Income Access invited industry affiliates to participate in a survey covering a range of topics, including mobile traffic, advertising models, markets of interest, industry-wide tech focuses and more. Today, we take a closer look at the survey results that pertain to mobile traffic and optimisation. The resulting report, State of Play: iGaming's Affiliate Marketing Industry, can now be viewed in its entirety on our Content Hub.

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Devising a strategy that reflects the growing importance of mobile optimisation has become a necessity in the iGaming industry. Our recent affiliate survey supports this statement as 86% of respondents said that they have a mobile-optimised website.

The significance of enhancing one’s mobile awareness and expertise is also highlighted in a recent Statista chart entitled The World Going Digital. The chart shows that in a global population of 7.6 billion, there are 5.1 billion unique mobile phone users and 3 billion active mobile social users each month.

One of our most notable observations from the survey was the 39% of affiliates who said that more than 50% of their traffic arrives from mobile devices. When comparing this figure to a Mobile Acquisition Survey that Income Access conducted in 2015, which had a comparable sample size, we saw a 97% increase in the number of affiliates who fell into this category.

As can be seen in the below graph, the most popular choice was from the 23% who said that between 41% and 50% of their traffic came from mobile devices.

App Appreciation

Another result that suggests affiliates are going the extra mile when it comes to engaging their audience is the 13% of respondents who said that they have both a mobile-optimised site and an app. Only 10% said that they have neither an app or a mobile-optimised site. Digging a little deeper, we found that 43% of respondents with an app said that they generate 51 or more installs per month, while 44% said that they generate 25 or fewer installs per month.

Further segmentation showed that 15% of respondents are app-only affiliates with 14% identifying as Twitter-only affiliates. Of those Twitter-only affiliates, 41% said that they acquire 50 or more new followers each month. The most popular segment selection, however, was from the 33% of Twitter affiliates who said they average 25 or fewer followers per month.

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Watch this space for more survey summaries as our next entry will focus on survey results pertaining to Target Markets & Verticals of Focus.