A new report analyzing mobile trends in the content publisher landscape found that tech blogs and publishers drive the most affiliate commission sales from mobile phones and tablets than other category of content creators. They along with Lifestyle and Interest Group publishers.
Affiliate marketing company Skimlink‘s new survey provides some insight into the extent to which consumers make purchases from websites after clicking affiliate marketing links on the site. The final report discovered that tablets are consumers’ preferred choice with desktop consumers coming in second and mobile devices coming in a distant third place for making purchases after clicking a link to an affiliate merchant site.
The conversion rate — the rate at which a customer who browses and sees something they may want to purchase and actually buying— is 3.8% for tablets. The survey discovered that while consumers for many product sectors are comfortable browsing using their mobile device, they stop short of closing the deal. That is until they get to a computer or at least a tablet with a large screen.
Another reason for less purchases from clicked affiliate links is that many businesses do not have sites optimized for mobile e-commerce and lack functionalities that would give online surfers comfort with making an ultimate purchase.
And indeed the larger size of the tablet’s screen “may also mean that the mobile experience is not as affected by the lack of apps or mobile prepared sites,” the report notes.
Here are the key findings
- Mobile phones account for over 20% of impressions and 18% of clicks among publishers…Yet, this device is only worth 10% of the sales volume driven by publishers
- Tablets have the highest conversion rate (3.87% on average), as well as the highest sales value proportionally with 11% of impressions vs 18% of sales value
- Computers remain the preferred device with over 60% of clicks, sales and sales value
- In terms of publisher types, Blogs and Forums drive the most sales on mobile phones and tablets
- • Publishers in the categories of Lifestyle/Interest Groups and Technology are at the forefront of the mobile trend and the ones who drive the most commissions from mobile phones and tablets
Another interesting tidbit from the report states that mobile and tablet clicks outperform computer after the hours of 8pm and 9pm through to 7am, when computer has a slight lead for the rest of the day.
Decoded: While at work, people will use their phones and tablets to click ads on sites but after work, they split their media consumption between TV, tablets and phones
Still when it is time to make purchases, a desktop computer or a tablet is still the most preferred choice. Computer users make the most purchases but tablets see the most conversion from click to sale.
All interesting stuff. See the entire report HERE!
