Mobile Stats - November 2014 This document looks at the mobile stats across the network for the year. In this we look at the share of traffic and sales that originated froma mobile device as well as the conversion rates of each, before breaking this down into the individual de- vice stats that are driving these trends. We are also able to look at average order values by device too. November Highlights - 45,600 sales each day originated froma mobile device (smartphone and tablet) - 18,500 of these were through a smartphone - 665 clicks originated froma mobile device every minute - 768 sales were generated through a smartphone each hour - 32% of revenue generated for our advertisers in November was through a mobile device
Transcript
Mobile Stats - November 2014 This document looks at the mobile stats across the network for the year. In this we look at the share of traffic and sales that originated from a mobile device as well as the conversion rates of each, before breaking this down into the individual de-vice stats that are driving these trends. We are also able to look at average order values by device too. November Highlights- 45,600 sales each day originated from a mobile device (smartphone and tablet) - 18,500 of these were through a smartphone- 665 clicks originated from a mobile device every minute- 768 sales were generated through a smartphone each hour- 32% of revenue generated for our advertisers in November was through a mobile device
Mobile vs Non Mobile Traffic
January
2013
February
2013
March 2013
April 2013
May 2013
June 2013
July 2013
August
2013
September
2013
October
2013
November
2013
December
2013
January
2014
February
2014
March 2014
April 2014
May 2014
June 2014
July 2014
August
2014
September
2014
October
2014
November
2014
75.40%
Non Mobile
73.94%
Non Mobile
73.84%
Non Mobile
63.31%
Non Mobile
71.42%
Non Mobile
71.16%
Non Mobile
66.59%
Non Mobile
65.57%
Non Mobile
68.01%
Non Mobile
68.48%
Non Mobile
66.57%
Non Mobile
65.58%
Non Mobile
65.35%
Non Mobile
66.54%
Non Mobile
67.65%
Non Mobile
65.93%
Non Mobile
63.70%
Non Mobile
61.77%
Non Mobile
60.61%
Non Mobile
59.14%
Non Mobile
56.80%
Non Mobile
56.25%
Non Mobile
54.18%
Non Mobile
21.76%
Mobile
22.91%
Mobile
23.23%
Mobile
33.90%
Mobile
24.39%
Mobile
23.87%
Mobile
29.32%
Mobile
31.27%
Mobile
29.88%
Mobile
29.30%
Mobile
31.50%
Mobile
32.42%
Mobile
32.08%
Mobile
31.34%
Mobile
30.54%
Mobile
32.49%
Mobile
34.32%
Mobile
35.58%
Mobile
36.05%
Mobile
38.34%
Mobile
40.47%
Mobile
41.75%
Mobile
44.17%
Mobile
Monthly
November
1, 2014
November
2, 2014
November
3, 2014
November
4, 2014
November
5, 2014
November
6, 2014
November
7, 2014
November
8, 2014
November
9, 2014
November
10, 2014
November
11, 2014
November
12, 2014
November
13, 2014
November
14, 2014
November
15, 2014
November
16, 2014
November
17, 2014
November
18, 2014
November
19, 2014
November
20, 2014
November
21, 2014
November
22, 2014
November
23, 2014
November
24, 2014
November
25, 2014
November
26, 2014
November
27, 2014
November
28, 2014
November
29, 2014
November
30, 2014
50.98%
50.50%
56.87%
56.90%
54.86%
54.49%
58.67%
52.20%
51.11%
57.95%
56.47%
57.52%
56.57%
55.36%
50.62%
51.12%
58.21%
57.13%
56.73%
55.78%
55.82%
50.35%
50.72%
58.70%
56.75%
53.89%
51.00%
