Mobile Trends

Our mobile data is drawn from 9.2 million network transactions in 2015, across all of our advertisers, spanning the retail, travel, finance, insurance and utilities verticals in UK, Eastern Europe, India, Asia Pacific and Latin America.
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2015 Mobile Headlines

  • 39.3% of traffic came from mobile, compared to 14.7% in 2013
  • 32.8% of traffic came from smartphone, compared to 10.9% in 2013
  • 6.5% of traffic came from tablet, compared to 3.7% in 2013
  • 36.3% of transactions came from mobile, compared to 8.4% in 2013
  • 31.8% of transactions came from smartphone, compared to 3.5% in 2013
  • 4.5% of transactions came from tablet, compared to 4.9% in 2013
  • 717,000 clicks came from a mobile device each day
  • 599,000 clicks came from a smartphone device each day
  • 9,000 transactions came from a mobile device each day
  • 8,000 transactions came from a smartphone device each day
  • 30,000 clicks and 375 transactions took place on mobile each hour

2015 Mobile device trends

  • Android accounted for 87% of smartphone traffic and 92% of transactions
  • iPhones accounted for 5% of smartphone traffic and 6% of transactions
  • Android accounted for 79% of tablet traffic and 65% of transactions
  • iPads accounted for 17% of tablet traffic and 30% of transactions
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2015 Mobile regional trends

Asia Pacific

  • 40.2% of traffic came from mobile, compared to 14.7% in 2013
  • 33.0% of traffic came from smartphone, compared to 11.2% in 2013
  • 7.2% of traffic came from tablet, compared to 3.5% in 2013
  • 30.0% of transactions came from mobile, compared to 4.6% in 2013
  • 26.2% of transactions came from smartphone, compared to 2.5% in 2013
  • 3.8% of transactions came from tablet, compared to 2.1% in 2013
  • Android accounted for 85.5% of smartphone traffic and 96.3% of transactions
  • iPhones accounted for 5.3% of smartphone traffic and 2.5% of transactions
  • Android accounted for 82% of tablet traffic and 87% of transactions
  • iPads accounted for 14% of tablet traffic and 11% of transactions

UK

  • 42.6% of traffic came from mobile, compared to 24.5% in 2013
  • 27.4% of traffic came from smartphone, compared to 13.1% in 2013
  • 15.3% of traffic came from tablet, compared to 11.4% in 2013
  • 28.8% of transactions came from mobile, compared to 14.0% in 2013
  • 14.4% of transactions came from smartphone, compared to 5.0% in 2013
  • 14.3% of transactions came from tablet, compared to 9.0% in 2013
  • Android accounted for 56% of smartphone traffic and 42% of transactions
  • iPhones accounted for 40% of smartphone traffic and 56% of transactions
  • Android accounted for 23% of tablet traffic and 16% of transactions
  • iPads accounted for 66% of tablet traffic and 73% of transactions

Brazil / Latin America

  • 37.9% of traffic came from mobile, compared to 4.3% in 2013
  • 33.0% of traffic came from smartphone, compared to 3.0% in 2013
  • 2.9% of traffic came from tablet, compared to 1.3% in 2013
  • 57.3% of transactions came from mobile, compared to 4.0% in 2013
  • 52.3% of transactions came from smartphone, compared to 2.6% in 2013
  • 5.0% of transactions came from tablet, compared to 1.4% in 2013
  • Android accounted for 95.7% of smartphone traffic and 96.5% of transactions
  • iPhones accounted for 2.1% of smartphone traffic and 2.9% of transactions
  • Android accounted for 69.9% of tablet traffic and 88.6% of transactions
  • iPads accounted for 21.6% of tablet traffic and 9.2% of transactions

 

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