Quarterly mobile update – Q2 2016

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Awin’s mobile data is drawn from over 3.5m network transactions each month across 2,100 advertisers spanning the retail, travel and telecoms sectors. Our top consumer brands include Etsy, HP, Hyatt Hotels, and Missguided.

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Q2 2016 US Mobile Performance

  • 56% of traffic originated from a mobile device – up from 48.3% in Q1 2016
  • 19.7% of traffic came from a smartphone – down from 30.1% in Q1 2016
  • 36.4% of traffic came from a tablet – up significantly from 17.59% in Q1 2016
  • 40.8% of sales originated from a mobile device – up from 38.4% in Q1 2016
  • 21.3% of sales came from a smartphone – up from 20.7% in Q1 2016
  • Mobile traffic converted at 1.74% – down from 2.82% in Q1 2016
  • Mobile Average Order Value (AOV) was $64.27– slightly down from $67.01 in Q1 2016

Q2 2016 Headlines – Awin Cross-Territory

  • 58.5% of traffic across the network originated from a mobile device
  • 38.4% of sales across the network originated from a mobile device
  • 42,995 sales came through a mobile device (smartphone and tablet) each day
  • 23,158 of these were through a smartphone
  • 965 sales were generated through a smartphone each hour
  • 1,065 clicks originated from a mobile device each minute
  • 31.9% of revenue generated for our advertisers originated from a mobile device in Q2 2016, up from 30.3% in Q2 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 Q2 we saw:

  • Android smartphones accounted for 26.07% of smartphone traffic and 18.68% of sales
  • Android tablets accounted for 93.08% of tablet traffic (compared to iPads 6.92%) and increased to 53.68% of tablet sales
  • iPad AOV continues to perform higher than Android tablets, with $82.59 in Q2 (compared to $66.45 for Android tablets)
  • iPads consistently see a higher conversion rate than Android tablets, with over 6.6% difference seen in Q2 2016, with 8.05% and 1.37% respectively.

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