Download pdf - Mobile Stats - August 2014 · Mobile Stats - August 2014 This document looks at the mobile stats across the network for the year. In this we look at the share of traffic and sales

Mobile Stats - August 2014 This document looks at the mobile stats across the network for the year. 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 individual devicestats that are driving these trends. We are also able to look at average order values by device too. August Highlights- 24,700 sales each day originated from a mobile device (smartphone and tablet)- 9,300 of these were through a smartphone- 450 clicks originated from a mobile device every minute- 390 sales were generated through a smartphone each hour- 25% of revenue generated for our advertisers in August was through a mobile device

Mobile vs Non Mobile Traffic

January2013

February2013

March 2013April 2013 May 2013 June 2013 July 2013 August2013

September2013

October2013

November2013

December2013

January2014

February2014


75.40%Non Mobile

73.94%Non Mobile

73.84%Non Mobile

63.31%Non Mobile 71.42%

Non Mobile71.16%Non Mobile

66.59%Non Mobile

65.57%Non Mobile

68.01%Non Mobile

68.48%Non Mobile

66.57%Non Mobile

65.58%Non Mobile

65.35%Non Mobile

66.54%Non Mobile

67.65%Non Mobile

65.93%Non Mobile

63.70%Non Mobile

61.77%Non Mobile

60.61%Non Mobile

59.14%Non Mobile

21.76%Mobile

22.91%Mobile

23.23%Mobile

33.90%Mobile 24.39%

Mobile23.87%Mobile

29.32%Mobile

31.27%Mobile

29.88%Mobile

29.30%Mobile

31.50%Mobile

32.42%Mobile

32.08%Mobile

31.34%Mobile

30.54%Mobile

32.49%Mobile

34.32%Mobile

35.58%Mobile

36.05%Mobile

38.34%Mobile

Monthly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 14,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

62.84%

60.01%

58.34%

57.74%

62.38%

63.67%

62.43%

59.88%

57.46%

58.20%

59.82%

61.45%

59.91%

59.22%

60.11%

54.15%

55.31%

62.41%

60.66%

60.24%

60.35%

59.33%

53.35%

53.97%

56.79%

61.86%

60.07%

58.94%

59.51%

54.55%

53.98%

34.09%

37.87%

36.98%

40.15%

35.83%

34.50%

35.49%

37.43%

40.12%

39.45%

36.15%

35.94%

37.83%

38.19%

37.12%

43.10%

42.10%

35.24%

36.88%

37.08%

36.86%

38.16%

44.50%

42.84%

40.76%

35.93%

37.76%

38.91%

38.43%

43.36%

43.86%

Daily

June 29, 2014 July 6, 2014 July 13, 2014 July 20, 2014 July 27, 2014 August 3, 2014 August 10, 2014 August 17, 2014 August 24, 2014 August 31, 2014

62.64%Non Mobile

62.20%Non Mobile

59.92%Non Mobile

59.98%Non Mobile

58.74%Non Mobile

60.41%Non Mobile

59.08%Non Mobile

58.91%Non Mobile

58.05%Non Mobile

53.98%Non Mobile

33.98%Mobile

34.38%Mobile

36.85%Mobile

37.01%Mobile

37.65%Mobile

37.10%Mobile

38.15%Mobile

38.59%Mobile

39.62%Mobile

43.86%Mobile

Weekly

Mobile vs Non Mobile - Mobile traffic increased by over 2 percentage points andwas up to 38.34% of all network traffic - We have seen strong growth in mobile traffic at week-ends, with in excess of 40% of traffic originating from a mobile device. - Mobile traffic peaked on Saturday 23rd August with44.5% of all traffic originating from a mobile device

Device CategoryNon Mobile

Mobile

Other

Questions? Comments? Get in touch at [email protected]

