Mobile accounts for 52% of online traffic Thanksgiving Day

Mobile outpaced traditional desktop shopping for the first time ever on Thanksgiving Day, according to IBM's Digital Analytics Benchmark. Smartphones and tablets accounted for 52.1 percent of all online traffic, tipping the scales during a busy online day, when online sales were up 14.3 percent from last year.

The momentum carried over to Black Friday, which also saw a surge in mobile and online shopping. Mobile reached 49.6 percent of online traffic that day, up 25 percent from 2013. Overall, Black Friday online sales were up 9.5 percent, with mobile accounting for 27.8 percent of the total online sales—a 28.2 percent jump from last year.

Sales via smartphones set a record, according to Adobe's Thanksgiving alert with $254 million in sales via mobile devices by early Friday morning.

"Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet," said Jay Henderson, director, IBM Smarter Commerce. "We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged."

A must for browsing while in-store, smartphones drove 34.7 percent of all Black Friday online traffic, and tablets drove 14.6 percent. Tablets drove 16 percent of online sales, compared to 11.8 percent for smartphones. And tablets won on biggest bill, as users averaged $126.50 per order and smartphone users averaged $107.55 per order.

According to research by Artisan Mobile, 91 percent of consumers intend to make a purchase through a mobile or tablet app this holiday season.

Thanksgiving Day online sales increased 14.3 percent and Black Friday was up 9.5 percent. Black Friday online sales were 63.5 percent higher than Thanksgiving Day, a decrease from 2013 when when it was 70 percent higher, proving that Thanksgiving is eating into Black Friday shopping.

Cyber Monday sales are forecasted to be even higher, around $2.6 billion, an increase of 15 percent from 2013. And the biggest jump in sales from last year will be on Black Friday, up 28 percent to $2.48 billion.


For more:
-See this IBM press release

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