With the staggering mobile growth that had been witnessed throughout 2013, it was widely predicted that consumers would turn to their mobile devices over the Christmas period.
John Lewis made a bold prediction pre-Christmas that it would see its share of mobile traffic exceed desktop for the first time on Christmas Day and they subsequently reported that these expectations were exceeded, with two thirds of traffic originating from a mobile device.
John Lewis was not the only advertiser that witnessed exceptional mobile performance, with a number of leading retailers also reporting on their mobile activity over the festive period.
A few months ago we received an interesting piece of research from OC&C Strategy consultants which investigated how UK retailers are well placed to outperform their overseas counterparts in the battle for online supremacy.
It was estimated by 2020 there would be an incredible sevenfold increase in non UK sales.
Within the report, the ‘jewels of Britain’s retail e-mpire’ were highlighted. This was based on the volume of consumer searches from international territories.
A number of advertisers across the network were included on this list so we decided to take a look and see how the affiliate channel was aiding internationalisation in the ecommerce market.
Smartphones and tablets now account for almost a quarter of traffic for affiliate marketing campaigns, a massive six-fold increase in less than two years.
A new report from Affiliate Window shows that 22% of traffic and 18% of sales come through mobile and tablet devices, figures which respectively stood at just 3.5% and 5% back in November 2011.
The data comes from millions of sales and clicks recorded every month from more than 1,400 retailers’ and advertisers’ affiliate marketing campaigns.
Smartphones alone account for 13.6% of total traffic, which shows the importance of tablets for ecommerce as the devices drive a similar level of visits to smartphones despite a much lower penetration rate.
With mobile commerce continuing to gather pace through the performance channel, it has been interesting to look back across the past few weeks to analyse the role mobile played over the Easter bank holiday.
With our March stats indicating that traffic through mobile devices reached 21.1% while sales were at 14.2%, it was interesting to see the impact of a long weekend on mobile usage.
We have traditionally seen that consumers turn to mobile devices at weekends. This is not particularly surprising when we consider that office workers step away from their desktops and instead use mobile devices to access the internet.
Over the past two years we have witnessed traffic through mobile devices increase from 2% to 19% of total network clicks.
If we exclude tablet devices from this equation, traffic through mobile handsets has grown from 1.8% to 11%.
With consumers increasingly using mobile devices to access the internet, it becomes of paramount importance to ensure that the mobile user journey is optimised for this experience.
With the festive break all but a distant memory, we have taken the opportunity to look back at our stats across the network for the run up to Christmas as well as the post Christmas sales.
As a company running affiliate campaigns for around half of the UK’s largest retailers as well as over 1,000 SMEs, we are able to interrogate our data to provide some insights into general retail trends over the Christmas and New Year period.
There were a number of predictions and subsequently reports of the largest online shopping days and in this post we are able to look across our advertiser base to identify the peak trading periods.
With consumer behavior shifting and mobile commerce playing a more prominent role, we also look at the device trends during this time.
It's been a slow week for marketing stats, but even so here are some of the best we've seen.
Stats include Boxing Day ecommerce traffic, mobile sales and conversions from Affiliate Window, a record week for app downloads and sales data from John Lewis, Amazon and Next.
For more digital marketing stats, check out our Internet Statistics Compendium.
There is no escaping the fact that mobile commerce has been experiencing considerable growth. Recent research from Deloitte suggested that mobile devices would influence £3.5bn of retail sales this Christmas.
As well as understanding the anticipated growth of m-commerce, it is also important to recognise the devices that are fuelling this growth.
With targeting capabilities evolving, it is possible to segment audiences based on the device they are visiting through and advertisers are able to capitalise on this through targeted promotions.
New data from Affiliate Window shows that mobile conversion rates have plateaued this year, hovering around the 3% mark since January.
In 2011 mobile conversions increased from around 1.9% in January to more than 3.5% in December, but 2012 has seen a levelling out.
As m-commerce sites are becoming more common, these statistics highlight the difficulty brands face with increasing transactions on mobile.
We recently reviewed the top 20 UK retailers' mobile checkouts and found that in general the sites were user-friendly. But clearly consumers still prefer to make a purchase using a desktop or tablet rather than their mobile.
The AW stats show that August actually saw a slight drop in mobile conversions to 2.84% from 3.14% in July.
A wise man once said that “you always fear what you don’t understand” and, despite being over a decade since its initial conception, people still fear performance marketing.
The wise man in question was Carmine Falcone in Batman Begins, and for a brutal leader of Gotham’s criminal underworld, his philosophy certainly rings true.
I don’t think there are obvious comparisons to performance marketing and Batman, although it is nice to think that our industry is the anti-hero striving for universal approval, but his simple ethos has been resonating loudly throughout the performance channel recently.