Mobile Statistics from Thanksgiving Weekend 2015 in the U.S.

Filed in Mobile Engagement, Mobile Marketing by on December 1, 2015 0 Comments

Thanksgiving_Shopping-Thumbnail2The numbers are in, and Thanksgiving weekend 2015 was more mobile than ever. The use of mobile this year, not only for purchasing but for product research and deal comparison among other actions, has been staggering, and, just as numbers from the past few years have shown, this year’s numbers highlight the profound implications this shift is having for brands’ sales and marketing strategies.

To help put these numbers in perspective, I’ve created a quick rundown of some of the most compelling metrics below. I would like this blog post to act as a record of all the best statistics being reported, and I invite you to share any additional numbers and reports you find in the comment section. I’ll use those to keep this post updated as a one-stop-shop for anyone looking for statistics to help them make the case for incorporating mobile into their marketing and engagement strategies this holiday season and beyond.

Here’s how the power and reach of mobile were in action in the U.S. this Thanksgiving weekend:

  • Mobile shopping accounted for well over a third of all online shopping on Black Friday 2015 in the U.S., entailing some 36.1 percent, up from 30.3 percent last year (Custora).
  • Some 77.6 percent of all orders made on mobile devices took place on iPhones or iPads, while only 22.1 percent took place on Android devices (Custora).
  • Tablets drove 15 percent of sales on Black Friday, down 2 percent from last year. Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014 (Adobe).
  • On Black Friday, mobile devices drove 53 percent of shopping visits (40 percent on smartphones, 13 percent on tablets) resulting in $583 million in sales. Android phones generated 33 percent of smartphone sales. For the first time, mobile shopping visits exceeded desktop shopping visits, with 57 percent of all website traffic coming from devices (Adobe).
  • During a two-day period, one-third of online shoppers used their mobile phones to make purchases and smartphones represented a record 22 percent share of online sales, up 70 percent from 2014 (Adobe).
  • On Black Friday, shopping on mobile phones brought in $583 million in sales, and on Thanksgiving Day, mobile sales generated a record $639 million. While mobile shopping increased, shopping on tablets continued to decline. Tablets drove 15 percent of sales on Black Friday, a 2 percent decrease from the previous year (Adobe).
  • Smartphones accounted for 46.7 percent of all online traffic, with tablets accounting for 13.7 percent. Smartphones drove 23.9 percent of sales versus tablets at 16.1 percent. (IBM)
  • Mobile accounted for 60 percent of all online traffic on Thanksgiving, up 14.8 percent from a year ago. Mobile also accounted for 54.4 percent of traffic on Black Friday, up 16.6 percent. (IBM).
  • On Thanksgiving, 40 percent of all sales were completed on mobile devices,  which is another rise compared with last year, when one-third of sales were made on smartphones and tablets. Black Friday saw 35.3 percent of sales on mobile (IBM).
  • On Black Friday, smartphone shoppers spent $117.87 on average per order, up 5 percent from last year. Interestingly, while tablets appear to be waning in popularity as a shopping device, the bigger screens and better experience are yielding essentially the same shopping cart value as a desktop purchase: just under $140 (IBM).
  • The biggest share in mobile e-commerce traffic occurred at 7 a.m. EST on Thanksgiving, coming in at 71 percent, suggesting many consumers were shopping from their beds when they woke up (HookLogic).
  • Smartphones had a bigger role in consumers’ shopping journeys on both Thanksgiving and Black Friday, with 46 percent of all purchases made on these days originating from and being converted on a smartphone, and 26 percent originating from a smartphone and being converted on a desktop (Rakuten Marketing).
  • Cyber Monday sales jumped up 18 percent year over year on a same-store-sales basis, with smartphones driving 43 percent of traffic and 24 percent of sales with an average conversion rate of 3.04 percent (ChannelAdvisor).
  • Tablets drove 12 percent of Cyber Monday traffic and 11 percent of sales at an average conversion rate of 5.41 percent (ChannelAdvisor).
  • Phones and tablets combined drove 26.9 percent of Cyber Monday sales (Custora).
  • Online sales topped $3 billion on Cyber Monday with more than a quarter of those sales (26 percent) coming from mobile devices, generating $799 million in sales. Apple iOS devices drove $575 million of mobile sales, while Android devices drove $219 million in mobile sales (Adobe).
  • Mobile traffic was highest at 6am ET on Cyber Monday (HookLogic).
  • Mobile traffic accounted for nearly half of all online traffic and 27.6% of all online sales Monday, which is up more than 25% from last year (IBM).
  • Average order value on smartphones on Cyber Monday was about $102 (IBM).
  • Overall, on Cyber Monday, 53 percent of total online visits to retailer sites came from mobile devices, a 14 percent year-over-year increase. Of total online visits, smartphones generated 42 percent (64 percent iOS; 36 percent Android), and tablets produced 11 percent (86 percent iOS; 14 percent Android) (Branding Brand).
  • Total digital spend on Cyber Monday, when inclusive of comScore’s preliminary mobile commerce estimates, reached $3.118 billion, a 21-percent annual gain vs. $2.586 billion spent on Cyber Monday 2014. This marks the first time in history that total digital spend surpassed the $3 billion milestone in a single day. Mobile commerce is estimated to have accounted for 27 percent of total digital commerce on Cyber Monday 2015, with $838 million spent via smartphones and tablets (comScore).
  • Not only were consumers purchasing more frequently on mobile on Cyber Monday, they were also making larger purchases, with average order values on mobile increasing by more than 50% as compared to prior recent Mondays (Nanigans).
  • Driven by significant returns on Facebook, increased ad budgets led to 50% greater average order values (AOV), and a doubling of purchase rates on Cyber Monday as compared to the previous four Mondays (Nanigans).

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Louise Finlay is a former Marketing Communications Director at Syniverse.

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