Affiliate Window’s December 2014 mobile data is drawn from over 2.5m network transactions across 1,600 advertisers spanning the retail, travel and telecoms sectors in the UK, US, CA and IE. Clients we work with include John Lewis, Marks & Spencer, Sky, British Telecom and lastminute.com. 

Headlines for December:

• Boxing Day saw us exceed 50% of traffic through a mobile device for the first time ever
• 47,100 sales each day originated from a mobile device (smartphone and tablet)
• 19,900 of these were through a smartphone
• 664 clicks originated from a mobile device every minute
• 822 sales were generated through a smartphone each hour
• 32.75% of revenue generated for our advertisers in December was through a mobile device

Key stats include:

• 44.37% of traffic originated from a mobile device - up from 44.17% in November
• 22.75% of traffic came from a smartphone – up from 22.70% in November
• 37.35% of sales originated from a mobile device – up from 36.46% in November
• 15.75% of sales came from a smartphone – up from 14.74% in November
• Mobile traffic converted at 4.92% - up from 4.77% in November
• Mobile Average Order Value (AOV) was £62.96 – down from £66.92 in November

Individual Device Trends:

• Android smartphones accounted for 26.20% of smartphone traffic and 26.03% of sales
• Android tablets accounted for 40.96% of tablet traffic but only 22.99% of sales
• Tablet devices converted at 6.72% while smartphones dragged down the overall mobile conversion rate – converting at 4.07%
• iPad typically converts at 3 percentage points above Android tablets
• iPad users not only convert at a much higher rate than their Android counterparts, but also spend significantly more when they do

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