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Black Friday Hits Record mCommerce Numbers

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Black Friday is as synonymous as the biggest shopping period of the year in North America as it is for YouTube videos of frenzied, stampeding consumers at your local Walmart. While the dust has settled for consumers, the tech team at Aequilibrium is busy crunching Friday’s analytics and data for our clients. This year Black Friday had 24% of all sales come from mobile devices – not bad considering that in 2009 sales using mobile devices were only 1%. In fact, this year online sales and traffic from mobile devices increased by 65.2% and 67.8% over 2011, respectively.

As part of IBM’s Smarter Commerce initiative, the IBM Digital Analytics Benchmark pinpointed a series of revealing trends from their 2012 Black Friday Report:

  • Early Shopping a Hit: Despite the majority of “door-crasher” sales kicking off online at 12:01AM Friday night, retailers have started pushing back start dates to garner an advantage over competitors. Savvy shoppers took notice as reflected by a 17.4% increase in online sales on Thanksgiving Day.
  • mCommerce Rides Apple’s Back: Apple’s iPad was the clear winner amongst mobile devices. It dominated all other tablets, claiming 88.3% of all tablet mCommerce traffic in the analysis. The iPad generated more mCommerce traffic than any other tablet or smartphone at a 10% traffic share (closely followed by the iPhone at 8.7% and Android devices at 5.5%). The kicker: 77% of all mobile purchases originated from an iOS device!
  • In Store Retail Shopping & Mobile Devices: Just because consumers decided to brave the crowds and lines doesn’t mean that they aren’t online; in fact, 58% of consumers used their mobile devices to search for or research deals while they were physically present in store.

Not to say that all the numbers were positive. While total sales were up, total online spend per user decreased 4.7% from $190.10 to $181.22, primarily due to competitive pricing between retailers and shopper savvy arbitrage. Social sales (via Facebook, Twitter, LinkedIn and YouTube) decreased 35% from 2011 to 2012 with 0.34% of all online Black Friday sales; down trending, but with ultimately minimal implications across the sheer scope and success of other metrics

Comscore, a leader in digital analytics, reported that Black Friday online sales surged past the $1 billion mark for the first time totalling $1.04 billion, as compared to $816 million just last year (a 26% jump). The top 5 most visited retailer properties were not a surprise, with Amazon, Walmart, Best Buy, Target and Apple (in that order) welcoming 57.3 million Americans to their online properties. Not included in the aforementioned analytics, but equally pertinent to mCommerce, PayPal saw a 2.5-fold increase in global mobile payment volume in contrast to the same time last year, while eBay recorded a 133% increase in mobile transactions.

A boon for consumer spending with both eCommerce and mCommerce retailers. The data is striking and highlights the ever pressing need to not only have a solid shopping presence, but equally as important: an optimized mobile presence.


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