The Black Friday sales showed a substantial increase in consumers shopping on smartphones as mobile sales increased 128 percent compared to the previous year. Announcing the results of its Mobile Commerce Index for Black Friday, Branding Brand, a mobile commerce platform said compared to 2011, visits increased 101 percent, page views increased 99 percent, average order value decreased 7.46 percent, and mobile sales increased 128 percent for the 26 mobile sites and apps tracked during both periods.
"While most industry reports capture overall mobile usage, a true chasm of analytical performance data exists between how people use mobilized and non-mobilized websites. Lumping both formats together in the same report skews usage data, since engagement is much higher on mobilized sites when there's no need constantly pinch and zoom," said Chris Mason, co-founder and CEO of Branding Brand. "We are finding that, if you build a mobile site, the mobile dollars are coming much faster.
There were 3,513,367 visitors (63 percent iOS, 32 percent Android); 20,708,053 page views (62 percent iOS, 33 percent Android); 50,905 orders (69 percent iOS, 29 percent Android); $78.92 average order value ($80.37 iOS, $75.43 Android) and 20.44 percent of total e-commerce traffic came from smartphones.
The Branding Brand Mobile Commerce Index is a compilation of 66 mobile sites developed by Branding Brand for retailers across a variety of industries including apparel, health and beauty, and home goods.
