Mobile Commerce

Mobile’s Momentous $514M Cyber Monday Impact

It appears Cyber Monday’s hype was justified.

According to data from HookLogic, traffic increased six times and conversions increased nine times when compared with a daily average for major retailers like Walmart, Target, Best Buy and Macy’s. Cyber Monday also saw a surge of shoppers turning toward mobile.

Mobile shopping brought in 46 percent of shopping versus 54 percent that came from desktop, according to HookLogic’s data. The highest point for the “mobile moment,” its research shows, was at 7 a.m. ET on Thanksgiving Day, which saw a 71 percent share of mobile shoppers (compared to desktop).

HookLogic’s retail data reported that the average number of units in eCommerce carts for this holiday week were biggest on Black Friday (4.2 units), and the average purchase amount was $137. Cyber Monday hit an average of 3.1 units per shopping cart, averaging $134 in value.

One retailer who boasted about its mobile momentum on Cyber Monday was Walmart.

“Mobile firmly established itself as the dominant shopping trend, for both traffic and sales. Mobile is making up more than 70 percent of traffic to Walmart.com, and now, nearly half of our orders since Thanksgiving have been placed on a mobile device – that’s double compared to last year. Our customers went from previously mostly searching and browsing on mobile, to making purchases at a much higher rate,” Fernando Madeira, President and CEO of Walmart.com, wrote in a company statement.

Despite glitches on its site from massive amounts of traffic, Cyber Monday appears to have been a success for the big-box retailer.

Target also saw a strong day, according to a Target spokeswoman who told Reuters that its volume was twice as high as the company’s busiest day to date.

Data from Adobe backed that claim, as its results showed that Cyber Monday sales were expected to hit $2.98 billion in sales. The actual figures ended up being $3.07 billion. While that’s an impressive figure, it pales in comparison to Alibaba’s record-setting $14.3 billion in single-day sales for its 11.11 Global Shopping Festival (Singles’ Day).

The tentative 2015 Cyber Monday figures were 12 percent higher than those recorded in 2014. The total Thanksgiving weekend was anticipated to hit $11 billion in online sales, according to Adobe’s data. That’s a 15 percent YOY increase. Online retailers saw the strongest growth, with an 18 percent increase from the year prior.

Adobe’s data projects that December’s first 18 days should total $1 billion in sales each. That’s likely given a boost from Cyber Monday that saw more than 125 million visits across 4,500 retail websites. Mobile accounted for 49 percent of shopping visits, according to Adobe’s data (38 percent smartphones, 11 percent tablets), which made up of 28 percent of online sales (17 percent smartphones, 11 percent tablets). Mobile accounted for 26 percent of sales ($799 million). Which shows that consumers are browsing on mobile, but then may be heading online, or even in store to buy.

Of the total from the day, $514 million in sales were attributed to mobile, including $313 million from smartphones. Those figures broken down by phone type include: $205 million on iPhones and $107 million on Android. On tablet, it was $201 million, with $170 million from iPad and $28 million from Android.

“Cyber Monday has pushed online spending to a new high, and is on track to hit a record $3 billion in sales, in line with our forecast,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Online traffic was so astronomical that several retailers experienced temporary outages and slow checkouts, but that didn’t stall consumer spending. Dallas-Fort Worth, Chicago and Los Angeles were the largest metropolitan areas with the highest online sales growth between Thanksgiving and Sunday.”

Apple’s Dominating 360 Percent Holiday M-Commerce Command

On the mobile commerce side, Android and iOS mobile commerce purchases were up significantly this year. Apple still dominates in terms of mobile shoppers, but even Android saw a 19.5 percent increase in mobile shopping orders on the Thanksgiving holiday weekend.

New data, which takes into account more than 200 Web-based retailers (and more than 500 million shoppers), shows that Apple’s iOS accounted for 77.6 percent of all orders placed via mobile. Android accounted for about 21.5 percent of online orders. But it’s obvious that Apple should have a larger spending share simply because it has more of the smartphone market share in the U.S.

The data released this week showed that Android posted 360 percent more orders online than Android. And according to data from Custora, iOS devices accounted for 80 percent of online purchases made via mobile. Adobe’s data shows that iPhone users spent $368 million, while Android users spent $180 million.

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