Beacon detections up 370% on Black Friday

Shopper with smartphone
Mobile and beacons hit another all-time high on Black Friday.

Beacon detections were up 370% on Black Friday 2016 versus the same shopping day in 2015, according to beacon platform inMarket. With a comScore-verified influence of $14.5 billion in consumer spending in physical stores during Black Friday weekend, mobile and beacons specifically hit another all-time high.

InMarket attributes the spike in beacon detections to an increase in consumer adoption and retailer rollouts of beacon platforms. As beacons require apps to listen and respond to complete the circuit, as of the last quarter of 2016, inMarket reaches more than one out of every four smartphone owners in the U.S. via apps.

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The spike in beacon usage comes as no surprise, as mobile shopping had its best Thanksgiving weekend in history. For the first time in history, mobile sales on Black Friday eclipsed those made via the same channel on Cyber Monday—the original digital shopping holiday.

According to Branding Brand's analyzation of 30 million online visits to its platform over the span of November 24 through 28, retailers received more traffic from smartphones than desktop computers on all days except Cyber Monday. In total, overall mobile revenue grew by 30% over the weekend.

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"Mobile beat desktop in revenue for several of our clients on all or most days of the Cyber Five," said Chris Mason, CEO and co-founder of Branding Brand. "Over the holiday weekend, our standout retailers in mobile revenue actively marketed to their younger demographic on their phones or ran effective conversational commerce campaigns to stay top-of-mind with their customers."