Traffic Breakdown by Device Type

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


14.05%Other Mobile

13.19%Smartphone

14.89%Smartphone

15.15%Smartphone

14.08%Smartphone

14.65%Smartphone

14.84%Smartphone

15.85%Smartphone

17.36%Smartphone

18.00%Smartphone

18.10%Smartphone

18.44%Smartphone

65.35%Desktop

66.54%Desktop

67.65%Desktop

65.93%Desktop

63.70%Desktop

61.77%Desktop

60.61%Desktop75.40%

Desktop73.94%Desktop

73.84%Desktop

63.31%Desktop 71.42%

Desktop71.16%Desktop

66.59%Desktop

65.57%Desktop

68.01%Desktop

68.48%Desktop

66.57%Desktop

65.58%Desktop

59.14%Desktop

14.82%Tablet

14.06%Tablet

12.92%Tablet

14.81%Tablet

15.07%Tablet

15.36%Tablet

16.24%Tablet

14.05%Tablet

Monthly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 14,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

62.84%

60.01%

58.34%

57.74%

62.38%

63.67%

62.43%

59.88%

57.46%

58.20%

59.82%

61.45%

59.91%

59.22%

60.11%

54.15%

55.31%

62.41%

60.66%

60.24%

60.35%

59.33%

53.35%

53.97%

56.79%

61.86%

60.07%

58.94%

59.51%

54.55%

53.98%

19.14%

20.40%

19.59%

19.22%

19.00%

20.60%

20.72%

19.20%

19.43%

22.80%

20.45%

19.89%

19.10%

Daily


17.40%Smartphone

17.56%Smartphone

19.11%Smartphone

18.59%Smartphone

17.54%Smartphone

18.34%Smartphone

18.23%Smartphone

18.40%Smartphone

18.88%Smartphone

20.72%Smartphone

62.64%Desktop

62.20%Desktop

59.92%Desktop

59.98%Desktop

58.74%Desktop

60.41%Desktop

59.08%Desktop

58.91%Desktop

58.05%Desktop

53.98%Desktop

14.96%Tablet

15.23%Tablet

16.15%Tablet

15.70%Tablet

14.93%Tablet

14.69%Tablet

15.91%Tablet

17.07%Tablet

17.43%Tablet

19.10%Tablet

Weekly

Traffic Breakdown by Device Type - Both smartphone and tablet traffic increased again in Au-gust, at 18.44% and 16.24% respectively - Smartphone traffic peaked at 20.72% on Sunday 31st August - Tablet traffic peaked earlier in the month with a 22.8%share of traffic on Saturday 23rd August

Device TypeDesktop

Smartphone

Tablet

Other Mobile

Unknown

Games Console


Smartphone Traffic Breakdown

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


26.45%Android Mobile









70.47%iPhone

69.70%iPhone

71.95%iPhone

72.33%iPhone

73.17%iPhone

70.12%iPhone

66.54%iPhone

68.18%iPhone

70.32%iPhone

68.39%iPhone

67.65%iPhone

69.18%iPhone

66.02%iPhone

66.08%iPhone

67.39%iPhone

67.66%iPhone

66.65%iPhone

69.41%iPhone

69.73%iPhone

69.15%iPhone

Monthly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 14,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

68.34%

68.10%

69.26%

69.99%

72.68%

70.68%

70.52%

69.89%

69.55%

69.33%

69.05%

68.57%

69.35%

69.19%

68.73%

69.71%

69.06%

69.71%

70.68%

70.21%

68.41%

68.95%

68.83%

69.36%

69.33%

69.57%

70.04%

68.85%

70.47%

71.42%

71.93%

27.64%

28.00%

27.04%

26.21%

23.93%

25.52%

25.58%

26.39%

27.01%

27.29%

27.53%

27.60%

27.04%

27.06%

27.32%

26.92%

27.64%

26.74%

25.99%

26.25%

27.96%

27.40%

27.82%

27.34%

27.34%

26.89%

26.71%

27.52%

25.89%

25.57%

25.14%

Daily












68.45%iPhone

68.95%iPhone

69.59%iPhone

69.38%iPhone

69.19%iPhone

70.44%iPhone

69.14%iPhone

69.43%iPhone

69.87%iPhone

71.93%iPhone

Weekly

Smartphone Traffic Breakdown - iPhone and Android both saw an increase in their shareof mobile traffic in August, at the expense of WindowsPhone and Blackberry - iPhone increased to 69.7% while Android was up to26.75% - Windows Phone and Blackberry both saw their share oftraffic drop to 2.91% and 0.64% respectively - iPhone traffic was at a high of 72.68% on Tuesday 5th August - Android traffic peaked 27.82% on Saturday 23rd August

