FINANCE

Mobile shopping skyrockets Thanksgiving and Black Friday

BY Dan Berthiaume

New York — When compared with a baseline shopping period of mid-October of this year, total mobile visits on Thanksgiving and Black Friday increased 93%. Data from multichannel platform provider Usablenet also shows that overall mobile transactions increased 219% and total revenue from mobile transactions increased by 368%.

In addition, average order value increased by 56.3%, conversion rates increased by 93%, and shoppers spent an average of 47 seconds longer on site (the average length of visit was just more than six minutes per site).

Additional trends that emerged from the study include:

  • Apple devices led the pack, with 54% of visits generated from Apple devices. Samsung follows with about 18%.
  • 61% of revenue was generated from Apple users, compared to 38% from Android users.
  • 44% of traffic to the mobile sites evaluated came from new visitors.
  • 29% of all traffic was referred by Google, a 7% increase over the October baseline period.
  • Consumers responded to Black Friday promotions and deals by starting mobile shopping early on Thanksgiving; there was a visible spike in mobile traffic on Thursday compared to previous years.

“The strong increase in mobile shopping traffic this holiday weekend does not come as a surprise as more consumers are using their smartphones and tablets to browse, search and shop,” said Usablenet CMO Carin van Vuuren. “This holiday season retailers were more focused on integrating promotions and deals with mobile, and some retailers went even further by adding mobile-only deals.”

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G.Gfroerer says:
Dec-04-2013 06:26 pm

Mobile versus Tablet
Does this really surprise anyone? In the stats above, why do we not break out a "True" mobile device as a cellular phone and then the "NON" mobile device being a tablet or laptop using WiFi, a dongle, or a cellular connection? With PC shipments down another 10+% this year, the trend is towards tablets. However, a "Tablet" user is very, very different than a "Cell Phone" user. To continue to lump a "cell phone" into the same category as a "tablet" or "laptop on dongle" does no one any good. They have very different tendencies and shopping habits. Instead of seeing above "54% of visits were generated from Apple devices", why not say to us "40% came from iPads and 12% came from iPhones", thus allowing all of us to really see what "mobile" means... - Giff Gfroerer, i2SMS

G.Gfroerer says:
Dec-04-2013 06:26 pm

Does this really surprise anyone? In the stats above, why do we not break out a "True" mobile device as a cellular phone and then the "NON" mobile device being a tablet or laptop using WiFi, a dongle, or a cellular connection? With PC shipments down another 10+% this year, the trend is towards tablets. However, a "Tablet" user is very, very different than a "Cell Phone" user. To continue to lump a "cell phone" into the same category as a "tablet" or "laptop on dongle" does no one any good. They have very different tendencies and shopping habits. Instead of seeing above "54% of visits were generated from Apple devices", why not say to us "40% came from iPads and 12% came from iPhones", thus allowing all of us to really see what "mobile" means... - Giff Gfroerer, i2SMS

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FINANCE

ShopperTrak: ‘Black Weekend’ sales look good

BY Dan Berthiaume

Chicago — When compared to “Black Weekend” last year, brick-and-mortar retail sales between Thanksgiving and Sunday, Dec. 1 increased 1% as shoppers spent an estimated total of $22.2 billion across the four days. However, retail shopper traffic decreased by 4%, to an estimated 1.8 billion store visits, according to new data from ShopperTrak.

ShopperTrak analysis also indicates that total in-store shopper traffic increased by 9.4% in the apparel sector, while traffic in the electronics sector decreased by 6.5% for that same time period. ShopperTrak estimates that in-store shopper traffic and sales by region, compared to Thanksgiving Day through Black Sunday of 2012, changed as follows:

Regional Traffic:

Midwest: decreased 5.4%
Northeast: decreased 9.8%
South: decreased 2.3%
West: no change

Regional Sales:

Midwest: decreased 2.9%
Northeast: decreased 1.0%
South: increased 1.8%
West: increased 5.5%

“Retailers stretched Black Friday deals and promotions across November removing the focus from just one big day of shopping,” said Bill Martin, ShopperTrak founder. “Shoppers, in turn, paced themselves. They spread their shopping and spending not just across the holiday weekend, but also into the days and weeks before it, contributing to a decrease in last weekend¹s shopper traffic. Customers also researched store merchandise online first and more often came to stores ready to buy particular products.

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Adobe: Cyber Monday online sales total $2.29 billion

BY Dan Berthiaume

San Jose, Calif. – Cyber Monday sales set a new record at $2.29 billion online, representing 16% year-over-year (YoY) growth. New Adobe Digital Index 2013 data also indicates a record 18.3% of sales came from mobile devices, an increase of 80% YoY.

Additional data and findings of the Adobe Digital Index online shopping analysis include:

Mobile: Smartphones and tablets drove $419 million in online sales on Cyber Monday, a new record. Tablets generated the majority of mobile driven sales at 12.7% of total online sales. iPad took the lion’s share with 10.1% while Android based tablets generated $23 million or one percent of total sales. Alaska and Hawaii had the largest mobile sales revenue with 26.6% compared to the 18% national average.

Social Referral Traffic: Social media sites drove $148 million in online sales between Thanksgiving and Cyber Monday, a 2% share and flat compared to last year. Twitter’s share grew most (up 24%) to 9% of total online sales. Pinterest also saw strong growth increasing its share of referral traffic by 17% YoY. Facebook drove 64% of all social media driven sales, an increase of 12%.

“Retailers earned 10% of their annual sales in just the last five days, an increase of 26% YoY,” said Tamara Gaffney, principal analyst, Adobe Digital Index, Adobe. “Sales from mobile devices saw the biggest gains with an 80% increase from last year.”

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