An IBM Digital Analytics benchmark shows that Black Friday sales online rose nearly 24%. But what really stood out this year for Jay Henderson, global strategy program director of IBM’s Enterprise Marketing Management Group, was the impact of mobile.
According to a blog post by Henderson, mobile traffic soared to 27.8%, with the number of consumers using a movable device to make a purchase reaching 14.4%.
“It appears customers chose to forgo waiting in long lines and instead brought their smartrphones (sic) to their dining room tables and their tablets to their living room couches,” Henderson wrote.
Henderson’s post also points out that consumers continue to use their mobile phone in the store with the iPhone driving more retail shopping than any other device. Current iPhone traffic is at 10.9% versus 9.2% and 7.5% for iPad and Android respectively.
The iPad continued to drive more retail purchases more often per visit than other mobile devices with conversion rates reaching 4.2%, higher than all other mobile devices, Henderson wrote.