Quarterly mobile update – Q1 2016

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Awin’s mobile data is drawn from over 3.5m network transactions across 2,100 advertisers spanning the retail, travel and telecoms sectors. Clients we work with include Etsy, Hyatt Hotels, Ticketmaster and Missguided.

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Q1 2016 Mobile Performance

  • 48.3% of traffic originated from a mobile device – up from 42.3% in Q4 2015
  • 30.1% of traffic came from a smartphone – up from 27.2% in Q4 2015
  • 21.5% of sales originated from a mobile device – up from 20.7% in Q4 2015
  • 14% of sales came from a smartphone – up from 13.6% in Q4 2015
  • Mobile traffic converted at 2.1% – down from 2.2% in Q4 2015
  • Mobile Average Order Value (AOV) was $67.01– up from $58.41 in Q4 2015

Q1 2016 Headlines – Awin's  Cross-Territory

  • 51% of traffic across the network originated from a mobile device
  • 37.5% of sales across the network originated from a mobile device
  • 42,181 sales came through a mobile device (smartphone and tablet) each day
  • 21,749 of these were through a smartphone
  • 906 sales were generated through a smartphone each hour
  • 810 clicks originated from a mobile device each minute
  • 31.5% of revenue generated for our advertisers originated from a mobile device in Q1 down from 31.5% in Q4 2015

As well as the top level data on the share of traffic and transactions by device category, we also provide 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. In the US, we found that:

- Android smartphones accounted for 20% of smartphone traffic and 19.4% of sales
- Android tablets accounted for 77.4% of tablet traffic and increased to 51.9% of tablet sales
- iPad AOV continues to perform higher than Android tablets, with $89.03 in Q1 (compared to $59.86 for Android tablets)
- iPads consistently see a higher conversion rate than Android tablets, with 4.11% and 1.29% respectively in Q1 2016.

 


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