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Mobile traffic edges towards tipping point, leading benchmark shows

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The latest figures from Affiliate Window for mobile traffic in Q1 2015 show that mobile traffic is on the rise and is edging ever closer to the 50% tipping point in the UK – a landmark reached in the US in August 2014.

According to the latest figures, 46.1% of traffic originated from a mobile device – up from 43.49% in Q4 2014 – while 25.19% of traffic came from a smartphone – up from 22.41% in Q4 2015.

35.86% of sales originated from a mobile device – down from 36.19% in Q4 2015. 15.89% of sales came from a smartphone, up from 15.01% in Q4 2014. Mobile traffic converted at 3.57%, down from 4.57% in Q4 2014, and Mobile Average Order Value (AOV) was £65, up from £64.11 in Q4 2014.

34,600 sales came through a mobile device (smartphone and tablet) each day, 15,350 of these were through a smartphone. Looked at hourly, that equates to 640 sales generated through a smartphone each hour. 675 clicks originated from a smartphone every minute and 29.5% of revenue generated for Affiliate Window’s advertisers originated from a mobile device in Q1.

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