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BizReport : Mobile Marketing : December 03, 2015

Reports: Mobile key to Cyber Week success

From Thanksgiving Day through Cyber Monday mobile was the push behind a large number of online purchases. That's the takeaway from several new reports. First, iovation research indicates that more people used mobile devices to shop during Cyber Week than did during the rest of the 2015 year.

by Kristina Knight

Nearly half (48%) of online retail purchases were made via smartphone or tablet according to iovation, that is a 17% increase over the other months in 2015. Other interesting findings from iovation include:

• Cyber Week transactions increased 43% YoY and more than 100% vs. 2013 numbers
• Just over 1% of online retail transactions were fraudulent, 0.62% of mobile purchases were
• 46% of Black Friday purchases were made via mobile
• 39% of Cyber Monday purchases were made via mobile

"With this fresh data, it's clear that consumer purchases using mobile devices spiked over the weekend, as we predicted," said iovation's Vice President of Product Scott Olson. "Interestingly, as dramatically as mobile usage increased over the weekend, it then decreased on Cyber Monday. This is likely a result of consumers returning to work and their normal shopping habits using a desktop or laptop."

Meanwhile, data from AppBoy indicates mobile users were more fond of app usage this year. For instance, on Thanksgiving app sessions were 45% higher than the prior Thursday and 71% higher YoY. Researchers also indicate Black Friday shopping continues to hit early - even on mobile devices. Black Friday shopping showed a transaction increase of 300% versus the previous Friday.

Finally, Dashlane is taking a deeper look at Cyber Monday and finds shoppers spent 93% more that day than on the average Monday. The top retailers for Cyber Monday were Amazon, Target, CostCo and BestBuy.

Image via Shutterstock

Tags: Appboy, Cyber Week, Dashlane, iovation, M:Commerce trends, mobile commerce, mobile marketing

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