53.17%
49.96%
49.86%
47.08%
47.63%
41.36%
41.00%
43.40%
43.91%
39.57%
45.91%
47.25%
40.22%
41.92%
40.86%
41.59%
42.87%
47.83%
47.25%
39.77%
41.18%
41.40%
41.56%
42.29%
48.20%
47.72%
39.81%
41.83%
44.54%
47.63%
45.78%
48.58%
48.78%
Daily
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
57.91%Non Mobile
57.15%Non Mobile
55.79%Non Mobile
54.96%Non Mobile
54.30%Non Mobile
54.96%Non Mobile
55.13%Non Mobile
55.04%Non Mobile
53.24%Non Mobile
49.86%Non Mobile
40.46%Mobile
40.67%Mobile
41.95%Mobile
42.55%Mobile
43.82%Mobile
43.23%Mobile
43.18%Mobile
43.07%Mobile
45.39%Mobile
48.78%Mobile
Weekly
Mobile vs Non Mobile - Mobile traffic continued it's upward trend in Novemberand was up to 44.17% of all traffic across the network - For the first time ever we saw desktop traffic fall below50% in the final two days of the month. - Mobile traffic hasn't quite hit 50% though. It peaked at48.78% on Sunday 30th November with 'other' meaningthat desktop fell below 50% for the first time - 'Black Friday' (28th November) saw 45.78% of trafficoriginate from a mobile device - We move ever closer to the elusive 50% of traffic origi-nating from a mobile device
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
22.55%Smartphone
20.48%Smartphone
21.74%Smartphone
22.27%Smartphone
21.29%Smartphone
21.52%Smartphone
22.05%Smartphone
21.93%Smartphone
24.18%Smartphone
24.31%Smartphone
57.91%Desktop
57.15%Desktop
55.79%Desktop
54.96%Desktop
54.30%Desktop
54.96%Desktop
55.13%Desktop
55.04%Desktop
53.24%Desktop
49.86%Desktop
15.34%Tablet
17.11%Tablet
17.54%Tablet
17.52%Tablet
17.69%Tablet
18.42%Tablet
18.92%Tablet
18.77%Tablet
19.55%Tablet
22.54%Tablet
Weekly
Traffic Breakdown by Device Type - Both smartphone and tablet traffic increased again inNovember, upto 22.7% and 19.18% respectively - 'Black Friday' saw a quarter of our traffic originate froma smartphone with a further 19.27% come through atablet device - The peak for smartphone traffic came a day earlierthough - where we saw 26.7% of traffic
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
29.64%Android Mobile
27.32%Android Mobile
27.35%Android Mobile
26.57%Android Mobile
26.87%Android Mobile
25.67%Android Mobile
25.87%Android Mobile
25.73%Android Mobile
24.75%Android Mobile
24.96%Android Mobile
66.38%iPhone
69.38%iPhone
69.46%iPhone
70.37%iPhone
69.82%iPhone
71.22%iPhone
71.09%iPhone
71.13%iPhone
72.53%iPhone
72.55%iPhone
Weekly
Smartphone Traffic Breakdown - Having seen its share of traffic decrease slightly in Oc-tober, it increased again in November to 71.64%. Androiddropped to 25.42% - On 'Black Friday' 72.28% of smartphone traffic wasthrough an iPhone compares to 25.16% through Androiddevices - Windows Phone and Blackerry continues to see a mini-mal share of traffic
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
38.58%Android Tablet
35.34%Android Tablet
36.16%Android Tablet
36.47%Android Tablet
36.71%Android Tablet
38.37%Android Tablet
38.75%Android Tablet
38.49%Android Tablet
38.68%Android Tablet
35.93%Android Tablet
61.42%iPad
64.66%iPad
63.84%iPad
63.53%iPad
63.29%iPad
61.63%iPad
61.25%iPad
61.51%iPad
61.32%iPad
64.07%iPad
Weekly
November 1,
2014
November 2,
2014
November 3,
2014
November 4,
2014
November 5,
2014
November 6,
2014
