36% of all referral visits from social networks to retail sites come from tablets and smartphones

Mobile referral visits from Tumblr produce the highest revenue per visit, 39 per cent more than Facebook, new research from Adobe has found.

Its 2014 Mobile Benchmark Report, compiled from 18 billion visits to more than 10,000 websites and over 700 million mobile app sessions, found that 36 per cent of all referral visits from social networks to retail sites come from tablets and smartphones.

It was also discovered that bounce rates for referrals from social networks are higher on mobile devices than desktops: 61 per cent versus 53 per cent, respectively.

Perhaps unsurprisingly, Apple iPhone and iPad still drive the most mobile web visits with 54 per cent and 80 per cent market share respectively, while Samsung placed second for both browsing on smartphones (24 per cent) and tablets (seven per cent).

“The mobile landscape is constantly evolving and mobile needs to be front and centre of any digital marketing strategy to keep up with technology innovations and consumer expectations,” said John Mellor, vice president of strategy and business development, Adobe Marketing Cloud.

“Major brands face tremendous competition in the battle for reaching mobile consumers. 2015 will be a game changing year for marketers who must deliver highly personalised content across screens.”

In an accompanying mobile survey, Adobe found that iBeacons and geo targeting are becoming mainstream: 18 per cent of mobile marketers already use iBeacons and the number is expected to double in 2015.

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