Over the course of a record breaking Thanksgiving weekend for E-Commerce, we saw some interesting mobile trends develop among our client base.
On Thanksgiving Day itself, mobile click volume on Google spiked to 69 percent above the average for the month to date. That spike may be attributed to consumers doing research prior to shopping, given that stores opened as early as Thanksgiving evening.
This data validates a previous post citing Experian’s Bill Tancer, who discussed online traffic during Thanksgiving weekend. Sectors that drove the spike in mobile clicks include consumer electronics and jewelry.
In addition, mobile clicks on Black Friday were 43 percent higher than average for the month, with mobile click volume remaining above average for the rest of the weekend through Cyber Monday.
Beyond our client base, we took a look at data from mShopper. An analysis of mobile shopping data from the five-day Thanksgiving weekend showed a few impressive trends.
First, it’s becoming clear that you can’t ignore mobile shoppers in today’s marketing environment. The percentage of online traffic and sales that came from mobile devices this year was a sharp jump from last year. For example, 25% of online traffic came from mobile on Thanksgiving Day 2012, versus just 15% last year.
Second, mShopper discovered that shoppers display different behaviors when they are using their phones to shop versus when they use their computers. Shoppers use a wide variety of devices, seem to love Apple devices, purchase a different set of products that are geared towards mobile shoppers, and they spend more time on mobile sites that previously thought.