November 7,
2014
November 8,
2014
November 9,
2014
November
10, 2014
November
11, 2014
November
12, 2014
November
13, 2014
November
14, 2014
November
15, 2014
November
16, 2014
November
17, 2014
November
18, 2014
November
19, 2014
November
20, 2014
November
21, 2014
November
22, 2014
November
23, 2014
November
24, 2014
November
25, 2014
November
26, 2014
November
27, 2014
November
28, 2014
November
29, 2014
November
30, 2014
63.62%
63.99%
60.27%
61.30%
61.12%
61.43%
59.61%
63.03%
62.50%
61.97%
60.04%
61.40%
61.08%
59.53%
61.96%
63.80%
61.58%
59.91%
58.78%
61.38%
59.91%
64.09%
64.67%
61.56%
60.56%
57.96%
58.24%
61.36%
64.80%
64.07%
36.38%
36.01%
39.73%
38.70%
38.88%
38.57%
40.39%
36.97%
37.50%
38.03%
39.96%
38.60%
38.92%
40.47%
38.04%
36.20%
38.42%
40.09%
41.22%
38.62%
40.09%
35.91%
35.33%
38.44%
39.44%
42.04%
41.76%
38.64%
35.20%
35.93%
Daily
Tablet Traffic Breakdown - Android Tablet continued to demonstrate growth and38.41% of traffic is now originating from an Android tablet. - 'Black Friday' saw Android tablets receive 38.64% oftablet traffic - Traffic through Android tablets peaked two days earlieron Wednesday 26th November with 42% of all Androidtraffic
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
66.05%Non Mobile
65.96%Non Mobile
64.58%Non Mobile
63.82%Non Mobile
65.39%Non Mobile
64.36%Non Mobile
63.95%Non Mobile
63.60%Non Mobile
61.59%Non Mobile
59.30%Non Mobile
33.34%Mobile
33.42%Mobile
34.79%Mobile
35.54%Mobile
33.94%Mobile
34.98%Mobile
35.40%Mobile
35.77%Mobile
37.78%Mobile
40.02%Mobile
Weekly
Mobile vs Non Mobile - Sales through mobile devices increased again in November and were up to 36.46% across the network - 'Black Friday' saw 38.13% of sales originate from a mo-bile device - The share of sales through mobile actually peaked aday later with 42.48% of sales on Saturday 29th Novem-ber
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
13.63%Smartphone
13.82%Smartphone
14.76%Smartphone
15.37%Smartphone
13.42%Smartphone
13.89%Smartphone
14.24%Smartphone
14.22%Smartphone
15.97%Smartphone
14.50%Smartphone
66.05%Desktop
65.96%Desktop
64.58%Desktop
63.82%Desktop
65.39%Desktop
64.36%Desktop
63.95%Desktop
63.60%Desktop
61.59%Desktop
59.30%Desktop
19.28%Tablet
19.18%Tablet
19.60%Tablet
19.74%Tablet
20.12%Tablet
20.69%Tablet
20.78%Tablet
21.16%Tablet
21.42%Tablet
25.20%Tablet
Weekly
Sales Breakdown by Device Type - November saw an increase in the share of salesthrough both smartphones and tablets - Tablet sales were up to 21.34% (from 19.47%) whilesmartphone share increased to 14.74% (from 14.34%) - 'Black Friday' saw 20% of sales orginate from a tabletwhile smartphone was just behind at 17.72%
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
26.11%Android Mobile
26.09%Android Mobile
26.99%Android Mobile
26.58%Android Mobile
26.38%Android Mobile
26.11%Android Mobile
25.94%Android Mobile
25.53%Android Mobile
24.80%Android Mobile
24.46%Android Mobile
73.26%iPhone
73.28%iPhone
72.44%iPhone
72.91%iPhone
73.06%iPhone
73.34%iPhone
73.55%iPhone
73.96%iPhone
74.84%iPhone
75.23%iPhone
Weekly
November 1,
2014
November 2,
2014
November 3,
2014
November 4,
2014
November 5,
2014
November 6,
2014
November 7,
2014
November 8,
2014
November 9,
2014
November
10, 2014
November
