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Sales through mobile now account for £1 in every £4, finds monthly benchmark

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32.4% of online traffic to retail sites came from mobile devices, according to the latest monthly figures from Affiliate Window, up from 30.54% in March, leading to £1 in every £4 being spent through mobile.

Of the traffic, 15.85% came from smartphones – up from 14.84% in March – with 29.71% of sales originating on a mobile, up from 27.8% the previous month. However mobile traffic conversion dropped from 3.92% to 3.83% over the same period.

Android smartphones accounted for 25.12% of smartphone traffic and 25.61% of sales, while Android tablets accounted for 26.63% of tablet traffic but only 15.72% of sales. Tablet devices converted at 5.88% while smartphones dragged down the overall mobile conversion rate – converting at 2.76%.

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.

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