• by Gavin O'Malley , Staff Writer @mp_gavin, December 2, 2015

Need any more evidence that mobile is experiencing a breakout holiday shopping season?

How about the fact that Nanigans’ ecommerce clients increased mobile advertising by 134% on Cyber Monday, compared to the four Mondays before Nov. 30?

Cheryl Morris, VP of marketing at the Facebook ad company, says the surge has been a year in the making.

“We’ve seen ecommerce and retail marketers ramping up their mobile advertising budgets throughout 2015, testing and honing advanced targeting, optimization and creative strategies,” Morris said on Tuesday. Now, “These marketing teams are reaping the rewards of those investments during this critical holiday shopping season.”

Indeed, on Cyber Monday alone, Nanigans saw mobile ad budgets and same-day purchase rates from these budgets more than double.

“Not only were consumers purchasing more frequently on mobile, they were also making larger purchases, with average order values on mobile increasing by more than 50% as compared to prior recent Mondays," Morris noted.

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.

As I mentioned earlier this week, this is the first year that consumers are doing more shopping on their mobile devices than their desktops, according to IBM’s ongoing Benchmark report.

Mobile shopping accounted for a full 60% of all online traffic on Thanksgiving -- a number that increased by 14.8% from the same period, last year. More to the point, mobile accounted for 54.4% of all online traffic on Black Friday, a figure that went up 16.6% year-over-year.