Device NameiPhone

Android Mobile

Windows Phone

Blackberry


Tablet Traffic Breakdown

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


31.06%Android Tablet18.37%

Android Tablet17.00%

Android Tablet

22.21%Android Tablet







81.61%iPad

81.63%iPad

81.97%iPad

83.00%iPad

81.19%iPad

77.79%iPad

79.39%iPad

80.70%iPad

80.60%iPad

79.31%iPad

79.44%iPad

77.59%iPad

75.52%iPad

75.27%iPad

75.16%iPad

73.37%iPad

72.59%iPad

71.58%iPad

69.90%iPad

68.94%iPad

Monthly












70.39%iPad

70.00%iPad

69.98%iPad

69.80%iPad

69.77%iPad

69.11%iPad

68.65%iPad

69.22%iPad

68.63%iPad

69.57%iPad

Weekly

August 1, 2014

August 2, 2014

August 3, 2014

August 4, 2014

August 5, 2014

August 6, 2014

August 7, 2014

August 8, 2014

August 9, 2014

August 10, 2014

August 11, 2014

August 12, 2014

August 13, 2014

August 14, 2014

August 15, 2014

August 16, 2014

August 17, 2014

August 18, 2014

August 19, 2014

August 20, 2014

August 21, 2014

August 22, 2014

August 23, 2014

August 24, 2014

August 25, 2014

August 26, 2014

August 27, 2014

August 28, 2014

August 29, 2014

August 30, 2014

August 31, 2014

68.19%

70.16%

70.06%

69.18%

69.42%

68.51%

68.72%

67.93%

69.81%

71.04%

68.46%

68.16%

67.64%

67.70%

67.08%

69.82%

69.66%

68.61%

67.71%

66.33%

66.96%

66.66%

76.03%

71.27%

70.88%

66.81%

67.40%

66.46%

67.35%

68.95%

69.57%

31.81%

29.84%

29.94%

30.82%

30.58%

31.49%

31.28%

32.07%

30.19%

28.96%

31.54%

31.84%

32.36%

32.30%

32.92%

30.18%

30.34%

31.39%

32.29%

33.67%

33.04%

33.34%

23.97%

28.73%

29.12%

33.19%

32.60%

33.54%

32.65%

31.05%

30.43%

Daily

Tablet Traffic Breakdown - Android Tablet continued to demonstrate growth and al-most one in every three tablet clicks is now from an Androiddevice - This peaked week commencing 24th August with 31.37%of tablet traffic originating from an Android device - Android traffic peaked at 33.67% on Wednesday 20th Au-gust while iPad traffic peaked at 76.03% on Saturday 23rdAugust

