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BizReport : Mobile Marketing : November 30, 2016

New mobile milestone reached on Black Friday

New data from Adobe Marketing Cloud reveals that Black Friday 2016 has seen mobile revenue reach new heights.

by Helen Leggatt

Black Friday was mobile's biggest day ever, according to Adobe's data analysis of sales tracking on the big sales day. It is the first day in the history of mobile that revenue reached over $1 billion, reach $1.2 billion, a 33% growth YoY.

Overall, Adobe estimates that mobile accounted for a fifth of all online sales, which were around $5.3 billion. Smartphones drove more sales than tablets, although not by a huge margin.

Adobe's analysis also revealed that overall conversion rates were significantly higher on Black Friday than on any other day of the holiday season so far. Mobile conversion rates doubled from 1.3% to 2.4% while desktop and tables saw similar increases in conversion.

According to Ray Pun, head of product marketing for mobile at Adobe Marketing Cloud, there are two key takeaways from this new data. Firstly, that it is a "further indication of how dominant mobile has become as a means for consumers to interact with the world around them". Secondly, Pun notes the gap in conversion rates between visits (55%) and actual purchases (36%).

"What this means," says Pun, "is that despite retailers acquiring a sizable mobile audience, shoppers are hitting stumbling blocks. And retailers are not investing quickly enough to offset some of the contraction we see in desktop and tablet commerce."

Tags: Black Friday, mcommerce holiday spending, mobile, research, revenue

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