11, 2014
November
12, 2014
November
13, 2014
November
14, 2014
November
15, 2014
November
16, 2014
November
17, 2014
November
18, 2014
November
19, 2014
November
20, 2014
November
21, 2014
November
22, 2014
November
23, 2014
November
24, 2014
November
25, 2014
November
26, 2014
November
27, 2014
November
28, 2014
November
29, 2014
November
30, 2014
72.88%
73.32%
73.30%
73.58%
73.18%
73.74%
73.17%
73.01%
74.43%
73.85%
73.31%
73.31%
73.33%
73.03%
73.74%
74.47%
73.89%
73.83%
71.93%
74.64%
73.62%
75.06%
75.07%
74.06%
74.49%
75.34%
75.07%
74.54%
75.31%
75.23%
26.77%
26.21%
26.14%
26.02%
26.20%
25.71%
26.30%
26.32%
25.01%
25.65%
26.22%
26.20%
26.12%
26.47%
25.77%
25.10%
25.68%
25.53%
27.44%
24.83%
25.83%
24.49%
24.59%
25.43%
25.08%
24.25%
24.55%
25.14%
24.37%
24.46%
Daily
Smartphone Sales Breakdown - As with traffic, the share os sales through the iPhone in-creased at the expense of Android devices. This was upto 74.11% vs. 25.43% for Android - On 'Black Friday' the split of sales was 75% vs. 24.55%in Apple's favour - Blackberry and Windows phone make up an extremelyminimal share of smartphone sales
September 28, 2014 October 5, 2014 October 12, 2014 October 19, 2014 October 26, 2014 November 2, 2014 November 9, 2014 November 16, 2014 November 23, 2014 November 30, 2014
Tablet Sales Breakdown - Sales through Android tablets increased again to 20.94%in October - 'Black Friday' saw 23.74% of sales originate from an An-droid tablet - Despite Android traffic rapidly closing the gap on theiPad in terms of traffic, this is not being replicated in termsof sales
Conversion Rate Mobile vs Non Mobile - Conversion rates from both mobile and non mobile de-vices saw an increase in November. - Non mobile conversion rates were up to 6.70% (from5.54%), while mobile conversion rates increased to 4.77%(from 3.86%) - Cyber weekend saw an increase in conversion rates withboth mobile and non mobile conversion rates peaking onSunday 30th November at 8.8% and 6.07% respectively
Conversion Rate Breakdown by Device Type - Each of the devices showed an improvement in conver-sion rate in November - Desktop converted at 6.7% with tablets just behind(6.42%) while smartphone conversion rate was up to3.75% (from 3.14%) - Smartphone conversion rate peaked at 4.75% on 'BlackFriday' while both desktop and tablet peaked on Sunday30th with 8.8% and 8.27% respectively
Conversion Rate Breakdown by Smartphone - Having seen a slight drop off last month, Android con-version was back in line with iPhone at 3.88% - Both devices tend to follow similar trends throughout themonth - both peaking on 'Black Friday' - Blackberry again saw its conversion rate fluctuatethroughout the month. This is based on a significantly lower volume of traffic than the iPhone and Android de-vices though - Windows phone continues to convert at the lowest ratewith browsers highly unlikely to purchase - iPhone and Android drive the overall smartphone con-version rate with Windows phone having little impact on reducing it due to the minimal volumes through the device
April 2013 August 2013 December 2013 April 2014 August 2014Month of calendar_date
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%8.00%iPad
3.50%Android Tablet
Monthly
September 28, 20..
