Online Shoppers Use Mobile Most On Sunday

According to Larry Moores, Vice President for Consumer Mobile Reporting and Analytics at Opera Software, "… online shopping… (is) a major force in global markets… with the holiday shopping season upon us in the United States… mobile's share of that market (is) accelerating… “

Unlike desktop traffic to e-commerce sites, which tends to peak on Mondays and remains stronger during weekdays than on weekends, mobile shopping traffic is highly concentrated on Sundays, says the report. Many consumers use their mobile devices to browse products over the weekend, says the report, then revisit and purchase when they return to their desks on Monday. The day with the lowest mobile shopping traffic is Friday.

The month that sees the most mobile traffic volume to shopping sites is June, while February sees the highest mobile traffic for those whose mobile behaviors indicate a strong interest in shopping. The Christmas season is the most active time for shopping in the United States, Europe and Latin America. Between November and February, the United States sees an increase of over 15% higher than annual averages in shopping volume.

Germany also shows particularly large increases in the number of shoppers during November and December, experiencing an increase of over 28% from its annual average.

In the United States, Amazon leads the pack in mobile shopping with a 36.3% market share of traffic volume:

  • In second is eBay with 16% of the market share
  • Followed by Craigslist with 11.5%
  • Among the big-box retailers that offer mobile shopping, Walmart sees the highest volume of traffic, followed by Target and Sears
  • Other U.S. retailers that see an increase in mobile traffic in November include Walgreens, Lowe’s, Macy’s, Kohl’s, Barnes & Noble, Kmart and Nike

In October and November of this year, the majority of global impressions on the Opera Mediaworks mobile ad platform came from ad campaigns for games, followed by computers and electronics. However, when looking at ad spend, companies selling mobile phone services came out on top, followed by home improvement stores. Apparel brands and jewelry came fairly low on the list, says the report.

The report also found which brands are advertising more within each category:

  • Clothing & Footwear: Belk, New Balance, Burberry
  • Retail: Kmart, Target
  • Computers & Electronics: Samsung, Microsoft
  • Mobile Devices & Services: T-Mobile
  • Jewelry: Pandora
  • Pharmacy: CVS
  • Games: Supercell, GameStop

This report’s insights are sourced from anonymous aggregated data from the 270 million users of Opera Software’s mobile browsers, combined with data from the Opera Mediaworks mobile ad platform, which serves 65 billion ad impressions a month on over 17,500 mobile sites and apps and reaches 800 million consumers globally.

To read the full report as a PDF file, please visit Opera MediaWorks here. 



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