Study – One-third of Black Friday online revenue was mobile
Pittsburgh - Just more one-third of all Black Friday online revenue came from shoppers on mobile devices, up 48 percent from 2013. According to Branding Brand's sample of 35 North American retailers running on its commerce platform, 90% of these consumers were on Apple devices.
Mobile devices (smartphone and tablets combined) produced a total of almost 2.2 million visits, 48,000 orders, and $5. 54 million in revenue on Black Friday. In addition, mobile devices generated:
• 57% of all online visits (79% iOS; 19% Android; 2% Other**)
o 40% smartphones
o 17% tablets
• 35% of all online orders (84% iOS; 15% Android; 1% Other)
o 18% smartphones
o 17% tablets
• 34% of all online revenue (90% iOS; 9% Android; 1% Other)
o 16% smartphones
o 18% tablets
Compared to 2013, Branding Brand's Mobile Commerce Index showed the following year-over-year increases for the same 35 retailers:
• Mobile market share of all online visits increased 24%
• Mobile market share of all online orders increased 30%
• Mobile market share of all online revenue increased 48%
Mobile shopping visits peaked at 10 a.m. EST, while mobile revenue surged at 11 a.m. EST. Louisiana, West Virginia, Indiana, Iowa, and South Dakota were the highest-converting states in the United States.
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