- Record-setting Cyber Monday sales propelled mobile to its first $US2 billion day, according to Adobe Analytics.
- Mobile is now the de facto platform for shoppers.
- Retailers who haven’t yet embraced mobile are about to be left behind.
Mobile is here, and it demands to be taken seriously.
The platform has grown steadily in importance throughout the years, but the speed of shoppers taking to their phones this year to shop Thanksgiving weekend sales was unprecedented.
Cyber Monday was officially mobile’s first $US2 billion day ever, raking in a substantial portion of the nearly $US6.6 billion spent online.
Smartphones were especially important, accounting for 37.6% of retail visits and about 21% of revenue for the holiday. Conversation rates also increased 10% on phones when compared to last year.
“Smartphones have become the de facto device for mobile shopping, while tablets continue to be more used as entertainment and gaming devices,” Taylor Schreiner, head of Adobe Digital Insights, said in an emailed statement. “Consumers take smartphones everywhere including work and have a broad range of screen size options that make mobile shopping convenient and easy.”
The ease of mobile shopping has also greatly increased, with shopping experiences refined through apps and integration with mobile-wallet services such as Apple Pay.
This also led to a mobile-shopping increase on both Thanksgiving and Black Friday.
A dramatic increase of shoppers using mobile devices for the most important shopping days of the year represents a reckoning for retailers. Those that don’t have an optimised, streamlined, easy-to-use mobile app with mobile-wallet integration are going to be left behind and ignored.
This isn’t just for the large retailers that can afford to invest heavily in new technology. It goes for the smaller retailers too. In fact, Adobe Analytics found that with smaller retailers, measured by those with revenue under $US10 million annually, shoppers had a 30% higher chance of clicking the buy button on smartphones than with large retailers.
That represents a huge opportunity for smaller retailers to grab market share from their larger peers. The customer is clearly saying what they want, and it’s time to listen.
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