Affiliate Window mobile update: May 2012

Mobile results from affiliate network Affiliate Window indicates over ten per cent of traffic is now mobile, mobile traffic is converting at 3.1 per cent and Apple devices still dominate the share of the traffic.

Here The Drum presents a few of Affiliate Window's mobile statistics for May 2012.

Monthly traffic

Affiliate Window saw a drop off in its share of traffic through mobile devices for the first time in May. This was down from 11.61 per cent in April to 10.94 per cent. Last year the network saw 2.4 per cent of traffic through mobile devices in May.

Monthly traffic by sector

This table demonstrates the percentage of Affiliate Window’s total mobile traffic for each sector, benchmarked against the split of the network’s desktop traffic for comparison purposes.Thirty-five per cent of the network’s mobile traffic is fashion/clothing retail. This figure is more than the percentage of desktop traffic the category receives (28.56 per cent).Telecoms is the only other sector with a higher proportion of mobile traffic as opposed to desktop, yet this is a relatively small share of mobile (5.44 per cent) vs. desktop (4.92 per cent) The network also monitors the split of traffic by sector to see which sectors over/under index above the network average. Again, fashion/clothing retail is over performing in terms of mobile traffic. As well as being the sector the network sees most of its mobile traffic directed to, it is also a sector that has the highest split of its traffic through mobile devices. Telecoms, Department Stores, Retail (other) and travel all over index compared to the average while Finance, Retail (Electrical), ‘other’, Group buying and utilities all under index.

Sales

The percentage of sales Affiliate Window has seen through mobile devices has continued to increase. This was up to 7.85 per cent from 7.32 per cent in April. The increase in the share of mobile sales despite a drop in traffic is indicative of an improvement in conversion rates through mobile devices.

Device breakdown (sales)

The iPad has increased its share of sales week on week. In week 20 it accounted for 53 per cent of mobile sales and by week 23 this had grown 11 per cent to 64 per cent of all mobile sales.The rise in sales through the iPad has seen the share of sales through both the iPhone and Android devices decrease significantly over this period. The iPhone dropped from 29.61 per cent in week 20 to 22.90 per cent in week 23. During the same period Android dropped from 13.2 per cent to 9.7 per cent.Despite the drop in the share of sales through mobile handsets, the actual volume of sales through each device increased (apart from BlackBerry).

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