Device NameiPad

Android Tablet

Kindle


Mobile vs Non Mobile Sales

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


84.71%Non Mobile

85.29%Non Mobile

84.77%Non Mobile

82.41%Non Mobile

80.62%Non Mobile

78.43%Non Mobile

77.76%Non Mobile

76.33%Non Mobile

76.50%Non Mobile

76.86%Non Mobile

74.00%Non Mobile

72.51%Non Mobile

73.91%Non Mobile

72.62%Non Mobile

71.68%Non Mobile

69.74%Non Mobile

68.88%Non Mobile

68.60%Non Mobile

68.74%Non Mobile

66.68%Non Mobile

14.77%Mobile

14.29%Mobile

14.78%Mobile

17.08%Mobile

19.00%Mobile

21.18%Mobile

21.82%Mobile

23.20%Mobile

23.04%Mobile

22.69%Mobile

25.58%Mobile

27.09%Mobile

25.63%Mobile

26.88%Mobile

27.80%Mobile

29.71%Mobile

30.59%Mobile

30.86%Mobile

30.68%Mobile

32.71%Mobile

Monthly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

68.81%

64.03%

63.17%

69.47%

70.02%

70.01%

68.66%

68.66%

63.74%

63.30%

68.70%

69.41%

68.98%

69.17%

62.16%

63.20%

69.12%

69.86%

68.88%

67.94%

66.81%

61.54%

62.85%

64.83%

68.41%

66.82%

67.04%

66.51%

61.14%

62.88%

30.54%

35.32%

36.19%

29.89%

29.44%

29.41%

30.73%

30.75%

35.65%

36.12%

30.71%

30.01%

30.48%

30.24%

37.18%

36.19%

30.29%

29.61%

30.53%

31.47%

32.62%

37.81%

36.52%

34.57%

30.99%

32.60%

32.38%

32.81%

38.20%

36.51%

Daily


69.08%Non Mobile

69.57%Non Mobile

68.10%Non Mobile

68.13%Non Mobile

67.87%Non Mobile

67.86%Non Mobile

67.11%Non Mobile

66.94%Non Mobile

65.52%Non Mobile

62.88%Non Mobile

30.36%Mobile

29.87%Mobile

31.30%Mobile

31.29%Mobile

31.52%Mobile

31.54%Mobile

32.30%Mobile

32.47%Mobile

33.86%Mobile

36.51%Mobile

Weekly

Mobile vs Non Mobile - After a slight decrease in the share of sales through a mobile device in July, This increased to 32.71% in August - Weekends continue to see the greatest share of salesthrough mobile devices. Mobile sales peaked at 38.2% onSaturday 30th August

Device CategoryNon Mobile

Mobile

Other


Sales Breakdown by Device Type

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


84.71%Desktop

85.29%Desktop

84.77%Desktop

82.41%Desktop

80.62%Desktop

78.43%Desktop

77.76%Desktop

76.33%Desktop

76.50%Desktop

76.86%Desktop

74.00%Desktop

72.51%Desktop

73.91%Desktop

72.62%Desktop

71.68%Desktop

69.74%Desktop

68.88%Desktop

68.60%Desktop

68.74%Desktop

66.68%Desktop

14.12%Tablet

15.76%Tablet

16.14%Tablet

15.64%Tablet

15.33%Tablet

14.80%Tablet

16.99%Tablet

18.26%Tablet

17.35%Tablet

17.40%Tablet

18.17%Tablet

18.89%Tablet

19.27%Tablet

19.33%Tablet

18.88%Tablet

19.98%Tablet

Monthly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

68.81%

64.03%

63.17%

69.47%

70.02%

70.01%

68.66%

68.66%

63.74%

63.30%

68.70%

69.41%

68.98%

69.17%

62.16%

63.20%

69.12%

69.86%

68.88%

67.94%

66.81%

61.54%

62.85%

64.83%

68.41%

66.82%

67.04%

66.51%

61.14%

62.88%

22.49%

22.99%

22.27%

23.84%

23.23%

23.98%

19.09%

23.16%

23.19%

22.87%

23.11%

23.49%

Daily


69.08%Desktop

69.57%Desktop

68.10%Desktop

68.13%Desktop

67.87%Desktop

67.86%Desktop

67.11%Desktop

66.94%Desktop

65.52%Desktop

62.88%Desktop

18.95%Tablet

18.74%Tablet

19.23%Tablet

19.02%Tablet

19.31%Tablet

19.11%Tablet

19.98%Tablet

19.79%Tablet

20.47%Tablet

23.49%Tablet

Weekly

Sales Breakdown by Device Type - August saw the share of sales through both smartphonesand tablets increase in August - One in every five sales originated form a tablet devicewhile 12.34% of sales originated from a smartphone -The share of tablet sales peaked at 24% on Sunday 17thAugust while smartphone peaked at 14.74% on Saturday30th August

