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Move Over DesktopBlack Friday traffic from mobile devices exceeded that of desktop for the first time.
BLACKFRIDAY 2015
21.5% increase in U.S. online
retail sales over 2014
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43%
57%
Online traffic
Up 15% over 2014
Online sales
Up 30% over 2014
64% 36%
Mobile Devices Desktop
Black Friday continued to capture consumer attention as U.S. online retail sales reached new highs and mobile devices
dominated the landscape of online shopping.
Smartphones Gained on TabletsSmartphones are gaining on tablets in both browsing and buying. On Black Friday, smartphones outpaced tablets in percentage sales.
2014 2015 2014 2015
45%
35%
15%12%
12%
15%16%
21%
Average order value
$128
4Items
per order
iOS outpaced AndroidApple device users are more prolific browers and buyers than Android users.
Traffic
Sales
AOV $108 Andoid $126 iOS
17% 40%
8% 28%
Retailers Capture Shopper Attention
8:44Average session length,
up from 6:49 for Jan-Oct 2015
8.8Average page views,
up from 7.2 for Jan-Oct 2015
31.3%Bounce rate
down from 35.8% for Jan-Oct 2015
While consumer attention spans have decreased over time, Black Friday deals continue to capture shopper interest and engagement online.
AOV $112 Smartphones $136 Tablets
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20
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40
50
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Research is based on aggregated and anonymous data from U.S. retail web sites, analyzing millions of online sessions and transactions a day.
Traffic Sales
Top Related