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BizReport : Ecommerce : January 14, 2016


Report shows mobile growth outpaced desktop for 2015 holidays

Retailers aren't complaining about the over $56 billion spent via desktops during the 2015 holiday season, but they may be surprised about another shopping venue: mobile. According to comScore mobile commerce growth outpaced desktop by more than 40%.

by Kristina Knight

According to comScore's data the desktop spend over the holiday season increased 6% YoY, with the biggest increases seen on Green Monday (Dec. 14, 2015 vs. Dec. 15, 2014) and Cyber Monday. The Green Monday increase topped 30% while Cyber Monday showed a 12% increase. But the big story was mobile spending, which increased nearly 50% YoY.

"Despite falling slightly short of our original forecast of 14 percent growth, the 2015 online holiday shopping season was nevertheless very successful with growth rates well into double digits and once again far exceeding that of brick-and-mortar," said comScore chairman emeritus Gian Fulgoni. "Fairly early on it became clear that desktop e-commerce would likely underperform our expectations while mobile commerce was poised to over perform, but for the most part signs continued to point to hitting that 14-percent overall growth estimate. Where the season ultimately fell short was in the last two weeks of the year, and in particular the week before Christmas. We had anticipated heavy desktop spending through Free Shipping Day on December 18th that unfortunately did not materialize, and spending began to soften more than expected by the Wednesday of that week."

comScore's data shows that while the total digital spend for the season hit $69 billion, the mobile portion of the spend came in at about 18%. Nearly $13 billion was spent via mobile devices during the holiday season.

Image via Shutterstock

Tags: comScore, ecommerce, ecommerce trends, m:commerce, mcommerce trends










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