Mobile Drives Black Friday Shopping According to IBM Digital Analytics Benchmark
Expectations were high when it came to online sales this holiday season and Black Friday 2012 didn’t disappoint. Overall, online sales were up close to 24 percent over 2011 as of 9 p.m. EST. But what really stood out this year was the impact of mobile. As retailers continue to deliver multi-screen experiences that connect customers with personalized deals across multiple screens including PCs, smartphones, and tablets, mobile traffic soared to 27.8 percent, with the number of consumers using a movable device to make a purchase reaching 14.4 percent. It appears customers chose to forgo waiting in long lines and instead brought their smarterphones to their dining room tables and their tablets to their living room couches. Let’s take a closer look at mobile sales this Black Friday:
- Mobile Shopping: The number of consumers using their mobile device to make a purchase reached 14.4 percent.
- Mobile Traffic: The number of consumers using a mobile device to visit a retailer’s site reached 27.8 percent.
- The Multi-Screen Shopper: Consumers continue to use their mobile phone in the store with the iPhone driving more retail shopping than any other device. Current iPhone traffic is at 10.9 percent versus 9.2 percent and 7.5 percent for iPad and Android respectively.
- The iPad Factor: iPad continued to drive more retail purchases more often per visit than other mobile devices with conversion rates reaching 4.2 percent, higher than all other mobile devices.
As Cyber Monday draws near, stay tuned for the latest figures and trends!