It's A Mobile World
- Mobile commerce has experienced staggering growth over the past two years. In this time, the launch of more sophisticated handsets and better connectivity has led to changes in consumer behaviour as well as the devices
used to access the internet. Additionally, advertisers are capitalising on this growth trend by providing their visitors with mobile optimised sites. Our second mobile commerce infographic looks at the growth in m-commerce
and the trends that have been driving this.
- Smartphone penetration has increased significantly and tablet adoption has gathered place: 1) 2011 - 48%; 2) 2013 - 64%.
- 29% of UK adults now own a tablet.
- We have been monitoring mobile activity across the network for the past two years. In this time we have seen phenomenal growth: 1) Share of total network traffic through mobile devices has risen from 2% to 21% with
handsets only from 1.8% to 12.5%; 2) Share of total network sales through mobile devices has risen from 2% to 14% with handset only from 1.5% to 6%.
- Advertisers have developed their mobile offering by optimizing sites and adding affiliate tracking, however conversion rates through mobile devices still lag behind desktops and tablets: 1) iOS (iPad - 6.4%, iPhone -
2.7%); 2) Android - 3%; 3) Desktop computer - 6%.
- A mobile optimised experience has led to significant improvements in conversion rates through mobile handsets across a number of sectors: 1) Website sector - gifts (mobile optimised websites - 5.3% conversion, sites
not optimised for mobile - 1.3% conversion); 2) Website sector - footwear (mobile optimised websites - 3.2% conversion, sites not optimised for mobile - 1.1% conversion); 3) Website sector - travel (mobile optimised
websites - 5.8% conversion, sites not optimised for mobile - 0.8% conversion).
- Additionally, a mobile optimised site had led to higher average order values compared to landing on the desktop site through a mobile handset: 1) Website sector - department store (mobile optimised websites - 8.3%);
2) Website sector - footwear advertiser (mobile optimised websites - 12%).
- Consumers are transacting through mobile handsets for a wide range of products. The most popular sectors include: 1) Group buying - 19.4%; 2) Electricals - 8.3%; 3) Clothing - 6%; 4) Department stores - 5%;
5) Travel - 6.3%.
- A wide range of publisher types are generating sales through mobile handsets. Editorial content sat the most sales at 6.6%, followed by the email at 5.7%, and voucher codes at 5.1% and cash back with 3.4%.
- With email increasingly being picked up on the move, Ve Interactive, a publisher retargeting consumers who have abandoned their baskets, has seen impressive results: 1) Through handsets - 16.5% (advertiser A); 2)
Through handsets - 20.8% (advertiser B); 3) Through handsets - 14.8% (advertiser C).
- The iPhone has traditionally been the dominant handset behind driving m-commerce growth but Android is growing as a faster rate across the network: 1) iPhone growth rate - Jan 2012 - March 2013 (Jan 2012
comparison): Traffic increase - 211%; Sales increase - 170%; 2) Android growth rate - Jan 2012 - March 2013 (Jan 2012 comparison): Traffic increase - 302%; Sales increase - 384%.
- M-commerce is only getting more popular. In 2012 we tracked over 2.4 million transactions from mobile devices. That's up 210% on the 785.435 we tracked in 2011.
- Between 2011-2012 the revenue from our advertisers driven through handsets and mobiles doubled. Judging by current trends we're predicting both handset and tablet revenues to triple 2012's figures.
- So far in 2013 we have already generated almost half of the sales through mobile devices that were generated in the whole of 2012. March saw us record our one millionth sale through a mobile device in 2013. It took
us until August to reach this milestone last year.
- Remember, if you have a mobile optimised site, it is essential that affiliate tracking is added.
An m-commerce inforgrahic, brought to you by Affiliate Window - part of the Zanox Group | Strategy@affiliatewindow.com | Sources: http://www.comscore.com/insights/Press_Releases/2012/EUS_Smartphone_
Penetration_Reaches_55_Percent_in_October_2012 (Most recent data available); http://www.newsworks.org/org.uk/Platforms/tablet-research/12578.