With 51% of mobile users in the UK having already interacted with m-commerce, there is significant opportunity for advertisers who embrace the channel.
Previously, I investigated the development of mobile commerce through the affiliate channel, analysing the data for the first quarter of 2011.
As we enter the third quarter, it provides an opportunity to study the growth trends demonstrated throughout the second quarter.
The data delves into the percentage of all sales through Affiliate Window that has come through a mobile device.
It also examines which mobile devices are effective at driving traffic and delivering sales, as well as comparing their conversion rates across the network as a whole.
By the end of the first quarter, the percentage of sales through mobile devices was just under 3% of the total sales delivered through the network. This had almost doubled from the figure that was seen in December 2010.
Throughout Q1 there has been a steady growth in sales through mobile devices. By the end of June, the percentage of sales had increased further to nearly 4%.
(% of total Affiliate Window sales coming through mobile devices)
Looking at the trend in devices, the iPhone is still the greatest driver of sales, accounting for almost 40% of total sales through mobile devices.
However, there has been a drop in sales through the iPhone, which has seen an increase in the share delivered through the iPad (34% by end of Q2) and Android devices as they gain market share.
There has also been an increase in the percentage of sales through Blackberry, accounting for almost 10% of mobile sales. Aside from the main mobile devices, ‘other’ has remained steady with around a 5% share month on month.
(% of mobile sales through each mobile device)
Traffic has also shown an increase in Q2 with over 3% of the total traffic coming through mobile devices for the first time in June.
Delving further into the traffic stats, it is possible to see which mobile devices consumers are using to browse advertiser sites.
The traffic stats mirror the sales trends, with the share of traffic seen through the iPhone declining at the expense of other mobile devices, most notably the iPad.
However, the percentage base of iPhone traffic is a lot higher than that of sales (45% vs 38%) indicating the iPad is a stronger converter of traffic than the iPhone.
(% of mobile traffic through each mobile device)
Looking at the conversion rate of each of the devices this is again evident. The conversion rate experienced through the iPad is significantly higher than all other mobile devices and the conversion rate seen through non-mobile devices.
This peaked at 4% in December and has been steady at just above a 3.5% conversion rate.
The conversion rates of other mobile devices are below that of the iPad. As the iPad is more akin to a laptop it makes purchasing more convenient. The lower conversion rates experienced by other mobile devices are likely to be because they are more often used in the research phase.
It is interesting to note however that each of the major mobile devices has demonstrated a conversion rate above and beyond that of non-mobile devices throughout Q2.
In December 2010, conversion rates were around 1.5%. By the end of Q2, each of the devices analysed were comfortably converting at over 2%.
As m-commerce continues to develop, an increasing number of advertisers are developing dedicated mobile sites – making it easier to convert users that are visiting them through mobile devices.
(Conversion rates through Affiliate Window)
There is significant opportunity for advertisers to embrace mobile commerce through the performance channel.
With the number of smart phone users set to double to over 92m in the coming year, according to Flurry, mobile commerce will experience excessive growth.
More and more advertisers are embracing the growth and have mobile commerce strategies in place. With an increasing number of affiliates having their own mobile apps and dedicated mobile sites, they should be considered an integrated part of mobile strategies.
In order to engage with affiliates through mobile, it is essential to ensure that affiliate tracking is added to mobile sites. Without this, advertisers could be missing out on a wealth of additional opportunities.