zanox Mobile Performance Barometer

Posted by Marjolein van der Kolk in General News , May 23rd, 2012

313 percent growth in revenues via mobile devices

One transaction every 15 seconds in Europe via a mobile device

iPad is the motor for mobile commerce in Europe

zanox, the leading performance advertising network in Europe, presents the current trends and developments in mobile commerce with the latest edition of the “zanox Mobile Performance Barometer”. Based on over 1,000 advertiser programmes in the European core markets of Germany, Italy, France, Spain, Benelux, Scandinavia and Poland, Europe’s leading performance advertising network shows that mobile commerce is already living reality for consumers. In an annual comparison of 4th quarter 2010 to 2011, there was a 313-percent increase in revenues generated via mobile devices across the entire European zanox network. In 2011, for example, more than two million transactions were made via mobile devices throughout the zanox network – the equivalent of one mobile transaction every 15 seconds. During the process, a sales volume of 120 million Euro was generated in 2011.

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In 2011, the long-promised tablet-revolution finally took place. As a result, in December 2011, the iPad was behind 50 percent of all revenues generated via the mobile channel. In the zanox performance network, the average revenue per transaction generated via the iPad is 63 percent higher than that for the iPhone and double the amount made by Android devices. The iPad is therefore the No. 1 revenue-generator and the motor for all mobile commerce in Europe.
Viewed over the entire 2011 period, Apple’s iOS operating system (iPad, iPhone, iPod) lost shares, whilst still accounting for three quarters of mobile revenues at the end of the year (Jan 2011: 82 percent, Dec 2011: 75 percent). Android devices almost doubled their share of mobile revenues with an increase from 12 percent (Jan 2011) to 21 percent (Dec 2011).


In a European zanox-comparison, Scandinavia is the leader in mobile commerce, with the largest mobile channel-share of total revenues (3 percent revenue share) and the second-highest growth rate from 4th quarter 2010 to 2011 (693 percent). Only Poland has a higher growth rate, with 722 percent, but, at the same time, registers the lowest mobile channel-share of total revenues (1.2 percent). Germany experienced a mobile revenue-growth rate of 316 percent from 4th quarter 2010 to 2011; here, the mobile share of total revenues stands at 2.4 percent.

  • Spain:
    YoY growth 2010-2011: 328%
    mobile-share of total revenues at 2.6%

  • France:
    YoY growth 2010-2011: 248%
    mobile-share of total revenues at 1.9%

  • Benelux: YoY growth 2010-2011: 553%
    mobile-share of total revenues at 2.9%

  • Italy:
    YoY growth 2010-2011: 400%
    mobile-share of total revenues at 1.6%


With mobile revenue growth of 362 percent during the period from 2010 to 2011, Retail & Shopping offerings are the driving forces in European mobile commerce. Of the other zanox top-branches, this is then followed by “Financial Services” with 337 percent, “Travel” with 272 percent and “Telco & Services” with 202 percent.


With respect to the adoption of the mobile sales channel, a two-speed Europe is revealed. Only around 10 percent of all advertisers in the zanox network provide their users with a mobile-optimised website and a mere one percent of all zanox advertisers offer a mobile-optimised site and also use zanox mobile tracking. “Mobile Innovator” providers meet all five criteria for success: A mobile landing page, complete mobile site, mobile transaction process, the implementation of zanox tracking for mobile, as well as their own dedicated mobile apps (for Apple and Android).

About the zanox Mobile Performance Barometer

With its transaction-based business model, the international zanox performance advertising network provides the largest and most relevant European platform for the analysis of trends and developments in the fields of e-commerce and mobile commerce.
The analysis results gained from over 1,000 advertiser programmes in the European core markets of Germany, Italy, France, Spain, Benelux, Scandinavia and Poland, with annual transactions in the double-figure millions range, are compiled and processed in the “zanox Mobile Performance Barometer”. The findings of the “zanox Mobile Performance Barometer” provide decisive indicators for developments and shifts in market shares and user habits in the m-commerce domain. The “zanox Mobile Performance Barometer” is therefore a sure gauge for developments in m-commerce – one which is not based on projections, surveys or other expert opinions, but rather, plainly and simply, on real transactions; in other words, purchases, contract completions or subscriptions.

About zanox

zanox is the leading performance advertising network in Europe. With over 600 employees across the globe, the zanox Group – comprising the companies, zanox, Affiliate Window,, M4N and eprofessional – supports companies from all industries and of all sizes in the effective marketing of products and services on the internet. With zanox’s transaction-linked business model, advertisers only pay for the measurable success of their online advertising activities. Over 4,000 advertisers bank on the zanox global publisher network; additional monetisation power is provided by ‘zanox Web Services’ and the ‘zanox Application Store’ internet and mobile applications. zanox stands for customer service with industry expertise, the highest standards of technology and security, as well as the swift and transparent payment of its partners. The zanox Group has its headquarters in Berlin and has branches in Germany, England, France, Spain, Italy, Sweden, Switzerland, the Netherlands, Poland, Turkey, Brazil and the USA.

More Information:

If you are interested in receiving the “zanox Mobile Performance Barometer” as presentation, please send an email with the subject “zanox Mobile Performance Barometer” to
We would also like to offer you as advertiser, agency or publisher the opportunity to request your individual “zanox mobile report” – please ask your local zanox account manager.


23 Responses to “zanox Mobile Performance Barometer”

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  3. Edwin Metselaar Says:

    Great work! Thanks for all the insights and observations.

    Mobile Professionals is looking forward to help many advertisers to go mobile with zanox in the future.

  4. zanox Blog Nederland» Blog Archive zanox Mobile Performance Barometer | Mobile Marketing| Says:

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    [...] sein wird und das heute von zanox, einem Performance Advertising Netzwerk, veröffentlichte Mobile Performance Barometer 2011 zeigt dies schon für das vergangene [...]

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  11. Samantha Says:

    Good work :)

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