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Mobile Traffic Declines in July (And More Statistics)

Posted on 8.19.2012

Affiliate Window, one of the United Kingdom’s leading performance marketing networks, has unleashed upon the world its July report concerning mobile and m-commerce statistics.

Most curiously, the company found that the share of Web traffic through mobile devices actually dropped from over 12 percent in June to making up around just nine percent of total traffic in July. This isn’t terribly peculiar, as May saw a slight decrease, as well, following month-by-month increases for the first four months of the year.

On the upside, however, the volume of mobile clicks actually increased. And not only that, but the share of sales through mobile devices also rose, finally crossing the nine percent threshold at 9.42 percent. Ultimately, this figure, coupled with the drop in traffic, seems to show a closer alignment between mobile conversion rates and those of their desktop counterparts, as mobile conversion rates improved throughout July, increasing to 3.14 percent.

The report also breaks down mobile and m-commerce statistics by mobile device. It shouldn’t really be a surprise that Apple is (still) leading the pack, with the iPhone driving 38 percent of all mobile traffic by the end of the month. However, it’s not all sunshine for the brand, as iPad traffic actually ended up dropping below 40 percent. On the other hand, iPad sales reached a high of 63 percent of all mobile sales by the end of the month, and the iPhone ended up accounting for 24.87 percent.

Android devices saw traffic increases in July, with the number resting between 18 and 19 percent, up from June’s 17.5 percent. BlackBerry and “Other” devices both decreased, driving 1.5 and two percent of July’s mobile traffic, respectively. In terms of sales, Android saw another increase, ranging between 11.5 and 13 percent throughout the four weeks of July, while BlackBerry and “Other” devices both stayed below two percent.

From a year-to-date perspective, iPads have driven 57 percent of all mobile sales, with iPhones coming in second at 27 percent, and followed by Android (11 percent), BlackBerry (3 percent) and other devices (2 percent). Adding to this, Affiliate Window found that the iPhone, Android and “Other” devices allow showed an improvement in conversion rates in July; in fact, they were all almost identical at around 2.1 percent.

I think it’s fair to say that if you take anything away from this report, it’s not to put too much stock in the future of BlackBerry.


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