Device TypeDesktop

Tablet

Smartphone

Unknown

Other Mobile

Telephone Call

Games Console


Smartphone Sales Breakdown

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014








21.29%Blackberry

71.86%iPhone

73.10%iPhone

72.97%iPhone

78.06%iPhone

73.91%iPhone

73.02%iPhone

72.34%iPhone86.77%

iPhone90.87%iPhone

91.49%iPhone

92.79%iPhone

94.51%iPhone

94.97%iPhone

75.61%iPhone

70.55%iPhone

69.57%iPhone

72.25%iPhone

71.24%iPhone

70.02%iPhone

74.12%iPhone

Monthly












72.92%iPhone

73.46%iPhone

73.37%iPhone

72.84%iPhone

72.25%iPhone

73.03%iPhone

72.34%iPhone

71.19%iPhone

72.81%iPhone

73.61%iPhone

Weekly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

72.08%

71.34%

72.96%

72.81%

73.28%

73.55%

73.59%

72.78%

72.07%

73.21%

71.28%

71.72%

73.58%

71.36%

72.84%

72.19%

71.21%

72.54%

70.94%

68.42%

72.32%

70.92%

72.27%

72.82%

72.21%

72.17%

71.55%

74.02%

74.43%

73.61%

27.00%

27.73%

26.24%

26.57%

25.91%

25.65%

25.68%

26.43%

26.98%

26.01%

27.87%

27.28%

25.66%

27.86%

26.34%

27.10%

28.16%

26.66%

28.40%

30.96%

26.98%

28.06%

27.00%

26.51%

27.05%

27.12%

27.69%

25.38%

24.77%

25.82%

Daily

Smartphone Sales Breakdown - The share of sales through Android devices increased to26.89% in August - Apple's share of smartphone sales decreased slightly to72.34% of sales originating from an iPhone - Android's share of sales peaked at 30.96% on Thursday21st August

Device NameiPhone

Android Mobile

Blackberry

Windows Phone


Tablet Sales Breakdown

January2013

February2013


September2013

October2013

November2013

December2013

January2014

February2014


77.81% 78.13% 79.13% 78.61% 78.69% 79.23% 78.30%85.66% 87.40% 85.76% 86.22% 85.22% 83.01% 82.92% 83.34% 82.10% 81.89% 81.59% 80.00% 79.50%

20.85% 20.38% 19.39% 19.91% 19.96% 19.39% 20.33% 12.80% 10.86% 12.40% 11.78% 12.69% 14.67% 14.80% 14.46% 15.72% 15.99% 16.24% 17.79% 18.45%

Monthly


80.47% 80.86% 80.07% 79.72% 79.37% 79.39% 79.83% 79.30% 79.16% 81.70%

17.31% 16.94% 17.70% 18.08% 18.40% 18.44% 18.10% 18.69% 18.90% 16.27%

Weekly

August 1,

2014

August 2,

2014

August 3,

2014

August 4,

2014

August 5,

2014

August 6,

2014

August 7,

2014

August 8,

2014

August 9,

2014

August 10,

2014

August 11,

2014

August 12,

2014

August 13,

2014

August 15,

2014

August 16,

2014

August 17,

2014

August 18,

2014

August 19,

2014

August 20,

2014

August 21,

2014

August 22,

2014

August 23,

2014

August 24,

2014

August 25,

2014

August 26,

2014

August 27,

2014

August 28,

2014

August 29,

2014

August 30,

2014

August 31,

2014

78.31%

80.48%

80.33%

80.30%

78.72%

79.33%

78.46%

78.41%

79.95%

80.95%

80.20%

78.56%

79.05%

78.90%

80.86%

81.97%

80.68%

80.61%

77.30%

77.94%

76.41%

79.19%

79.78%

81.36%

79.69%

77.59%

77.41%

77.70%

80.07%

81.70%

19.44%

17.34%

17.43%

17.55%

19.37%

18.45%

19.34%

19.36%

17.84%

17.56%

19.30%

19.07%

19.07%

17.23%

17.41%

17.45%

20.78%

20.26%

21.24%

18.46%

17.96%

18.50%

20.43%

20.58%

20.44%

18.09%

Daily

Tablet Sales Breakdown - Sales through Android tablets increased again to 18.45%in August - Despite the number of Android tablet devices being soldincreasing rapidly, we are not seeing their share of salesacross the network grow significantly - The lower share of sales compared to share of traffic is indicative that Android users are browsing but less inclinedto purchase

