Mobile Stats - Q1 2015 This document looks at the mobile stats across the network broken down by quarter. 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 in-dividual device stats that are driving these trends. Q1 2015 Highlights- 46.16% of traffic across the network originated from a mobile device- 35.86% of sales across the network originated from a mobile device- 34,600 sales came through a mobile device (smartphone and tablet) each day- 15,350 of these were through a smartphone- 640 sales were generated through a smartphone each hour- 675 clicks originated from a smartphone each minute- 29.5% of revenue generated for our advertisers originated from a mobile device in Q1
Mobile vs Non Mobile Traffic
2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
74.46%Non Mobile
68.42%Non Mobile
66.71%Non Mobile
66.77%Non Mobile
22.58%Mobile
27.61%Mobile
30.14%Mobile
31.19%Mobile
3.96%Other
3.15%Other
66.48%Non Mobile
63.86%Non Mobile
58.87%Non Mobile
54.74%Non Mobile
31.34%Mobile
34.08%Mobile
38.27%Mobile
43.49%Mobile
51.99%Non Mobile
46.16%Mobile
Quarterly
- 46.16% of traffic originated from a mobile device in Q12015 - This is up from 43.49% in the previous quarter - Mobile traffic is up 15 percentage points from what wesaw in Q1 2014
Questions? Comments? Get in touch at [email protected]
Device CategoryNon Mobile
Mobile
Other
Traffic Breakdown by Device Type
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
6.56%Other Mobile 5.29%
Other Mobile
9.97%Smartphone
10.57%Smartphone
12.71%Smartphone 14.52%
Smartphone14.51%Smartphone
17.04%Smartphone
18.87%Smartphone
22.41%Smartphone
25.19%Smartphone
3.96%Unknown
74.46%Desktop
68.42%Desktop
66.71%Desktop
66.77%Desktop
66.48%Desktop
63.86%Desktop
58.87%Desktop
54.74%Desktop
51.99%Desktop
10.56%Tablet
10.48%Tablet 12.15%
Tablet13.91%Tablet
13.40%Tablet
14.42%Tablet
16.02%Tablet
18.41%Tablet
18.45%Tablet
Quarterly
- A quarter of all traffic across the network originated from a smart-phone in Q1 2015 - This is up from 22.4% in Q4 2014 - Smartphone traffic is two and a half times what we were seeingtwo years ago - Tablet traffic remained consistent with what we were seeing in Q42014 at around 18.5%
Questions? Comments? Get in touch at [email protected]
Device TypeDesktop
Smartphone
Tablet
Other Mobile
Unknown
Games Console
Smartphone Traffic Breakdown
2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
23.99%Android Mobile
25.32%Android Mobile
25.75%Android Mobile
26.42%Android Mobile
71.56%iPhone
69.87%iPhone
68.98%iPhone
67.56%iPhone
3.62%Windows Phone
4.60%Windows Phone
26.82%Android Mobile
25.13%Android Mobile 26.75%
Android Mobile 26.41%Android Mobile
67.02%iPhone 68.62%
iPhone69.50%iPhone
70.56%iPhone
23.88%Android Mobile
73.53%iPhone
Quarterly
- The iPhone continued its dominance with a 73.53%share of smartphone traffic in Q1 - The share of traffic through Android devices has de-clined throughout 2014 having seen growth in 2013
Questions? Comments? Get in touch at [email protected]
Device NameiPhone
Android Mobile
Windows Phone
Blackberry
Tablet Traffic Breakdown
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
18.27%Android Tablet
19.32%Android Tablet
19.76%Android Tablet
21.32%Android Tablet
24.67%Android Tablet
27.49%Android Tablet
31.82%Android Tablet
38.91%Android Tablet
46.26%Android Tablet
81.73%iPad
80.68%iPad
80.24%iPad
78.68%iPad
75.33%iPad
72.51%iPad
68.18%iPad
61.09%iPad
53.74%iPad
Quarterly
- While we see the share of Android smartphone trafficdecrease, Android tablet has gone from strength tostrength - This has increased from 18.27% in Q1 2013 to46.26% in Q1 2015
Questions? Comments? Get in touch at [email protected]
Mobile vs Non Mobile Sales
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
84.91%Non Mobile
80.63%Non Mobile
76.86%Non Mobile
74.16%Non Mobile
72.80%Non Mobile
69.06%Non Mobile
67.39%Non Mobile
63.16%Non Mobile
63.34%Non Mobile
14.62%Mobile
18.94%Mobile
22.69%Mobile
25.41%Mobile
26.71%Mobile
30.40%Mobile
32.02%Mobile
36.19%Mobile
