Quarterly mobile update – Q3 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 HP, Etsy, Hyatt Hotels, and Missguided.

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Q3 2016 US Mobile Performance

  • 48.4% of traffic originated from a mobile device – down from 56% in Q2 2016
  • 20.7% of traffic came from a smartphone – slightly up from 19.7% in Q2 2016
  • 27.7% of traffic came from a tablet – down from 36.4% in Q2 2016
  • 23.7% of sales originated from a mobile device – down from 40.8% in Q2 2016
  • 16.3% of sales came from a smartphone – down from 21.3% in Q2 2016
  • Mobile traffic converted at 1.09% – down from 1.74% in Q2 2016
  • Mobile Average Order Value (AOV) was $58.60 – down from $64.27 in Q2 2016

Q3 2016 Headlines – Awin's Cross-Territory

  • 63.4% of traffic across the network originated from a mobile device
  • 42.1% of sales across the network originated from a mobile device
  • 48,690 sales came through a mobile device (smartphone and tablet) each day
  • 27,100 of these were through a smartphone
  • 1,129 sales were generated through a smartphone each hour
  • 1,314 clicks originated from a mobile device each minute
  • 34.8% of revenue generated for our advertisers originated from a mobile device in Q3 2016, up from 30.7% in Q3 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 Q3 we saw:

  • Android smartphones accounted for 22.79% of smartphone traffic and 22.61% of sales
  • Android tablets accounted for 83.09% of tablet traffic and increased to 41.17% of tablet sales
  • iPad AOV continues to perform significantly higher than Android tablets, with $101.86 in Q3 (compared to $64.98 for Android tablets)
  • iPads consistently see a higher conversion rate than Android tablets, with nearly 7% difference seen in Q3 2016, with 7.19% and 1.01% respectively.

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