mobile web survey wave 8 mobile traffic growth slows, but ...€¦ · 2 nucleus mobile web survey...

March 2015

Nucleus Mobile Web Survey | Wave 8 | January 2015

Mobile Web Survey Wave 8

Mobile traffic growth slows,

but transactions grow…

2

Nucleus Mobile Web Survey – Wave 8, January 2015

survey summary; overview

Mobile growth slows but its rise

towards the majority of web traffic

continues…

© Nucleus Ltd 2015

3

Mobile transactions grow 70%

year-on-year to 28.81% of all

online revenue

© Nucleus Ltd 2015


the mobile web is no longer just for browsing

4


the argument for RWD is clear

Responsive sites attract a higher share

of mobile traffic, but adaptive sites perform

surprisingly poorly

© Nucleus Ltd 2015

5© Nucleus Ltd 2015

Luxury brands continue to outpace the

mainstream, with top 5 star site attracting

54.7% mobile traffic


luxury sites have the most mobile users

6


Apple retains a stranglehold on mobile browsing

Android fails to make further progress, while iOS

retains a dominant 77.14% share of the mobile web

© Nucleus Ltd 2015

7

Affluent consumers show strongest preference

for iOS while mass market brands attract higher

Android share

© Nucleus Ltd 2015


demographics influence device choice

8© Nucleus Ltd 2015

The Nucleus Mobile Web Survey studies 12 UK and international travel websites. Fieldwork for Wave

8 took place on 31st January 2015 with a total user base of 1.8 million user sessions.


survey timeline; mobile traffic creeps towards 50%

9


survey summary; mobile browsing growth slows

© Nucleus Ltd 2015

10

80% of Internet users own a smartphone

Smartphone sales have outstripped sales of

desktop and laptops combined for 3 years

running

Globally 65 - 70% of all mobiles sold in Q3 2014

were smartphones

Raconteur has predicted that by the end of 2015

there will be one smartphone for every five

people on earth

© Raconteur 12/2014 © Ericsson Mobility Report November 2014 © Globalwebindex.net Q3 2014


we now live in the smartphone era

11

Criteo’s recent State of Mobile Commerce study

suggests even higher proportions of smartphone

transactions than our study

Smartphone mcommerce

is particularly strong in

the areas of Fashion &

Luxury and Travel

Smartphone vs. Tablet Share of Mobile Transactions

© Criteo State of Mobile Commerce Q4 2014


smartphones overtake tablets in transactions

12

Since late 2014 Google has labelled mobile

friendly sites for mobile Google searches –

helping consumers avoid difficult to navigate

sites.

In a 2014 UK IAB study 52% of respondents

reported visiting a non optimised site in the last

month, and 69% said visiting non-optimised

sites was a frustrating experience

73% of the same sample said they did not turn

to an alternative device when faced with a non-

mobile friendly site

© IAB – Mobile is the top device for product info….06/11/2014

© Google Webmaster Central Blog: 18/11/2014


Google favours mobile-friendly sites

13

As sites improve their mobile payment

journey, purchase values on mobile

devices are reaching desktop levels

© Criteo State of Mobile Commerce Q4 2014 © Criteo Travel Report Sept 2014

Tablet order values have overtaken

desktop in some categories


mobile purchase value is higher

14

Under 20% of top tier websites use

responsive web design, according

to Akamai

However, with the inexorable rise of mobile

browsing, 2015 will be the year for laggard

brands to adopt mobile-friendly websites or

suffer the consequences for alienating half

their audience

© Guypo.com/rwd-2014


so who is using responsive web design?

15


survey summary; overview

As mobile approaches the majority of web

traffic, the travel industry needs to

invest seriously in its mobile

customers…

© Nucleus Ltd 2015

Nucleus Ltd

John Loftus House

Summer Road

Thames Ditton

Surrey KT7 0QQ, UK

Contact:

Hannah Mills

[email protected]

+44 (0)20 8398 9133

Thank you!

mobile web survey wave 8 mobile traffic growth slows, but ...€¦ · 2 nucleus mobile web survey...

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