Published on: 9th Dec 2014
This Black Friday marked a tipping point in which many retailers for the first time saw more traffic from customers on mobile devices than on laptop or desktop computers. As sales in brick and mortar stores slumped, online traffic and revenue grew, with the growth of mobile eclipsing that of desktop.
Moovweb’s 2014 Mobile Holiday Shopping Report tracks the year-over-year growth in mobile through the analysis of a dozen retail market leaders on the platform. The latest updates to the report show Black Friday mobile revenue grew 69.1% year-over-year.
This growth was fueled by a spike in sessions of 45.6%, a 21.7% rise in mobile conversion rates and a 4.0% increase in Average Order Value.
“As more and more shoppers are turning to their phones and tablets, retailers are placing an increasing emphasis on mobile,” stated Laurent Meynier, Head of Marketing at Moovweb. “And retailers that got in the mobile game early and have been iterating to optimize their mobile experiences have seen significant gains in mobile, as we saw in our report.”
Last year, Moovweb found that Cyber Monday had a significant increase in mobile revenue over Black Friday. This year Cyber Monday once again outperformed Black Friday. Mobile sessions were 1.2 times higher than on Black Friday. And while Average Order Value was down year-over-year, in line with the general trend for online shopping this holiday season, mobile conversion rates increased by 16.5% and mobile revenue spiked 56.6%.
“As with last year, Cyber Monday showed higher sessions and conversion rates than Black Friday. This resulted in revenue that was 1.7 times Black Friday’s. And this general trend of a stronger Cyber Monday held true across a number segments of the retail industry including apparel, gifting, home & garden and health,” noted Mr. Meynier.
“We’re excited to see both the growing importance of mobile for holiday shopping and the increased returns from mobile experienced by the market leaders on our platform. And we’re looking forward to seeing the continued evolution of online shopping next year.”