35.86%Mobile
Quarterly
- The share of sales in Q1 2015 was slightly downin what we saw in the previous quarter which wasinflated due to a mobile Christmas - Almost 36% of traffic originated from a mobile device in Q1
Questions? Comments? Get in touch at [email protected]
Device CategoryNon Mobile
Mobile
Other
Sales Breakdown by Device Type
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
4.61%Smartphone
6.75%Smartphone
8.24%Smartphone
8.81%Smartphone
10.86%Smartphone
12.23%Smartphone
15.01%Smartphone
15.89%Smartphone
84.91%Desktop
80.63%Desktop
76.86%Desktop
74.16%Desktop
72.80%Desktop
69.06%Desktop
67.39%Desktop
63.16%Desktop
63.34%Desktop
11.03%Tablet
14.11%Tablet
15.70%Tablet
16.92%Tablet
17.64%Tablet
19.17%Tablet
19.40%Tablet
20.80%Tablet
19.69%Tablet
Quarterly
- Despite smartphones leading the way in terms of mobiletraffic, it is tablets that dominate sales - 19.7% of sales originated from a tablet vs. 15.9% of salesthrough a smartphone - Despite smartphones receiving a higher share of trafficthey are not as effective at converting as tablets - With the launch of cross device tracking we have seensmartphones being heavily involved in the research phaseof customer journeys
Questions? Comments? Get in touch at [email protected]
Device TypeDesktop
Tablet
Smartphone
Unknown
Other Mobile
Telephone Call
Games Console
Smartphone Sales Breakdown
2013 2014 2015
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
16.27%Android Mobile
25.36%Android Mobile
14.37%Blackberry
6.58%Blackberry
3.74%Blackberry
85.11%iPhone
92.93%iPhone
78.85%iPhone
71.18%iPhone
26.52%Android Mobile 25.20%
Android Mobile26.62%
Android Mobile25.93%
Android Mobile
71.66%iPhone 73.69%
iPhone
72.59%iPhone
73.61%iPhone
25.34%Android Mobile
74.23%iPhone
Quarterly
- As with traffic we continue to see the iPhone dominate smart-phone sales - 74.23% of all smartphone sales across the network originatedfrom an iphone in Q1
Questions? Comments? Get in touch at [email protected]
Device NameiPhone
Android Mobile
Blackberry
Windows Phone
Tablet Sales Breakdown
2013 2014 2015
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
78.38% 78.84%
83.74%85.69%
20.19% 19.76%
14.70% 12.31%
2.00%
83.10% 81.86%79.36%
76.01%
14.64% 15.99%18.52%
21.63%
2.27% 2.15% 2.11% 2.36%
71.70%
25.63%
2.68%
Quarterly
- Android has seen a steady increase in the share of salesthroughout 2014 and into 2015 - The share of sales through Android tablets increased to25.63% in Q1 2015 - Despite this growth, the share of sales is still someway behind that of traffic. This is indicative that Android tabletusers are less likely to convert than their Apple counterparts
Questions? Comments? Get in touch at [email protected]
Device NameiPad
Android Tablet
Kindle Fire
Kindle
Conversion Rate Mobile vs Non Mobile
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
5.50%
6.00%
6.50%
3.57%Mobile
5.60%Non Mobile
Quarterly
- Conversion rates for both mobile andnon mobile devices dropped in Q1 2015 - Q4 2014 experienced strong conver-sion rates due to the Christmas period - Conversion rates are in line with whatwe experienced in Q1 2014
Questions? Comments? Get in touch at [email protected]
Device CategoryMobile
Non Mobile
Conversion Rate Breakdown by Device Type
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
5.50%
6.00%
6.50%
2.90%Smartphone
5.60%Desktop
4.90%Tablet
Quarterly
- Desktop, tablet and smartphone allsaw a decrease in conversion rate in Q12015
Questions? Comments? Get in touch at [email protected]
Device TypeDesktop
Smartphone
Tablet
Conversion Rate Breakdown by Smartphone
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
1.52%Blackberry
3.07%Android Mobile
2.92%iPhone
0.33%Windows Phone
Quarterly
- Android, IPhone and Blackberry all saw a decrease inconversion rate in Q1 2015 - The decrease in conversion rate for the iPhone saw itdrop below Android for the first time - Windows phone saw a slight increase although itsshare of activity is minimal and it remains the poorestconverting device.
