Mobile Stats - Q1 2015 · mobile stats - q1 2015 tklv grfxphqw orrnv dw wkh preloh vwdwv dfurvv wkh qhwzrun eurnhq grzq e\ txduwhu. iq wklv zh orrn dw wkh vkduh ri wudiilf dqg vdohv

$Page 1: Mobile Stats - Q1 2015 · mobile stats - q1 2015 tklv grfxphqw orrnv dw wkh preloh vwdwv dfurvv wkh qhwzrun eurnhq grzq e\ txduwhu. iq wklv zh orrn dw wkh vkduh ri wudiilf dqg vdohv$
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%


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




71.56%iPhone

69.87%iPhone

68.98%iPhone

67.56%iPhone

3.62%Windows Phone

4.60%Windows Phone


25.13%Android Mobile 26.75%

Android Mobile 26.41%Android Mobile

67.02%iPhone 68.62%

iPhone69.50%iPhone

70.56%iPhone


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


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









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


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


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


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



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


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


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


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


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


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.


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


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


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


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


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


Device NameAndroid Tablet

iPad

Kindle

Kindle Fire

Documents

Mobile Stats - Q1 2015 · mobile stats - q1 2015 tklv grfxphqw orrnv dw wkh preloh vwdwv dfurvv wkh qhwzrun eurnhq grzq e\ txduwhu. iq wklv zh orrn dw wkh vkduh ri wudiilf dqg vdohv