Commentary

Mobile Showing Strength In Holiday Searches, Purchases

A flurry of data continues to show a leap in purchases from mobile devices during the U.S. Thanksgiving holiday weekend. In fact, purchases from mobile phones on retail sites nearly equaled desktop with an average order value (AOV) of $125 versus $152, respectively, according to data released this week.

HookLogic, a Criteo company supporting ecommerce retail sites, released data Monday that estimates mobile purchases had the highest conversion rate -- 32% -- of the season-to-date during the U.S. Thanksgiving Day holiday weekend. The number of shoppers on mobile phones peaked at 9 p.m. E.S.T. on Thanksgiving Day and between 11 a.m. and noon E.S.T. on Black Friday, according to HookLogic. 

Mobile commerce remains a successful companion to marketers this holiday weekend. Early data from Adobe Digital Insights shows that Cyber Monday brought in $540 million between midnight and 10 a.m. E.S.T. ADI data suggests that mobile shopping in the early morning hours on Cyber Monday accounted for $205 million. Mobile accounted for 56% of visits. Breaking down the numbers, mobile accounted for 56% of visits and 38% of sales. Smartphones contributed 46% and tablets 10% to visits, whereas smartphones contributed 27% and tablets contributed 11% to sales.

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ADI forecasts that Cyber Monday will reach $3.36 billion in online sales, up 9.4% year-over-year (YoY). 

From November 1 through November 27, consumers spent $36.5 billion -- a 7.1% increase YoY, with 26 out of 27 days this holiday season generating over $1 billion in online sales.

Black Friday became the first day in retail history to drive over one billion dollars in mobile revenue at $1.2 billion -- a 33% growth year-over-year (YoY), according to ADI.

Thanksgiving saw $771 million in sales come from mobile devices. Mobile accounted for 57% of visits and 40% of purchases on Thanksgiving Day, attributing 27% to smartphones and 13% to tablets. Some 55% of visits and 36% of purchases were attributed to sales on Black Friday, about 25% to smartphones and 11% to tablets, according to ADI.

This column was previously published in the Search Blog on November 28, 2016.

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