will track as usual A full list of advertisers with affiliate tracking on their mobile site is below If any advertiser is not on this list but thinks they should be, please contact strategy@affiliatewindowcom Merchant ID Advertiser Merchant ID Advertiser Ace 4400 Car Loan 4 U 645 A1Giftscouk 2698 Chain Reaction Cycles 1168 ACF Car Finance 2102 Chemist Direct 3220 Advanced Headphones 3379 Christies Direct 361 Advanced MP3 Players 2805 Coast 2920 Argento 157 Comet 2786 Asda Direct 3825 Daniel Footwear 2834 Asda Groceries 2194 Debenhams 3201 Atlantic Shopping 1134 Dorothy Perkins 4291 Atlantis, The Palm 1423 Evans Clothing 483 B & Q 1302 Evans Cycles 3352 Banana Republic 3295 Feather & Black 3318 Brandosa 2150 feeluniquecom 1052 Burton 2832 Footasylum 273 Buyagift 3506 For Runners By Runners 3463 Camping World 2287 Furniture Village

10 Merchant ID Advertiser Merchant ID Advertiser 3351 Gap 2044 Schuh 2509 Get the Label 2165 Schuh Ireland 3603 Giftedcom 964 Serenata Flowers 3341 Golf Store Europe 2592 Skatehut 1613 Green People 1487 Sky Digital 2891 Groupon 2638 Spartoocouk 1672 Halfords 3057 Surfmountaincom 4320 Harveys Furniture Store 4340 Theatrepeople 3617 Hotelscom 2547 TheHut 2889 iflorist 2984 Thetrainline 3100 House of Fraser 2186 Thorntons 1969 Interflora 4292 TicketsNowcom 1202 Iwantoneofthosecom 2479 Topman 2992 Jack Wills 1270 Toys R Us 2553 Kiddicare 1465 TruffleShufflecom 2068 Life and Looks 3478 Tyre Shopper 3735 Lyncmeupcom 3382 Ugg Australia 1546 Majestic Wine 3090 verycouk 3680 Max Studio 3480 Viking 3340 Menaryscom 1109 Virgin Experience Days 3135 Menkind 2419 Wallis 2417 Miss Selfridge 3355 Whittard of Chelsea 3996 Muddy Puddles 1563 Wickes 1152 Mymemory 3509 Wallpaperdirect 1946 New Look 1857 Wiggle Online Cycle Shop 3864 Pasttimes 2258 Wynsors 2362 Protect Your Bubble 2549 Zavvi 1310 Quiz