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.
The number of new mobile devices being used at the end of last year, both Android and iOS, resulted in millions of new downloads in December. Christmas Day 2012 saw a record 17.4 million iOS and Android device activations, two and a half times more than Christmas Day 2011. That, in turn, has pushed up the cost to acquire a new loyal user*, found Fiksu.
The firm’s index, which tracks this cost, shows a 21% rise in December, 2012, up 29 cents, bringing the acquisition cost to $1.67 up from $1.38 in November, 2012. Read more…
Source: BizReport | Helen Leggatt