The document discusses the growing adoption of mobile devices and m-commerce. It notes that 27% of adults and 47% of teenagers now have smartphones, representing significant year-over-year growth. While the iPhone is still aspirational, blackberries are more popular among teenagers. The document also highlights that mobile sales currently only represent around 5% of overall online sales but are growing, and certain advertisers see over 40% of their sales coming from mobile. It concludes by discussing opportunities for networks, advertisers and affiliates to better capitalize on the growing mobile sector.

1. Mobile & M-Commerce: The Complete Picture Kevin Edwards, Affiliate Window [email_address] Get tweeting: #A4UB4

3. The Affiliate Landscape The Mobile Landscape

4. 27% of adults have a smartphone, (60% YoY increase)* 47% of teenagers have a smartphone (87% YoY increase)* ...Phenomenal adoption: can we keep up...? *Ofcom, Communications Market Report, August 2011

5. The iPhone is aspirational and enjoys the highest ABC1 concentration 16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%) … mobile offers fascinating insight into users *Ofcom, Communications Market Report, August 2011

7. iPhone records twice as many clicks as the iPad Apple devices have 70% traffic

9. iPad’s high conversion closes the gap Apple takes 73% of sales In Aug iPad made 50% of sales

14. Mobile strategies Mobile Non-mobile Mobile Current 50/50 split on sales

17. Mobile basket dissected

18. ‘ True’ mobile sales (excluding iPad) 5.9% 94.1%

19. 0.1% of overall sales in September 2011 came from mobile checkouts Mobile sales occurring in spite of, not because of online efforts

20. What do they have in common?

21. Does it make a difference? 2.1% sales through mobile 4.2% sales through mobile (with iPad) 3.1% sales through mobile 5.4% sales through mobile (with iPad)

22. Are they incremental sales? At present, we don’t know Advertisers focus on the iPhone Sector & time considerations (low basket, impulse) m-commerce sites enable mobile optimisation and happy customers...

24. The dilemma

25. Missed opportunities? DevMobile “ Probably . My other app based on Dutch retailer bol.com , saw conversion increase from 8 to 12%: a 50% increase in sales.”

28. Closing the loop

35. ? Kevin Edwards, Affiliate Window [email_address] 020 7553 0354 Sign up for the Strategy Newsletter [email_address] Thank you!