Mobile shopping has seen a boost in June 2014, according to the monthly benchmark figures from Affiliate Window. According to its numbers, 24,000 sales each day in the UK originated from a mobile device, with 8650 of these being from smartphones, the rest from tablets.
The benchmark found that 35.58% of traffic originated from a mobile device, up from 34.32% the previous month, with 18% coming from smartphone, compared with 17.36% in May. Sales from mobile were also slightly up month-on-month, logging 30.86% in June compared with 30.59% in May.
According to the study, 11.15% of online sales came from smartphone, up from 10.99% in May. But average order value has dropped from £70.45 in May to £67.98 last month.
As to device type and OS, Android smartphones accounted for 25.21% of smartphone traffic and 25.14% of sales. Android tablets accounted for 28.42% of tablet traffic but only 16.24% of sales.
Tablet devices converted at 6.28% while smartphones dragged down the overall mobile conversion rate, converting at 3.03%. iPad typically converts at 3% above Android tablets and iPad users not only convert at a much higher rate than their Android counterparts, but also spend significantly more when they do.
