Affiliate Window’s mobile data is drawn from over 2.5m network transactions each month across 1,600 advertisers spanning the retail, travel and telecoms sectors. Clients we work with include John Lewis, Marks & Spencer, Sky, British Telecom and

Working with around half the top 100 retail brands in the UK as well as over 1,000 SMEs allows us to build a comprehensive picture of the mobile landscape.

Following on from a strong first quarter of the year, mobile performance has strengthened further across the network in Q2. In Q2 2014 34.08% of all network traffic originated from a mobile device – up from 31.34% in Q1 and a huge increase on the 27.61% seen in Q2 2013. June was a particularly strong month in terms of traffic with 35.58% of traffic originating from a mobile phone.

The majority of mobile traffic across the network continues to originate from a smartphone (17.04%) and this is an increase on the 14.51% seen in Q1. Tablet traffic is slightly behind with a 14.42% share but this is also up on the previous quarter (13.4%).

Switching attention to transactions, Q2 saw 30.40% of sales originate from a mobile device vs. 26.71% Q1 2014. Having experienced strong mobile performance in the post-Christmas period, this continued throughout Q2. As with traffic, June was a particularly strong month in terms of transactions with 30.86% originating from a mobile device.

The increase in mobile transactions was seen across both tablets and smartphones (19.17% and 10.86% vs. 17.64% and 8.81% the previous quarter).

Having seen Android smartphones performing fairly strongly in Q1, Q2 has seen the iPhone further erode Android’s share of traffic. Despite an increasing volume of Android handsets being sold and being the dominant operating system, Apple continues to dominate across the network. The iPhone’s share of traffic was up 1.6% (to 68.62%) on Q1 figures while the share of sales grew 2% (to 73.69%)

We continue to see a significant disconnect when it comes to Android tablets. Despite an increase in traffic to 27.49% in Q2 (up from 24.67%), sales remain well behind with just 16% of transactions generated from an Android tablet. The trend of Android users browsing but not purchasing through their tablets remains a consistent theme. iPad users continue to convert at a much greater rate.

Having seen a drop off in conversion rates in Q1 following on from Christmas performance, this picked up in Q2. Tablet devices continue to convert at the greatest rate at 6.05% while smartphone conversion was up to 2.90%. This is an improvement on Q1 figures of 5.7 and 2.63% respectively.

Average order values for Q2 were up for both desktop and smartphone, while tablet AOV was down on what we saw for Q4 2013.

Matt Swan

Matt Swan


Matt Swan is a Client Strategist at Affiliate Window.