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Over one-third of all Black Friday online revenue came from shoppers on mobile devices.
The largest mobile commerce platform provider for retail in the U.S., Branding Brand, has released the results of its Mobile Commerce Index (MCI) for Black Friday, which reported significant increases in smartphone and tablet shopping. Just over one-third of all Black Friday online revenue came from shoppers on mobile devices, up 48 percent over last year. Ninety percent of these consumers were on Apple devices.
According to Branding Brand’s sample of 35 North American retailers running on its commerce platform, mobile devices (smartphone and tablets combined) produced a total of 2,196,611 visits, 47,762 orders, and $5,537,044 in revenue on Black Friday. In addition, mobile devices generated:*
- 57% of all online visits (79% iOS; 19% Android; 2% Other**)
- 40% smartphones
- 17% tablets
- 35% of all online orders (84% iOS; 15% Android; 1% Other)
- 18% smartphones
- 17% tablets
- 34% of all online revenue (90% iOS; 9% Android; 1% Other)
- 16% smartphones
- 18% tablets
Compared to 2013, Branding Brand’s Mobile Commerce Index showed the following year-over-year increases for the same 35 retailers:
- Mobile market share of all online visits increased 24%
- Mobile market share of all online orders increased 30%
- Mobile market share of all online revenue increased 48%
Mobile shopping visits peaked at 10 a.m. EST, while mobile revenue surged at 11 a.m. EST. Louisiana, West Virginia, Indiana, Iowa, and South Dakota were the highest-converting states in the United States.
*The above numbers do not include data from Branding Brand apps. **Other includes Windows, BlackBerry, and other operating systems.
