Mobile participation tells you the proportion of sales, for example, that were made on a mobile device. Another common measure is to look at the proportion of traffic to digital channels that came through on mobile devices. It is important to monitor and understand this metric as mobile behaviour and the customer’s mind set and missions on different devices is very different.
In the first quarter of FY17 (March – June 2016) 30% of Argos total sales were initiated on a mobile device (either a smartphone or tablet). This means that not only do mobile devices account for nearly a third of company sales, they also contribute 60% of digital sales, overtaking desktop and laptop which contribute 40%.
Example – Calculating Mobile Sales participation
This example takes you through how to calculate Mobile Device Sales participation at a total level.
Open the below Analysis Workspace Project;
Calculating Mobile Participation – Desktop/Mobile Websites
The top table shows, for last week on Desktop Website, the number of visits and revenue that were made on Desktop or Laptop, Tablet, and Mobile Phone.
Select and copy this data, and paste it into an excel sheet.
You will then need to change the report suite from ‘Desktop Website’ to ‘Mobile Website’ in the top right hand corner.
When the data has loaded, select it, copy and paste into the excel sheet under the Desktop data.
You now need to add the apps data. To do this open the below Analysis Workspace project;
Calculating Mobile Participation – Apps
Desktop traffic doesn’t exist on App channels, so we just have the split of Tablet and smartphone here. Copy these values and paste them under the desktop and mobile data. See an example Excel workbook here.
You should now have a table which gives the split of Desktop/Laptop, Tablet and Smartphone traffic and revenue across all channels.
To calculate mobile sales participation;
- Sum Revenue: Total values by each device type, so that you have one value for Desktop/Laptop, Tablet and Smartphone.
- Sum the Tablet and Mobile Phone values to get total mobile device revenue.
- Sum Revenue: Total across all devices and channels to get total digital revenue.
- Divide total mobile device revenue by total digital revenue to get percentage participation.
To calculate traffic or visit participation, follow the steps but using the visit numbers instead of Revenue: Total.
