Mobile Commerce Shows Increase on USA's Black Friday
Branding Brand, a mobile commerce platform used by major USA retailers says that it saw substantial increases in consumers shopping on smartphones during the annual "Black Friday" shopping spree.
The Index is a compilation of 66 mobile sites developed by Branding Brand for retailers across a variety of industries including apparel, health and beauty, and home goods.
The Index had the following Black Friday results:
- 3,513,367 visitors (63% iOS; 32% Android)
- 20,708,053 page views (62% iOS; 33% Android)
- 50,905 orders (69% iOS; 29% Android)
- $78.92 average order value ($80.37 iOS; $75.43 Android)
- 20.44% of total e-commerce traffic came from smartphones
Compared to 2011, the Index showed the following year-over-year gains for the 26 mobile sites and apps tracked during both periods:
- Visits increased 101%
- Page views increased 99%
- Average order value decreased 7.46%
- Mobile sales increased 128%
"While most industry reports capture overall mobile usage, a true chasm of analytical performance data exists between how people use mobilized and non-mobilized websites. Lumping both formats together in the same report skews usage data, since engagement is much higher on mobilized sites when there's no need constantly pinch and zoom," said Chris Mason, co-founder and CEO of Branding Brand. "We are finding that, if you build a mobile site, the mobile dollars are coming much faster."