Mobile Stats - Q4 2015 Q4 2015 Highlights · 2017. 3. 1. · mobile stats - q4 2015 tklv grfxphqw...

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Mobile Stats - Q4 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.

Q4 2015 Highlights- 47.5% of traffic across the network originated from a mobile device- 39.6% of sales across the network originated from a mobile device- 57,119 sales came through a mobile device (smartphone and tablet) each day- 28,303 of these were through a smartphone- 1,179 sales were generated through a smartphone each hour- 870 clicks originated from a mobile device each minute- 35.6% of revenue generated for our advertisers originated from a mobile device in Q4 up from 31.3% in Q3 2015

Mobile vs Non Mobile Traffic

2013 2014 2015

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

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

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

49.56%Non Mobile

51.02%Non Mobile

50.35%Non Mobile

46.16%Mobile

48.00%Mobile

46.93%Mobile

47.46%Mobile

Quarterly

- Total mobile traffic equalled 47.46% in Q4 up half a per-centage point from Q3 this year

- Comparing year on year results, mobile traffic share isup nearly 4% from 43.49%, which was witnessed in Q42014

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 2015 Q2 2015 Q3 2015 Q4

5.29%Other Mobile

6.56%Other Mobile

22.41%Smartphone

12.71%Smartphone 14.52%

Smartphone14.51%

Smartphone

17.04%Smartphone

18.87%Smartphone

25.94%Smartphone

24.48%Smartphone

26.50%Smartphone25.19%

Smartphone

9.97%Smartphone

10.57%Smartphone

3.96%Unknown

68.42%Desktop

66.71%Desktop

66.77%Desktop

66.48%Desktop

63.86%Desktop

50.35%Desktop

51.02%Desktop

49.56%Desktop51.99%

Desktop54.74%Desktop58.87%

Desktop

74.46%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

19.22%Tablet

19.18%Tablet 19.28%

Tablet

Quarterly

- Q4 2015 saw over a quarter of all traffic driven by smartphones(25.94%)

- This result is up by 1.46% from Q3 2015, and closer to a peak insmartphone traffic we saw in Q2 2015 at 26.50%

- Comparing this quarter versus last year, smartphone share oftraffic is up by 3.53%

- Tablet traffic has remained fairly consistent in 2015, seeing aslight increase from 19.18% to 19.28% share of traffic

- We have continued to see a decline in desktop traffic over thepast two years, with 50.35% of total traffic in Q4 2015


Device TypeDesktop

Smartphone

Tablet

Other Mobile

Unknown

Games Console

Smartphone Traffic Breakdown

2013 2014 2015

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

23.99%Android Mobile




71.56%iPhone

69.87%iPhone

68.98%iPhone

67.56%iPhone

4.60%Windows Phone


25.13%Android Mobile 26.75%

Android Mobile26.41%

Android Mobile

67.02%iPhone

68.62%iPhone

69.50%iPhone

70.56%iPhone




Android Mobile

73.53%iPhone 75.96%

iPhone75.98%iPhone

77.10%iPhone

Quarterly

- We have continued to see iPhone grow in share of to-tal smartphone traffic, up by over a percentage pointfrom Q3 to 77.10% this quarter

- Android devices have seen a decline in smartphoneshare down to 20.46% in Q4 2015


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 2015 Q2 2015 Q3 2015 Q4

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

47.60%iPad

44.67%iPad

43.30%iPad

Quarterly

- Looking at tablet traffic, we've seen a counter trend(compared to Apple/ Android smartphone shares), withAndroid tablets taking an increasing share from iPads.Android tablets accounted for 56.70% of tablet traffic inQ4 2015

- iPad traffic has continued to decrease albeit at a slow-er rate to 43.30% this quarter down from 44.67% in Q3


Mobile vs Non Mobile Sales

2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4

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

62.37%Non Mobile

62.05%Non Mobile

59.68%Non Mobile

14.62%Mobile

18.94%Mobile

22.69%Mobile

25.41%Mobile

26.71%Mobile

30.39%Mobile

32.02%Mobile

36.19%Mobile

35.86%Mobile

36.86%Mobile

37.19%Mobile

39.59%Mobile

Quarterly

- In line with traffic increases, we have seen mo-bile sales increase in Q4 to 39.59% of total sales,up from 37.19% in the previous quarter

- This quarters increase puts mobile sales at over3 percentage points higher than Q4 2014, up from36.19%


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 2015 Q2 2015 Q3 2015 Q4

19.62%Smartphone

4.61%Smartphone

10.86%Smartphone8.81%

Smartphone8.24%

Smartphone6.75%

Smartphone

12.23%Smartphone

15.01%Smartphone

15.89%Smartphone

17.00%Smartphone

17.81%Smartphone

67.39%Desktop

63.16%Desktop

63.34%Desktop

62.37%Desktop

62.05%Desktop

59.68%Desktop

84.91%Desktop

80.63%Desktop

76.86%Desktop

74.16%Desktop

72.80%Desktop

69.06%Desktop

19.94%Tablet

17.64%Tablet16.92%

Tablet15.70%Tablet

14.11%Tablet

11.03%Tablet

19.40%Tablet

20.80%Tablet

19.69%Tablet

19.72%Tablet

19.34%Tablet

19.17%Tablet

Quarterly

- Smartphones have seen a strong rise in share of totalsales this quarter, up to 19.62%

- Tablet devices have also seen an increase at a lesser rateto 19.94% of total sales

- Smartphones have closed the gap in sales share withtablets, driving now only 0.32% less than tablets in Q4 2015


