55% of mobile commerce sales come through the iPad, followed by 29% on iPhone and 13% on Android devices. 

According to stats from Affiliate Window's network, the iPad accounts for 40% of traffic. The stats are taken from 53m clicks and 1.5m sales between January 2011 and June 2012. 

As the infographic shows, mobile tracking is an issue. Over this period, advertisers received £28m in sales for which they were unable to pay commission to affiliates. 

Graham Charlton

Published 18 July, 2012 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (7)

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Deri Jones, CEO at SciVisum Ltd

That 17% of traffic from Android seems low - the growth in Android devices is so fast, maybe that percentage is too weighted down by the past?

And with the new $200 Google Nexus 7 tablet - that's another push for Androd tablets.

Have any of the Marketing gurus predicted when Android mCommerce will overtake Apple ?

over 5 years ago

Stephen Thair

Stephen Thair, Director at Seriti Consulting

Am I the only one that finds lumping iPad (or other tablet) traffic in with "mobile" as being somewhat disingenuous?

Judging by my assessment (admittedly anecdotal and unscientific based on friends&family) most people are using iPads as sofa-surfing laptop substitutes.

The iPad is connected to home WiFi and then via broadband, in exactly the same way as any PC, laptop or netbook.

Hardly "mobile commerce", surely?

But I guess it's a great way to pad out the data and pump up the hype...

over 5 years ago


Keith Horwood

Phil - an iPad is a mobile device, and is treated as such by Google in Analytics and in Paid search.

You are right that they can replace laptops and desktops for browsing, and I think this kind of use will only increase further.

iPad's and other tablets can use 3G just like mobile phones, but I think for commerce they should be treated differently by online stores.

Conversion rate should improve as screen sizes improve from a mobile to a tablet, but the introduction of mini tablets will mean a need of robust responsive design that can handle mutliple screen sizes.

over 5 years ago


Kevin Edwards

I think if we had lumped the iPad with all handsets and labelled it as generic 'mobile' traffic I would agree that it wouldn't be particularly useful, but as it is, it's a good yardstick and it's easy to compare devices.

With regards Android we have seen the share of traffic and sales creep up over the past few weeks with current levels at around 50% of the iPhone.

It's worth pointing out this is a significant dataset of millions of clicks and sales so we'd like to think is representative of general trends.

over 5 years ago


Jamil Kassam

Funny how iOS devices are split out but both smartphone & tablet Android devices are lumped together...

£2.1m = the estimated saving in comission made by advertisers due to not having mobile tracking in place?

over 5 years ago


Alice Collins

I'm a bit surprised that the iPhone and the iPad have been separated and have their respective judge. True that mobile devices have more traffic because they are more flexible than the tablet devices. Indeed, the rise of the traffic is also another significant case that the internet is now widespread and that m-commerce has also taken part in it as well.

about 5 years ago


Researching mcommerce

Pretty soon we won't even have a division of "mobile devices" and desktops - we'll all be working in the cloud with no computers!

almost 5 years ago

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