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Newest Numbers: Mobile Holiday Shopping Up 50 percent

15 Jan, 2014 By: Doug McPherson


NEW YORK – The final E-commerce holiday shopping numbers trickling in show mobile as the hands-down winner.

Research from more than 100 U.S. retailers shows mobile use on Black Friday had a 50-percent increase over the monthly average in mobile online purchasing.

About 30 percent of purchases were made on a mobile device, compared to last year’s 20 percent, according to analytics firm Custora.

Other findings include:

  • Overall E-commerce sales grew 12 percent compared to overall retail growth during the holiday season estimated at 3 percent to 4 percent over last year
  • Both smartphones and tablets showed an increase in percentage of sales over last year, with smartphones up 6 percent and tablets up 3 percent
  • Sales via mobile devices are migrating from PCs, with desktop sales down to 71 percent of share from 80 percent a year ago
  • Sales via iOS devices (83 percent) were significantly higher than those made on Android devices (16 percent). However, Android’s share of sales increased 3 percent from last year.
  • Mobile continues its great influence all along the path to purchase, including research, location-based activities, social interactions and, ultimately, transactions.

The study included more than 70 million shoppers and more than $10 billion in transactions.


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