Questions? Comments? Get in touch at [email protected]
Device NameAndroid Mobile
Blackberry
iPhone
Windows Phone
Conversion Rate Breakdown by Tablet
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1Quarter of calendar_date
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
5.50%
6.00%
6.50%
7.00%
7.50%
8.00%
6.54%iPad
2.72%Android Tablet
Quarterly
- Both the iPad and Android tablets also saw a decrease inconversion rates in Q1 - The iPad continues to convert at a far greater rate than An-droid tablets - Despite seeing the share of traffic through Android tablets increase, the poorer conversion rate has meant that the shareof sales is still some way behind the iPad
Questions? Comments? Get in touch at [email protected]
Average Order Value Mobile vs Non Mobile
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0
10
20
30
40
50
60
70
80
90
100
110
£88.73
£65.00
Quarterly
- Both mobile and non mobile saw AOV increase in Q12015 to £65 and £88.73 respectively - With the heavy discounting by retailers in the run upto Christmas it is not a surprise to see AOV pick upagain in Q1
Questions? Comments? Get in touch at [email protected]
Average Order Value by Device Type
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0
10
20
30
40
50
60
70
80
90
100
110
£76.53
£51.13
£88.73
Quarterly
- Desktop and tablet AOV both increased to £88.73 and £76.53respectively - Smartphone AOV actually decreased in Q1 which stoppedoverall mobile AOV increasing more in Q1 vs. the previous quarter
Questions? Comments? Get in touch at [email protected]
Device TypeDesktop
Smartphone
Tablet
Average Order Value by Smartphone
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0
5
10
15
20
25
30
35
40
45
50
55
60
£15.26
£52.42
£34.27
£47.83
Quarterly
- Each smartphone saw a decrease in AOV in Q1 vs Q42014 - Despite having a poorer conversion rate in Q1, iPhoneusers continue to spend more than their Android coun-terparts - Windows Phone saw the largest drop off in AOV andthis stood at just £15.26 although this is based on avery small share of sales
Questions? Comments? Get in touch at [email protected]
Device NameAndroid Mobile
Blackberry
iPhone
Windows Phone
Average Order Value by Tablet
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
0
10
20
30
40
50
60
70
80
90
100
110
£68.78
£16.00
£84.04
£56.35
Quarterly
- The iPad saw AOV increase in Q1 while Androidtablets decreased slightly - Apple users continue to spend considerably more thantheir Android counterparts with AOV around £30 higherin Q1 - Kindle Fire AOV was around £15 behind the iPad butthis is from a minimal amount of sales - Kindle experienced a huge drop off in AOV but this isonly from a handful of sales
Questions? Comments? Get in touch at [email protected]
Device NameAndroid Tablet
iPad
Kindle
Kindle Fire