Mobile’s use in e-commerce still has plenty of legs left for its continuing rise across Europe, according to performance marketing network zanox.

Revenue from mobile transactions increased in 2013, as did mobile’s share of overall revenues. Ascending order values also had a big part to play in the growth that zanox recorded in all verticals.

Of the regions zanox operates in, Germany had consistently higher growth by industry between 2012 and 2013. Eastern Europe did however experience more than 1000% growth in the travel vertical because of new travel programmes and online travel agencies.

Android vs iOS

There were some other noticeable changes to the more traditional mobile growth areas. Take the Android platform, which once had to play second fiddle to the revenue being generated by iOS devices.

Findings released in zanox’s Mobile Performance Barometer show how iOS is actually losing ground to Android, signalling a huge shift in power. Both iPhone and iPad devices have seen their share of mobile revenue per device eroded by the Google platform since 2013.

One area in which iOS is still superior to its main competitor is average order value. If anything, Android has found year-on-year order value growth decreasing, suggesting a steep incline in order volume for the mobile operating system.

Enthusiasm for mobile

Network CEO, Thomas Joosten, has seen how familiarity with modern mobile shopping options was breeding growth for the network and its clients.

“Over the past few years, we have observed a persistent upward trend in mobile shopping ‒ one that continues today. A growing number of consumers are becoming more enthusiastic about shopping mobile every day,” he commented.

“The steadily growing reach of mobile devices, new mobile shopping solutions and improved usability add leverage to the users’ inclination to buy using mobile devices.”

A summary of the results can be found in the following infographic from zanox.

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