October 5, 2014
October 12, 2014
October 19, 2014
October 26, 2014
November 2, 2014
November 9, 2014
November 16, 2014
November 23, 2014
November 30, 2014
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
10.37%iPad
3.99%Android Tablet
Monthly
November 1, 2014
November 2, 2014
November 3, 2014
November 4, 2014
November 5, 2014
November 6, 2014
November 7, 2014
November 8, 2014
November 9, 2014
November 10, 2014
November 11, 2014
November 12, 2014
November 13, 2014
November 14, 2014
November 15, 2014
November 16, 2014
November 17, 2014
November 18, 2014
November 19, 2014
November 20, 2014
November 21, 2014
November 22, 2014
November 23, 2014
November 24, 2014
November 25, 2014
November 26, 2014
November 27, 2014
November 28, 2014
November 29, 2014
November 30, 2014
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
10.37%iPad
3.99%Android Tablet
Monthly
Conversion Rate Breakdown by Tablet - Both the iPad (8%) and Android Tablets (3.5%) saw anincrease in conversion rates - iPad conversion peaked at 10.37% on Sunday 30thNovember - Android conversion peaked a day earlier at 4.38%
April 2013 August 2013 December 2013 April 2014 August 2014
0
20
40
60
80
100
120
140
£82.22
£66.92
Monthly
Sep 28 Oct 5 Oct 12 Oct 19 Oct 26 Nov 2 Nov 9 Nov 16 Nov 23 Nov 30
0
10
20
30
40
50
60
70
80
£77.95
£67.20
Weekly
Nov 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 Dec 1
0
10
20
30
40
50
60
70
80
90
£77.95
£67.20
Daily
Average Order Value Mobile vs Non Mobile - Non mobile AOV dropped slightly to £82.22 while mobileAOV increased to £66.92 - There was a clear peak in AOV on 'Black Friday' for bothnon mobile and mobile sales. This was £93.85 and £85.37respectively as consumers took advantage of the signifi-cant discounts available
April 2013 August 2013 December 2013 April 2014 August 2014
£0.00
£20.00
£40.00
£60.00
£80.00
£100.00
£120.00
£140.00
£72.93
£58.73
£82.22
Monthly
Sep 28 Oct 5 Oct 12 Oct 19 Oct 26 Nov 2 Nov 9 Nov 16 Nov 23 Nov 30
0
10
20
30
40
50
60
70
80
£72.72
£58.10
£77.95
Weekly
Nov 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 Dec 1
0
10
20
30
40
50
60
70
80
90
£72.72
£58.10
£77.95
Daily
Average Order Value by Device Type - Each of the devices saw an increase in AOV in Novem-ber. Desktop stood at £82.22, tablet at £72.93 and smart-phone £58.73 - There was a clear peak for all devices on 'Black Friday'and this stood at £93.85 for desktop, £90.10 for tablet and£80.48 for smartphone
April 2013 August 2013 December 2013 April 2014 August 2014
£0.00
£10.00
£20.00
£30.00
£40.00
£50.00
£60.00
£41.87
£59.86
£42.02
£55.72
Monthly
Sep 28 Oct 5 Oct 12 Oct 19 Oct 26 Nov 2 Nov 9 Nov 16 Nov 23 Nov 30
0
10
20
30
40
50
60 £58.80£59.21
£42.22
£54.82
Weekly
Nov 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 Dec 1
0
20
40
60
80
100
£58.80£59.21
£42.22
£54.82
Daily
Average Order Value by Smartphone - Each smartphone device saw an increase in AOV apartfrom Blackberry which remained constant - iPhone users continue to spend more on average withan AOV of £59.86 in November - Android stood at £55.72 - iPhone and Android saw an almost identical peak inAOV on 'Black Friday' (just over £80) while Windowsphone peaked mid month and Blackberry on 27th Novem-ber.
April 2013 August 2013 December 2013 April 2014 August 2014
0
20
40
60
80
100
120
£64.39£76.92
£59.24
Monthly
Sep 28 Oct 5 Oct 12 Oct 19 Oct 26 Nov 2 Nov 9 Nov 16 Nov 23 Nov 30
0
10
20
30
40
50
60
70
80
£61.73
£76.38
£57.25
Weekly
Nov 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 Dec 1
0
10
20
30
40
50
60
70
80
90
100
£61.73
£76.38
£57.25
Daily
Average Order Value by Tablet - The iPad and Android tablets also saw a peak in AOV on'Black Friday' at £95 and £76 respectively - As with smartphones, consumers using Apple devicesare consistently spending more than their Android coun-terparts