Device NameiPad

Android Tablet

Kindle Fire

Kindle


Conversion Rate Mobile vs Non Mobile

January 2013

February 2013

March 2013

April 2013

May 2013

June 2013

July 2013

August 2013

September 2013

October 2013

November 2013

December 2013

January 2014

February 2014

March 2014

April 2014

May 2014

June 2014

July 2014

August 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

5.07%Non Mobile

3.84%Mobile

Monthly

June 29, 2014

July 6, 2014

July 13, 2014

July 20, 2014

July 27, 2014

August 3, 2014

August 10, 2014

August 17, 2014

August 24, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

6.18%Non Mobile

4.42%Mobile

Weekly

August 1, 2014

August 2, 2014

August 3, 2014

August 4, 2014

August 5, 2014

August 6, 2014

August 7, 2014

August 8, 2014

August 9, 2014

August 10, 2014

August 11, 2014

August 12, 2014

August 13, 2014

August 15, 2014

August 16, 2014

August 17, 2014

August 18, 2014

August 19, 2014

August 20, 2014

August 21, 2014

August 22, 2014

August 23, 2014

August 24, 2014

August 25, 2014

August 26, 2014

August 27, 2014

August 28, 2014

August 29, 2014

August 30, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

6.18%Non Mobile

4.42%Mobile

Daily

Conversion Rate Mobile vs Non Mobile - Traffic from both mobile and non mobile devices againsaw a drop off in August. - Non mobile conversion rates were down to 5.07% (from5.41%), while mobile conversion rates dropped to 3.84%(from 4.06%) - Mobile conversion rates hit a high of 4.48% on Friday 29thAugust

Device CategoryMobile

Non Mobile


Conversion Rate Breakdown by Device Type

January 2013

February 2013

March 2013

April 2013

May 2013

June 2013

July 2013

August 2013

September 2013

October 2013

November 2013

December 2013

January 2014

February 2014

March 2014

April 2014

May 2014

June 2014

July 2014

August 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

5.07%Desktop

5.54%Tablet

3.01%Smartphone

Monthly

June 29, 2014

July 6, 2014

July 13, 2014

July 20, 2014

July 27, 2014

August 3, 2014

August 10, 2014

August 17, 2014

August 24, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00% 6.18%Desktop

6.53%Tablet

3.25%Smartphone

Weekly

August 1, 2014

August 2, 2014

August 3, 2014

August 4, 2014

August 5, 2014

August 6, 2014

August 7, 2014

August 8, 2014

August 9, 2014

August 10, 2014

August 11, 2014

August 12, 2014

August 13, 2014

August 15, 2014

August 16, 2014

August 17, 2014

August 18, 2014

August 19, 2014

August 20, 2014

August 21, 2014

August 22, 2014

August 23, 2014

August 24, 2014

August 25, 2014

August 26, 2014

August 27, 2014

August 28, 2014

August 29, 2014

August 30, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00% 6.18%Desktop

6.53%Tablet

3.25%Smartphone

Daily

Conversion Rate Breakdown by Device Type - Tablet devices saw a drop in conversion rate from 5.86%to 5.54% - Despite this drop off, Tablet continued to be the best con-verting device - Smartphone conversion rate remained steady at 3% - Desktop conversion rate saw a similar drop to tablet -down to 5.07% from 5.41%

Device TypeDesktop

Smartphone

Tablet


Conversion Rate Breakdown by Smartphone

January 2013

February 2013

March 2013

April 2013

May 2013

June 2013

July 2013

August 2013

September 2013

October 2013

November 2013

December 2013

January 2014

February 2014

March 2014

April 2014

May 2014

June 2014

July 2014

August 2014

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

2.39%Blackberry

3.13%iPhone

Monthly

June 29, 2014

July 6, 2014

July 13, 2014

July 20, 2014

July 27, 2014

August 3, 2014

August 10, 2014

August 17, 2014

August 24, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

3.46%Blackberry

3.33%iPhone

0.17%Windows Phone

Weekly

August 1, 2014

August 2, 2014

August 3, 2014

August 4, 2014

August 5, 2014

August 6, 2014

August 7, 2014

August 8, 2014

August 9, 2014

August 10, 2014

August 11, 2014

August 12, 2014

August 13, 2014

August 15, 2014

August 16, 2014

August 17, 2014

August 18, 2014

August 19, 2014

August 20, 2014

August 21, 2014

August 22, 2014

August 23, 2014

August 24, 2014

August 25, 2014

August 26, 2014

August 27, 2014

August 28, 2014

August 29, 2014

August 30, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

3.33%iPhone

0.17%Windows Phone

Daily

Conversion Rate Breakdown by Smartphone - iPhone and Android smartphones continue to see almostidentical conversion rates. iPhone dropped slightly to3.13% while Android increased slightly to 3.03% to closethe gap further - Both devices tend to follow similar trends throughout themonth - Blackberry again saw its conversion rate fluctuate throughout the month. This is based on a significantly lowervolume of traffic than the iPhone and Android devicesthough - Windows phone continues to convert at the lowest ratewith browsers highly unlikely to purchase - iPhone and Android drive the overall smartphone conver-sion rate with Windows phone having little impact on reduc-ing it due to the minimal volumes through the device

