July 11, 2012, 4:44 PM

More mobile shoppers are starting their trips at affiliate sites

8.26% of sales at Affiliate Window's retailer clients’ sites came from mobile in June.

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Consumers who buy through a mobile device don’t necessarily start out shopping on a retailer’s m-commerce site or app. Some, new research shows, start out at an affiliate site—for example, the mobile site of their local running club—and click through to an m-commerce site to buy a pair of shoes a member raved about.

Affiliate Window, which links content sites such as blogs or community sites, to online retailers in order to generate sales and traffic, says mobile traffic accounted for 12.63% of all traffic from its affiliate sites to its retailer clients’ sites in June, up from 10.94% in May. Additionally, 8.26% of sales from its affiliates stemmed from mobile devices in June, marking the first time mobile sales reached 8%. The mobile figures include tablets such as Apple Inc.’s iPad.

Following is the 2012 average percentage breakdown of sales by mobile device:

  • iPad: 56%
  • iPhone: 28%
  • Android: 11%
  • BlackBerry: 3%
  • Other: 2%

While mobile sales and traffic reached all-time highs in June, mobile conversions dropped off slightly from May to June. Mobile devices including tablets converted on average 2.84% of the time in June compared to 3.1% in May.

Affiliate Window's online retailer clients include Gap.com and Debenhams.com, the e-commerce site of U.K. department store chain Debenhams plc, No. 64 in the Internet Retailer Top 400 Europe.

 

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