We all knew it was coming eventually and IBM predicted it would happen this year as it indeed did – more Thanksgiving shoppers turned to their mobile devices than their desktops to browse through all of the Thanksgiving deals.
Specifically, from IBM Digital Analytics Benchmark we saw 52.1 percent of traffic on Thanksgiving coming from mobile devices, a 22 percent jump from last year. Even more incredibly, if you go back to 2010 only 6.5 percent of traffic came from mobile. That is an eight-fold increase in traffic over only four years.
With regard to sales, mobile devices accounted for 32.3 percent, which percentage-wise was an even greater year-over-year increase at 25.4 percent than the observed increase in mobile traffic.
But we can parse the Thanksgiving data further to reveal even more mobile trends. If you would like to explore the data yourself and see real-time reporting on Cyber Monday today, I invite you to try our new IBM ExperienceOne Benchmark Live application available on the IBM Digital Analytics Benchmark Hub.
First, when we compare smartphones versus tablets we see that, similar to last year, Thanksgiving shoppers browsed more on mobile yet shopped more on tablets.
Specifically, smartphones drove 36.35 percent of total online traffic, more than double that of tablets, which accounted for 15.42 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 17.86 percent of online sales, compared to smartphones, which accounted for 14.38 percent of total online sales, a difference of 24.2 percent.
It is important to note that while the overall trend of smartphones versus tablets holds true from last year, smartphone users are becoming much more comfortable at holiday shopping on their small screens.
Smartphone traffic increased 37% and sales skyrocketed 60% compared to last year. In contrast, percentage of tablet traffic remained fairly consistent and sales increased only eight percent year-over-year.
The second trend we saw is that Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics of average order value, and percentage of site traffic and sales.
When we compare this data to last year even though the trend stays true with Apple outperforming Android, Android did see higher percentage increases as it plays catch-up. As an example, for percentage of sales, Android accounted for 4.6 percent last year, a whopping 49.8 percent increase to this year’s 6.89 percent. In comparison, Apple saw 21 percent last year, thus a smaller 19.8 percentage increase to this year’s 25.2 percent.
Even though the Thanksgiving dinner table has long been cleared, mobile stayed at the head of the table during Black Friday and will continue to do so throughout Cyber Monday today.
So here are my four tips on leveraging this mobile interaction throughout the upcoming holiday season:
- Customer behaviors and expectations are rapidly evolving, so businesses must track and understand these changes in order to deliver a superior mobile customer experience. Read Meeting the Expectations of the Mobile Customer to learn more.
- Your customers are on the go, engage them in real-time, where they are. Read this recent Aberdeen report to learn how to deliver targeted push notifications to customers’ mobile devices throughout the holiday season to maintain a relationship with them.
- Many companies struggle with delivering a seamless mobile browse-to-buy experience, while lacking the integrations to capture behaviors and optimize interactions across email, SMS and mobile apps. Read these 10 tips to learn how you can enhance your customers’ mobile experience, expand your email program via mobile and drive more revenue across channels.
- According to a recent survey, many e-commerce professionals still don’t understand why their customers are unhappy with the mobile experience. Read results from a recent Econsultancy survey to gain insight into how companies are developing mobile strategies, to see why businesses are expanding their m-commerce teams, and to discover the most common issues customers encounter when interacting via mobile devices.
Be sure to visit our new IBM ExperienceOne Benchmark Live application available in the IBM Digital Analytics Benchmark Hub to see live data on Cyber Monday mobile usage and trends.
You can also check back afterward for our full reporting on the holiday shopping season.