Device NameAndroid Mobile

Blackberry

iPhone

Windows Phone


Conversion Rate Breakdown by Tablet

April 2013 August 2013 December 2013 April 2014 August 2014Month of calendar_date

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

6.38%iPad

3.29%Android Tablet

Monthly

June 29, 2014

July 6, 2014

July 13, 2014

July 20, 2014

July 27, 2014

August 3, 2014

August 10, 2014

August 17, 2014

August 24, 2014

August 31, 2014

0.00%

2.00%

4.00%

6.00%

8.00%

7.67%iPad

3.49%Android Tablet

Monthly

August 1, 2014

August 2, 2014

August 3, 2014

August 4, 2014

August 5, 2014

August 6, 2014

August 7, 2014

August 8, 2014

August 9, 2014

August 10, 2014

August 11, 2014

August 12, 2014

August 13, 2014

August 15, 2014

August 16, 2014

August 17, 2014

August 18, 2014

August 19, 2014

August 20, 2014

August 21, 2014

August 22, 2014

August 23, 2014

August 24, 2014

August 25, 2014

August 26, 2014

August 27, 2014

August 28, 2014

August 29, 2014

August 30, 2014

August 31, 2014

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00% 7.67%iPad

3.49%Android Tablet

Monthly

Conversion Rate Breakdown by Tablet - Both the iPad and Android tablets saw a decrease in con-version rate in August - The iPad remains the best converting device with a 6.38%conversion rate - down from 6.71% in July - iPad conversion peaked at 7.67% on Sunday 31st August


Average Order Value Mobile vs Non Mobile

March 2013 June 2013 September 2013December 2013 March 2014 June 2014

0

20

40

60

80

100

120

Monthly

Jun 29 Jul 6 Jul 13 Jul 20 Jul 27 Aug 3 Aug 10 Aug 17 Aug 24 Aug 31

0

20

40

60

80

100

120

140

160

Weekly

Aug 1 Aug 3 Aug 5 Aug 7 Aug 9 Aug 11 Aug 13 Aug 15 Aug 17 Aug 19 Aug 21 Aug 23 Aug 25 Aug 27 Aug 29 Aug 31

0

20

40

60

80

100

120

140

160

180

Daily

Average Order Value Mobile vs Non Mobile - Both non mobile and mobile AOV increased in August,standing at £114 and £78 respectively - AOV from both mobile and non mobile devices followedsimilar trands throughout the month and showed peaksfrom the 22nd August

Device CategoryMobile

Non Mobile


Average Order Value by Device Type


0

20

40

60

80

100

120

Monthly


0

20

40

60

80

100

120

140

160

Weekly


0

20

40

60

80

100

120

140

160

180

Daily

Average Order Value by Device Type - Each of the devices saw an increase in AOV in August - Desktop AOV increased to £114 in August - Tablet AOV increased to £95.19 - Smartphone AOV saw an increase to £51.43 - Tablet and Desktop saw AOV increase significantly fromthe 22nd August

Device TypeDesktop

Smartphone

Tablet


Average Order Value by Smartphone


0

10

20

30

40

50

60

Monthly


0

10

20

30

40

50

60

Weekly


0

10

20

30

40

50

60

70

80

90

Daily

Average Order Value by Smartphone - Each of the smartphone types saw an increase in theirAOV in August - iPhone users continue to spend more on average thoughwith an AOV of £53.15 in August - Android showed a similar increase in AOV and stood at£47.21 - Windows Phone and Blackberry also both saw an in-crease in AOV in August and stood at £36.86 and £36.70respectively

Device NameAndroid Mobile

Blackberry

iPhone

Windows Phone


Average Order Value by Tablet


0

20

40

60

80

100

Monthly


0

20

40

60

80

100

120

140

Weekly


0

20

40

60

80

100

120

140

160

Daily

Average Order Value by Tablet - AOV through the iPad increased to £103.80 - Android tablets also saw AOV increase to £60 - As with smartphones, consumers using Apple devices areconsistently spending more than their Android counterparts

Device NameAndroid Tablet

iPad

Kindle

Kindle Fire
