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that tailor their promotions and customer
communications accordingly stand
the best chance for marketing victory.
Fortunately, data and analysis from prior
holiday rushes can be used to gain a
better understanding of what is likely to
work during the upcoming weeks.
Coming as little surprise, mobile
matters more and more every year.
According to Custora’s E-commerce
Pulse of the 2015 holiday season,
nearly a third (30.4 percent) of online
purchases during holiday 2015 were
made on mobile devices (smartphone
and tablet), up from about a quarter
or less during the prior 12 months,
including the fourth quarter of 2014.
On Black Friday alone, which Custora
re-dubs as “Mobile Friday,” mobile
devices accounted for 36.1 percent
of online sales, up from 30 percent
in 2014. Analysis by IBM’s Watson of
millions of online sessions and trans-
actions on Black Friday likewise found
mobile accounting for 36.2 percent of
Black Friday online sales, an increase
of nearly 30 percent over Watson’s
findings the prior year.
And it’s not just purchasing. Accord-
ing to Watson, Black Friday mobile traf-
fic exceeded desktop traffic, accounting
for 57.2 percent of all online traffic, an
increase of 15.2 percent over 2014.
Smartphones alone accounted for
44.7 percent of all online traffic, three
and a half times that of tablets at 12.5
percent. Smartphone also surpassed
tablets in sales, driving 20.6 percent of
online sales (up nearly 75 percent over
2014) versus tablets at 15.5 percent.
The trend toward mobile shopping
was even more pronounced – albeit at
a significantly less dollar volume – on
Thanksgiving Day, when orders on
phones and tablets constituted about
40 percent of all e-commerce transac-
tions. That might seem intuitive, since
would-be shoppers might be reluctant
to leave a house full of family members
or hole up in the home office to shop,
yet they have ample time to thumb
through their phones while on the
couch watching T-Day football or re-
covering from a tryptophan overdose.
Of course, retailers that have yet to
invest in advanced mobile capabilities
or mobile payment options are unlikely
to deploy these m-commerce options
by late November. But no worries, as
Black Friday Performance by Device
Source: IBM Watson
Percent Share of E-commerce
Orders by Channel
Shoe
Shoe
Mobile’s Percent of Black Fridays Online Sales
and Traffic
Source: IBM Watson
70%
60%
50%
40%
30%
20%
10%
0%
% of Traffic
% of Sales
Conversion
Rate
Bounce
Rate
Average Page
Views
Average Order
Value
3.2% 5.6%
9.8%
14.3%
24.0%
39.7%
49.6%
36.2%
21.8%
2010
2011
2012
2013
2014
2015
Mobile % of Sales
Mobile % of Traffic
20.6%
15.5%
63.8%
2.4%
5.2%
6.3%
34.4%
30.5%
28.2%
7.5
8.6
10.3
$111.66
$136.42
$134.06
12.5%
44.7%
42.7%
Smartphone
Tablet
Desktop
21.5
17.7
20
12.2
1.8
1.2
19.4
6.3
WSER
Pearl
Izumi
Salomon
Montrail
Altra
5.7%
8.8%
9.3%
16.5%
16.3%
27.9%
57.2%
GG1000-1A3
Specialized gear for relentlessly challenging extreme limits
Mud Resistant Structure/Compass & Thermometer
©2016 CASIO AMERICA, INC.
C
M
Y
CM
MY
CY
CMY
K
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Fall
2016
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Inside
Outdoor
31