Still, NetElixir reported that purchases through desktops remains dominant, contributing nearly 60% to purchase share.
Udayan Bose, NetElixir founder, said there are several reasons why marketers need to reconsider the way they target consumers as more move to purchase from retailers on mobile devices. For starters, he said, Google's new product listing advertising (PLA) format introduced this year has been a success. PLAs as a percentage of total sales are higher for mobile than for desktop.
Purchases through smartphones and tablets started off strong early in the day Monday, but slowed into the evening. Revenue from mobile rose 34% year over year (YoY) to $1.07 billion. At the end of the day mobile revenue tracked at $130 million less than Black Friday.
Conversions were well above holiday averages, with smartphones at 2.8%, tablets at 5.1% and desktops at 6.3%, compared to holiday averages of 1.3%, 2.9% and 3.2%, respectively, according to ADI. The analysts reported that the average order value (AOV) on iOS smartphones came in at $141, slightly higher than Android smartphones at $128.