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IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

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Mobile traffic still buoyant in January, but down on December monthly benchmark reveals

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Mobile traffic still buoyant in January, but down on December monthly benchmark reveals
Mobile traffic still buoyant in January, but down on December monthly benchmark reveals
Mobile traffic as a proportion of all online traffic has continued to see points above 50% in January according to the latest figures from Affiliate Window , but traffic and sales through mobile devices was down last month compared to December.


34,600 sales each day originated from a mobile device – that’s smartphone and tablet – and 14,500 of these were through a smartphone. Some 642 clicks originated from a mobile device every minute and 604 sales were generated through a smartphone each hour. 29.31% of revenue generated for our advertisers in January was through a mobile device

In January, 44.01% of traffic originated from a mobile device - down from 44.37 % in December – and 22.24% of traffic came from a smartphone – down from 22.75% in December. 35.73% of sales originated from a mobile device – also down from 37.35% in December’s Christmas powered peak.

14.96% of sales came from a smartphone – down from 15.75% in December and mobile traffic converted at 3.74% - down from 4.92% in December and Mobile Average Order Value (AOV) was £66.85 – up from £62.96 in December.

Looking at individual device trends, Android smartphones accounted for 25.55% of smartphone traffic and 26.26% of sales and Android tablets accounted for 44.19% of tablet traffic and 24.79% of sales (up from 22.99% in December). iPad AOV is consistently higher than Android tablets, with £52.72 in January and iPads have continued to convert at 3 percentage points above Android tablets, as we’ve seen in previous months.

But Android tablets are continuing to close the traffic gap with iPhones, driving now 44.19% of all tablet traffic in January, as witness by other studies. This is backed up by camping aggregation website pitchup.com, which also found that increasing amounts of traffic are now coming from Android devices. And research from developers Poq Studio finds that Android users are much more interactive with their apps than their iOS counterparts – and that those with high end Android devices spend as much as Apple users on commerce and services, turning conventional wisdom on its head.
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