November 30, 2016

MediaPost

Holiday Shopping Goes Everywhere On Mobile

If there was any doubt that mobile would play a significant role in holiday shopping, the verdict already is in.

Thanksgiving Day saw the greatest amount of both mobile traffic and mobile orders for online shopping, leaving PC traffic in the dust, based on a new online mobile shopping study.

Over the holiday weekend, mobile traffic accounted for 75% of traffic on average, with the other quarter coming through computers, according to the study, which is based on an analysis of data from 3,000 online retailers conducted by ChannelAdvisor.

The research comprised online sales of online-only retailers as well as those that have physical stores but also sell online as customers of ChannelAdvisor. Some of its customers include Crocs, Deckers, Dell, Under Armour, Timex, Drugstore.com, KitchenAid and Shop.com, among others.

Orders on Thanksgiving via mobile device passed desktop orders for the first time in this annual research, with more than half (53%) of orders taking place on mobile compared to fewer than half (47%) on desktops. For the entire holiday weekend, mobile and desktops were neck and next around the 50% range.

From Thanksgiving through Sunday, mobile traffic increased 10% on Thanksgiving and Black Friday, peaking on Thanksgiving Day at a record-breaking 78% of online shopper traffic. Cyber Monday saw mobile move up to 65% of online traffic and 41% of orders.

Of course, all those mega shopping days were all a warmup for Cyber Monday, where a record $3.45 billion was spent online, a 12% increase over last year, according to the Adobe Cyber Monday report. This marks the largest online sales day in history, passing Black Friday spending of $3.3 billion.

Read more: http://www.mediapost.com/publications/article/290006/holiday-shopping-goes-everywhere-on-mobile.html