Device TypeDesktop

Tablet

Smartphone

Unknown

Other Mobile

Telephone Call

Games Console

Unmapped

Smartphone Sales Breakdown

2013 2014 2015

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4



14.37%Blackberry

6.58%Blackberry 3.74%

Blackberry

85.11%iPhone

92.93%iPhone

78.85%iPhone

71.18%iPhone




Android Mobile

71.66%iPhone 73.70%

iPhone

72.59%iPhone

73.61%iPhone





74.23%iPhone

75.35%iPhone

75.59%iPhone

76.71%iPhone

Quarterly

- Moving into Q4 iPhones have continued to dominate smart-phone sales, driving 76.71% of the total share, up fro 75.59% inthe previous quarter

- By contrast Android mobile drove 21.12% of total smartphonesales, down from 21.88% in Q4 2015


Device NameiPhone

Android Mobile

Windows Phone

Blackberry

Tablet Sales Breakdown

2013 2014 2015

2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4

78.38% 78.84%

83.74%85.69%

20.19% 19.76%

14.70% 12.31%

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% 70.07%68.13%

66.36%

25.63% 27.41%29.34%

31.00%

2.68% 2.51% 2.53% 2.64%

Quarterly

- As we have seen with tablet traffic, Android tablets haveincreased their share of tablet sales versus iPads

- Android tablets contributed 31% to total tablet sales thisquarter, up from 29.34% in Q3

- As we have seen in previous quarters, Kindle devicescontinue to only hold a minimal percentage of tablet sales,with iPads and Androids proving by far the most populardevices


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 2015 Q2 2015 Q3 2015 Q4

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%

6.48%Non Mobile

4.56%Mobile

Quarterly

- Along with seasonal network salespeaks in Q4, we have seen mobile con-version rate increase this quarter to4.56% for mobile devices

- Desktops also saw growth in conver-sion rate up to 6.48% this quarter from5.8% in Q3 2015

- Comparing the gap between non-mo-biles and mobiles, the gap in conversionhas closed slightly to 1.92% from 2.02%in Q3


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 2015 Q2 2015 Q3 2015 Q4

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%

4.13%Smartphone

5.65%Tablet

6.48%Desktop

Quarterly

- Looking more granularly at differentdevice types, we can see that conver-sion rate has increased across desktop,tablet and smartphones

- Tablets saw the steepest increase inconversion rate up to 5.65% in Q4 from4.81% in the previous quarter

- Smartphones also saw a strong in-crease up to 4.13% across the network,from 3.47% in Q3


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 2015 Q2 2015 Q3 2015 Q4

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

3.75%Windows Phone

1.75%Blackberry

4.11%iPhone

4.26%Android Mobile

Quarterly

- Moving into Q4 we have seen an improvement inconversion rates across major devices. Following Q3trends, Android mobiles continue to convert higherthan iPhones at 4.26% in Q4 versus 4.11% for iPhones

- We have seen a growth in Windows Phone conver-sion rates too, however the volume of sales behind thisdata is limited, with Android and iPhone proving mostpopular with mobile shoppers


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 Q1 2015 Q2 2015 Q3 2015 Q4Quarter 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%

8.50%

9.00% 8.66%iPad

3.09%Android Tablet

Quarterly

- Looking at Q4 peak sale periods for tablets, we have seenan increase in conversion rate for both iPad and Androidtablet

- iPad has increased more dramatically this quarter, convert-ing at 8.66% versus 7.33% in Q3. Android tablets improved to3.09% in Q4 from 2.55% in the previous quarter

- The difference in conversion rate between iPad and Androidtablets continues to grow, with over 5 percentage points dif-ference


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 2015 Q2 2015 Q3 2015 Q4

0

10

20

30

40

50

60

70

80

90

100

110

£77.55

£64.60

Quarterly

- Looking at Q4 this year, we've seen the mobile AOVdrop slightly from Q3 down to £64.60 from £65.04

- Non mobile AOVs also dropped more sharply to£77.55 from £85.50 in Q3


Average Order Value by Device Type

2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4

0

10

20

30

40

50

60

70

80

90

100

110

£70.78

£58.34

£77.55

Quarterly

- Comparing smartphones and tablets, we can see the AOVdrop for mobile devices is driven by tablets, which fell from£74.80 in Q3 to £70.78 this quarter

- By contrast smartphones saw an increase in AOV up to£58.34 in Q4 2015 from £54.49 in Q3

- Desktop AOVs have seen a quarterly decrease, down to£77.55 from £85.50 in 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 2015 Q2 2015 Q3 2015 Q4

0

5

10

15

20

25

30

35

40

45

50

55

60

65

70

75

80

85

£50.51

£59.18

£81.76

£56.07

Quarterly

- Analysing smartphones more closely, we can seeAOV has increased across all major devices, withiPhones up to £59.18 this quarter and Android Mobilesup to £56.07

- There is currently an AOV gap between iPhones andAndroid Mobiles of £3.11 which has remainded fairlyconsistent for the past two quarters

- Blackberry devices, saw a high spike in AOV for Q42015 to £81.76, however a smaller volume of sales pro-vides a limited average for this device

- Windows Phone saw a good increase in AOV thisquarter to £50.51 however as with Blackberry, this isonly based on a small proportion 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 2015 Q2 2015 Q3 2015 Q4

0

10

20

30

40

50

60

70

80

90

100

110

£61.91

£76.48

£59.32

Quarterly

- In Q4 2015, we have seen a drop in the overall AOVfor tablets, driven primarily by iPads, which dropped to£76.48 in Q4 from £82.97 in the previous quarter

- Kindle Fire also saw a drop in AOV to £61.91 this quar-ter, however this is only representative of a small volumeof sales

- This quarter Android Tablets have seen an increase inAOV up to £59.32 closing the gap slightly with iPad AOV

- In spite of this, we have continued to see iPad usersspend more than their Android tablet counterparts, withthe gap currently at £17.16


Device NameAndroid Tablet

iPad

Kindle Fire

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