We had some great insights into mobile shopping this holiday season.
To share those insights and take a deeper look at mobile’s role in holiday shopping, Justin Megahan, Layer0 Product Marketing Manager, and Alan Tu, Mobile Analytics Strategist, sat down for our recent 2014 Mobile Holiday Shopping Report webinar.
As they began the webinar, they considered the important question: why does mobile matter and why do retailers need to offer mobile optimized experiences?
This holiday season, the increasingly significant impact of mobile became very apparent as mobile sessions surpassed desktop for the first time. And while brick-and-mortar sales underwhelmed, online shopping grew, with mobile shopping seeing the most growth.
And not only are more online shoppers turning to their mobile devices to make holiday purchases, mobile shoppers are also demanding mobile-friendly experiences. 57% of mobile users, for example, have turned to a competitor’s site after a bad mobile experience, according to Google.
The importance of mobile for the many leading retailers using Layer0 prompted us to launch our 2014 Mobile Holiday Shopping Report. We selected 12 retailers on the Layer0 platform and analyzed over 3 million sessions from Thanksgiving through Cyber Monday.
Over the course of this 5-day period, we found that mobile sessions increased 40.4% year-over-year. This spike in sessions, coupled with a strong year-over-year conversion rate increase, led to a 54.1% increase in mobile revenue from 2013.
Thanksgiving, Black Friday and Cyber Monday all saw greater than 50% increases in mobile revenue year-over-year, with the highest year-over-year growth on Thanksgiving - a whopping 89.9%. This was likely fueled by retailers pushing out Black Friday sales early and mobile shoppers finding it convenient to score some holiday deals between servings of turkey and pie.
Overall, however, Cyber Monday was the highest performing day for mobile. Mobile revenue on Cyber Monday, for example, accounted for 37.3% of mobile revenue for the entire Cyber Week.
Delving even deeper into the data, Layer0 looked at Android vs iOS and found that while iOS tops Anroid when it comes to mobile shopping, the operating system based differences become more nuanced as you look closer.