A study of 100 million “conversion events” across 4 major verticals (telecom, retail, auto, and travel) and multiple devices – including mobile phones, desktop computers, and tablets – reveals that 31% of said conversions took place on a mobile device. The study, conducted by AOL in conjunction with the University of Virginia School of Engineering and Applied Sciences (SEAS), also finds that 65% of mobile conversions took place on a tablet. While Android and iOS devices each accounted for roughly 50% share of smartphone conversions, the iPad was the dominant tablet device, at 85% of conversions.
The proportion of conversions taking place on a mobile device has grown by 28% over the past year, according to the researchers.
Telecom appears to be the most heavily influenced vertical of the 4, with 37% of new plan and device purchases coming from a mobile device. Next up was retail, with 35% of purchases occurring on a smartphone or tablet. Auto (22%; referring to finding a local dealer, requesting more information, configuring a car, and travel) and travel (20%; referring to booking a hotel, flight, or car reservation) were relatively less influenced.
Consumers are now spending one-quarter of their digital time at home on their tablets or mobile phones, according to the study, and three-quarters of the mobile ad impressions tracked were viewed inside the home. While the researchers note that this “runs counter to the prevailing wisdom” that most mobile device use occurs outside the home, that view has been debunked several times, as discussed here.
About the Data: The data is based on 500 billion impressions served by AOL Networks during portions of 2012 and 2013.