New figures indicate that mobile devices are now driving one third of all traffic across the UK webspace, but their contribution could grow even higher if recent patterns are to be observed.

Smartphones and tablets reportedly accounted for one in every three visits to websites in Q1 2014, but this marks a notable rise from the one in every five it drove during the same period last year.

The figures are based on web traffic gained by OMG’s UK Affiliate Network, and the company is advising brands to take note.

Transactions and traffic

According to the performance marketing group’s review of the battle between desktop and mobile, smartphones and tablets are fast becoming the devices of choice for both product research and purchases.

That’s because not only has mobile managed to increase its contribution to web traffic, the number of transactions conducted over these devices is also on the rise.

Mobile chipped in with a 12% share of all web purchases made over the course of Q1 2013, but this doubled over the first three months of 2014, equating to a hugely impressive 24%.

However, while many retailers may see this as reason enough to look into how they’re catering for their mobile customers, companies in some verticals simply cannot afford to mull over the growth.

Mobile targets majority share

In finance, for example, mobile accounted for a 39% of all transactions for credit cards over Q 2014, up from just 23% during the same period last year.  

Further to this, mobile’s contribution to web traffic rises to nearly a half when considering views for pages related to credit cards and personal loans.

This is double the share of traffic seen in Q1 2013 and Stephen Rumbelow, commercial director at OMG, is urging brands to take heed of the signs on show.

Touching on the findings, he commented: “Make no mistake about it – mobile is moving centre stage and advertisers and publishers risk losing competitive advantage unless they adapt their strategies to take advantage of the seismic change in consumer behaviour.”