Mobile transactions and traffic rose 22% in 2018 compared to 2017 according to a study by digital experience platform Mobify which tracked mobile shopping across the Black Friday and Cyber Monday shopping events.
The findings suggest that consumers are now choosing more convenient options to shop, however, they are also more aware of what they want to purchase as a decrease in product detail pages shows.
Meanwhile, online shopping cart landing pages rose 3%.
“Last year, we saw mobile revenue jump, particularly for retail leaders, while two years ago we were looking at holiday mobile shoppers turning to their phones primarily on weekends,” said Mobify CEO Igor Faletski. “Now we have a prolonged digital holiday shopping week dominated by mobile with consumers who are savvy, engaged and ready to be sold to. This puts a lot of pressure on retailers to keep up with expectations across mobile, as well as across all screens and channels.”
The revenue share of mobile rose 28% over the Thanksgiving weekend and mobile session duration was also 18 seconds longer than other November shopping days.
“Shoppers are clearly interested in extending holiday shopping via mobile,” adds Faletski, “Promotions like flash sales throughout the week and ensuring that products are in stock after the holiday rush are essential. Retailers have to be ready to deliver not just a good, short-term mobile commerce experience, but a great one that is sustainable and at the center of their customers’ purchasing preferences.”
The percentage of Cart landing pages spiked on Cyber Tuesday as customers chose to return to their carts after extending sales.