The proportion of visitors to the online donations site JustGiving who access the site through mobile devices has increased from 4 per cent in 2010 to 40 per cent this year.
Speaking at JustGiving’s Impact Through Innovation conference in London today, Jonathan Waddingham, the company’s social and labs product manager, said that in the year to January 2011, traffic from mobile phone and tablet devices to the site went from 4 per cent to 10 per cent of the total.
In January 2012, 26 per cent of site users came from mobile devices and this proportion had increased to 40 per cent in January this year, he said.
The figures showed the importance of providing an optimised experience for mobile device users, said Waddingham.
The "massive" increase in traffic from mobile devices has been driven by social media, he said.
He also said that 16 per cent of JustGiving users now come to the site from Facebook, up from 10 per cent last year and just 0.3 per cent in 2011.
Waddingham said that charities should encourage supporters to share their giving via social media. JustGiving has found that every 'share' to Facebook generates an average of £5 in further donations, he said.