Data Monday: Mobile Black Friday

by Luke Wroblewski November 27, 2011

As we enter the busiest shopping season of the year, mobile devices are becoming an essential part of the digital commerce experience.

  • Mobile traffic came close to tripling year over year Black Friday 2011 reaching 14.3%. Mobile traffic on Black Friday 2010 was 5.6%. (source)
  • In 2009 less than 1% of online sales came from mobile. (source)
  • This year there was a 371% increase in the number of customers shopping on their mobile devices. (source)
  • Shoppers had a 41.3% bounce rate on mobile devices versus a rate of 33.1% on other computing devices. (source)
  • PayPal saw a 516% increase in mobile payments on Black Friday 2011. (source)
  • Mobile traffic to Usablenet clients was up 60% from the same period last year. iOS devices accounted for 42% of the traffic. (source)
  • The iPhone and the iPad accounted for 10.2 percent of all Black Friday online traffic. (source)
  • Shoppers using the iPad accounted for more actual purchases per visit than shoppers using other mobile devices, with conversion rates reaching 4.6% for the Apple device versus 2.8% for overall mobile devices. (source)

What's Next?

  • 46% of smartphone and tablet owners are planning to make holiday purchases through their mobile devices. (source)
  • More than 60% of mobile buyers will make their mobile purchases from the confines of their homes. (source)