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New York -- When compared with a baseline shopping period of mid-October of this year, total mobile visits on Thanksgiving and Black Friday increased 93%. Data from multichannel platform provider Usablenet also shows that overall mobile transactions increased 219% and total revenue from mobile transactions increased by 368%.
In addition, average order value increased by 56.3%, conversion rates increased by 93%, and shoppers spent an average of 47 seconds longer on site (the average length of visit was just more than six minutes per site).
Additional trends that emerged from the study include:
- Apple devices led the pack, with 54% of visits generated from Apple devices. Samsung follows with about 18%.
- 61% of revenue was generated from Apple users, compared to 38% from Android users.
- 44% of traffic to the mobile sites evaluated came from new visitors.
- 29% of all traffic was referred by Google, a 7% increase over the October baseline period.
- Consumers responded to Black Friday promotions and deals by starting mobile shopping early on Thanksgiving; there was a visible spike in mobile traffic on Thursday compared to previous years.
“The strong increase in mobile shopping traffic this holiday weekend does not come as a surprise as more consumers are using their smartphones and tablets to browse, search and shop,” said Usablenet CMO Carin van Vuuren. “This holiday season retailers were more focused on integrating promotions and deals with mobile, and some retailers went even further by adding mobile-only deals.”