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Mobile traffic to retailer sites sees small drop, but sales up

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Traffic to retailer sites from online ads dropped slightly between Q2 and Q3 2015, but overall sales have gone up from this traffic along with average order value, according to the latest figures from Affiliate Window.

46.93% of traffic originated from a mobile device, down from 48% in Q2 2015, with 24.48% of traffic coming from a smartphone – down from 26.5% in Q2 2015. However, 37.19% of sales originated from a mobile device, up from 36.86% in Q2 2015, with a mobile Average Order Value (AOV) of £65.04 – up from £64.65 in Q2 2015. Mobile traffic converted at 3.78% – up from 3.6% in Q2 2015.

On a more granular level, 35,612 sales came through a mobile device (smartphone and tablet) each day, 17,052 of these were through a smartphone. 711 sales were generated through a smartphone each hour, with 655 clicks originated from a mobile device each minute.

Android smartphones accounted for 21.37% of smartphone traffic and 21.88% of sales, while Android tablets accounted for 55.33% of tablet traffic but only 29.34% of sales.

iPad AOV continues to perform higher than Android tablets, with £82.97 in Q3 (compared to £56.59 for Android tablets) and iPads consistently drive a higher conversion rate than Android tablets, with almost a 5 percentage point difference, driving 7.33% and 2.55% respectively this quarter.

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