Do you know how much fraud in (paid) mobile traffic arrived at your landing pages in 2022Q4?
Any realistic idea? Here’s what Oxford BioChronometrics measured:
TL;DR version:
● In total ~11% fraud was detected in paid mobile traffic
● Majority of fraud comes from Android devices: ~80%
● Android:iOS traffic volume ratio in human traffic is 3:2, in fraudulent traffic: 4:1
● iOS provides better traffic quality: ~6% fraud, Android traffic: 14% fraud
Mobile traffic within the fourth quarter of 2022 had ~11% fraudulent traffic, roughly 1 in every 9 visitors; compared to 19% fraud in 2022q3. The majority of the mobile traffic presented itself as an Android device 62.2%, the remaining 37.8% as an iOS device.
When looking fraudulent traffic only: 79.58% (8.878 / 0.11156) of the fraud is Android traffic and 20.42% (2.278 / 0.11156) is iOS traffic, a ratio of 4:1. Looking at human traffic only, the ratio Android:iOS about 3:2 (Android:iOS), 60% Android and 40% iOS.
Looking at the browser types on both mobile OSes it’s no surprise that Chrome and Safari are the most prevalent browsers in both the fraud and human traffic groups. When looking at the top 3 measured in volume of individual browser types per OS, we can see that Samsung Browser on Android has the lowest fraud% (2.99%), then Safari on iOS (5.52%), then Chrome on Android (11.08%). This does not mean that the bots or fraudsters are actually on iOS Safari, they merely provided an user agent to look like an iOS Safari browser.
Your takeaway: Again this quarter, targeting iOS gives you better quality traffic, 6.02% (2.275 / (2.275+35.517)) on iOS is flagged as fraud, versus 14.273% (8.878 / (8.878+53.327)) fraud on Android.
Note: The numbers are based on traffic measured at landing pages, microsites, lead gen forms, digital sales, check-out pages using Oxford BioChronometrics’ SecureLead.
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