iPhone and iPad dominate retail ad click throughs, latest benchmark suggests

The latest monthly mobile commerce benchmark report from Affiliate Window – which can now separate Android handsets and android tablets from its data – has found that across the month of September, 69 to 72% of all sales through handsets came from iPhone. Meanwhile, 10.66% of sales on a tablet came from Android.

This dominance among iOS devices is further compounded in the data when it comes to conversions rates. Despite have some 17-22% of table traffic, Android tablets only take some 10% of sales. iPad it was found converted around 5% and Android tabs at 2%.

To cement this dominance, there were some 1010 sales everyday through September on Android. iOS, however, saw 138 sales an hour over the same period.

For the third month running mobile devices converted more sales than desktop, accounting for 3.42% compared to 2.7% for desktop. This large drop off in desktop conversion rates is due to an increase in traffic that hasn’t converted, rather than a drop off in sales, believes Affiliate Window.

However, the overall number of click throughs from ads to sales in September was again down, hitting 19.48% in September. So far its peak was hit in May with 24%. However, it is widely expected that this will grow again as we approach Christmas – though to what level remains to be seen.

Interestingly, games consoles saw a similar conversion rate to handsets over the period as they gain ground among a younger audience who are becoming more inclined to shop as well as game with their consoles.

Oh, and for anyone who is interested, Blackberry saw 2.88% of handset traffic and Symbian phones 2.51%. Other handset devices saw a minimal share of traffic.