Black Friday: Mobile's Big Day - eMarketer

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Black Friday: Mobile's Big Day

Mobile drove around 30% of Black Friday online revenues

December 16, 2014

The big winner of Black Friday 2014 was mobile. Nearly 30% of all Black Friday online revenues, already up more than 20% year over year, came from shoppers on mobile devices—a 48% jump from 2013, according to Adobe’s “2014 Digital Index Online Shopping” report for Black Friday. Custora put the mobile shopping share number at 30.3% of online sales, up from 22.5% on Black Friday 2013.

This Thanksgiving weekend represented the first time that mobile traffic exceeded PC internet traffic, IBM announced. Mobile traffic on Thanksgiving came in at 52.1% of all online traffic and PC internet traffic at 47.9%, likely because consumers were outside of their homes—no laptops on hand—but browsing on the go during Thanksgiving Day downtime. Traffic numbers remained high on Black Friday, where mobile traffic came in at 49.6%.

Tablets edged out smartphones in online purchases on Black Friday. Smartphones accounted for 13% of online purchases, almost twice their 7% share last year, Adobe said. Tablets came in at 16% of online sales, up from 14% last year.

Experts believe this is because the screen and body sizes of smartphones are growing, providing a more tabletlike platform—still highly portable—that consumers enjoy looking at for longer periods of time.

Branding Brand, which examined 35 of the North American retailers on its commerce platform, noted that 90% of mcommerce consumers on Black Friday shopped on Apple devices. Android users comprised 9% of the pool. Adobe and IBM put those numbers slightly lower, at 79% iOS users and 21% Android users, though iOS users drove nearly four times more mobile sales revenues than Android users. Custora also noted that since July, Android devices have been taking a larger chunk of iOS’s pie of mobile shopping sales.

Overall, Thanksgiving Day sales hit $1.33 billion this year. Black Friday sales hit $2.4 billion. While the holiday shopping season’s promotions were spread over a longer period of time this year, they’re still hitting big—and there are still a couple more weeks and weekends left before Christmas.

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