Commentary

Mobile Moves in on Thanksgiving, Black Friday Shopping

Mobile is now an integral part of shopping over the Thanksgiving Day weekend.

Now that some holiday sales have occurred, the act of tallying the numbers is well under way.

While others will look in depth at overall shopping, here’s a look at some of the mobile commerce aspects of all that shopping, from various new reports.

On Thanksgiving Day, three out of five online shoppers were mobile, based on the Branding Brand Mobile Commerce Index.

Mobile devices accounted for 2 million visits, 30,000 orders and $4 million in revenue, according to a sample of 35 North American retailers running on its mobile commerce platform.

Apple devices accounted for the majority (70%) of all online visits and Android accounted for almost a third (29%). More orders (73%) also came via iOS devices compared to about a quarter (26%) from Android devices.

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Perhaps most significantly and consistent with other mobile commerce research, mobile activity increased from the same day last year, with the mobile market share of all online revenue increasing 55%.

Sales on Black Friday also had a heavy mobile push.

Mobile shopping accounted for nearly a third (30%) of online sales being done on phones and tablets, according to the Custora E-Commerce Pulse, which tracks more than 100 U.S. retailers, 100 million online shoppers and more than $40 billion in online revenue.

Another tracking study, the IBM Digital Analytics Benchmark, also reported mobile sales to be a substantial part (28%)  of all online sales , an increase of 10% from a year ago. This was the first time that online traffic from mobile devices passed that from traditional PCs on Thanksgiving, according to the research.

That study also found iOS devices leading the way, accounting for 22% of online sales, compared to 6% from Android devices.

Online shopping company Rue La La reported that mobile accounted for more than 50% of its sales on Thanksgiving Eve. Men’s fashion and women’s accessories were the most popular mobile purchases, with the highest value item, a $10,000 diamond bracelet, being ordered via tablet.

In terms of what shoppers were using their phones for, almost half (45%) of smartphone owners used their device to research products, look up retailer information, purchase items, redeem coupons and use apps to research or purchase items, according to the National Retail Federation.

And if anyone thought Black Friday was a big day for mobile, more consumers (40%) said they plan to shop on Cyber Monday than on Black Friday (36%), according to a survey of 1,000 U.S. consumers by KRC Research for Verizon Wireless.

Mobile shopping is heating up for the holidays.

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