Moovweb, the pioneer in powering engaging mobile experiences for the world’s leading brands, released its 2015 Mobile Holiday Shopping Report. The company tracked key e-commerce metrics during Thanksgiving, Black Friday (BF) and Cyber Monday (CM) of more than 30 retail market leaders, representing a cross-section of industries including apparel and accessories, jewelry, health and beauty, consumer electronics, home and garden, and gifts. The analysis yielded surprising insights into the latest mobile holiday shopping trends as consumers increasingly made purchases via their smartphones, signaling a fundamental shift in consumers’ buying habits.
Some key insights from the report include:
Smartphone shopping soared
More customers shopped using their mobile phones than last year. The report shows 45% increase in number of shopping sessions and 16% increase in mobile conversions rates. In fact, smartphone’s share of revenue grew 36% compared to last year.
BF revenue rose
Shoppers binged on mobile phones during BF, resulting in over 95% YOY mobile revenue increase. The increase is attributed to increased sessions and conversion rates. The vast majority of mobile consumers were also iPhone users. Additionally, tablets usage saw a 10% drop in sessions resulting in a 13% decrease in revenue for BF and CM.
BF sales surged past Thanksgiving
Shoppers relied on their smartphones to an even greater degree than last year for their Thanksgiving and BF shopping. Thanksgiving’s contribution to revenue compared to BF was 7 percentage points lower this year. For some industries such as Apparel and Accessories, Thanksgiving online sales grew compared to BF. But, overall, BF remained the bigger shopping day.
The Southeast region was the top converting region during Cyber week
The Southeast proved to be highest converting region during Cyber week while the Northeast had the lowest conversions. However, there were a number of individual states within the Northeast region where smartphone shoppers converted at higher rates than states within the higher converting Southeast region. Smartphone shoppers in New Hampshire, for example, had higher conversion rates than smartphone shoppers in Georgia.
The shift from desktop to mobile is completely apparent this holiday season and it will serve as a warning sign for other industries to go mobile,” said Haresh Kumar, VP of Marketing at Moovweb. “More retailers have embraced mobile in an effort to engage with their customers, as customer interaction is no longer relegated behind the counter but at any given moment. And, we saw consumer behavior shift from mostly searching and browsing on mobile to making purchases on mobile at a much higher rate at all hours.”
To view the full Moovweb Holiday Shopping Report, visit www.moovweb.com/blog/2015-mobile-holiday-shopping-report
Moovweb analyzed a total of 13,487,628 visits across a sample of 30 U.S. retailer sites from Thursday, Nov. 26, 2015 – Monday, November 30, 2015.
Moovweb allows customers to transform their mobile or desktop sites into fast, engaging, high-conversion experiences. The company provides the only mobile experience optimization platform that delivers high performance, contextual experiences on any device, so companies can increase mobile conversions by as much as 70 percent. Context is the fuel that drives engaging mobile experiences. Over one third of mobile users in the United States engage with rich, contextual mobile experiences powered by Moovweb. Leading brands such as Nordstrom, AIG, Kaiser, Panasonic, McKesson, Fairmont, Campbell’s and many more use Moovweb to boost their mobile conversions by delivering personal experiences in a fraction of the time and effort compared to alternative solutions. For more, information visit us at: moovweb.com.