Analysis: Importance of mobile grows in holiday shopping

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Analysis: Importance of mobile grows in holiday shopping

By Dan Berthiaume - 02/04/2019
Mobile commerce and traffic experienced sharp growth during the 2018 holiday season.

According to analysis of 2018 holiday shopping data from mobile commerce platform Button Marketplace, mobile consumers spent 121% more during the holiday season than the 2018 average prior to the holidays. Due to retailer holiday promotions which began as early as Halloween, mobile spending started surging in the beginning of November.

In addition, mobile browsing increased 61% during the holidays compared to the 2018 average, while mobile order volume grew 106% and mobile app installs rose 108%.

Thanksgiving was one of the strongest mobile commerce days of the holiday season, with Cyber Week (the Monday before Thanksgiving through Cyber Monday), displaying the biggest mobile purchase volume of the holiday season. The top five mobile purchase categories for the holiday season were in order – electronics, toys, home supplies, sports and outdoors, and clothing and fashion.

Button Marketplace also observed differences in how mobile app users and mobile web users shopped during the holiday season:

• Mobile app users had a 14% higher conversion rate.
• Revenue per tap was 117% higher in app than on mobile websites.
• There were 108% more orders per purchaser in app.

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