Post on 14-Jul-2015
transcript
2014 MOBILE HOLIDAY TRENDS Branding Brand Mobile Commerce Index
brandingbrand.com
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TABLE OF CONTENTS
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WEEKEND IN REVIEW
BLACK FRIDAY
THANKSGIVING WEEKEND
THANKSGIVING DAY
CYBER MONDAY
HIGHEST-CONVERTING STATES
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06
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MOBILE HOLIDAY PERFORMANCE
MOBILE TRENDS
HOLIDAY OVERVIEW
E-COMMERCE BREAKDOWN
MOBILE TRAFFIC SOURCES
iOS PERFORMANCE
HOLIDAY HIGHLIGHTS
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HOLIDAY OVERVIEWNOVEMBER 27 - DECEMBER 25, 2014
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MOBILE HOLIDAY PERFORMANCE
VISITS REVENUE
YEAR-OVER-YEAR MOBILE INCREASES
ORDERS
Smartphone Tablet
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137,731,334VISITS
2,961,998ORDERS
$193,239,817REVENUE$,U
Data Used74 YOY Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 25, 2014
Data Used142 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 25, 2014
51%
23%
58%
29%
43% 41%
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E-COMMERCE BREAKDOWN
Data Used70 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 25, 2014
36%Smartphone
16%Tablet
52%
Mobile
48%
Desktop
15%Smartphone
16%Tablet
31%
Mobile
69%
Desktop
VISITS
U
REVENUE
$
Mobile devices produced the majority of online traffic throughout the holiday season and accounted for nearly one-third of all e-commerce revenue. Smartphones alone contributed 36 percent of all e-commerce visits.
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AVERAGE ORDER VALUE
CONVERSION
AVERAGE MOBILE AOV: $65.24
On Thanksgiving, AOV peaked. Smartphones reached $74.94, and tablets hit $96.56.
AVERAGE MOBILE CONVERSION: 2.15%
Mobile conversion spiked on Cyber Monday. Tablets converted at 7.32%, while smartphones converted at 3.42%.
$100
$80
$60
$40
$20
$011.27 12.04 12.11 12.18 12.25
8.00%
6.00%
4.00%
2.00%
0.00%11.27 12.04 12.11 12.18 12.25
Smartphone Tablet
Data Used142 Mobile Sites Powered by Branding Brand’s PlatformNovember 27 - December 25, 2014
Smartphone Tablet
Data Used142 Mobile Sites Powered by Branding Brand’s PlatformNovember 27 - December 25, 2014
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MOBILE TRAFFIC SOURCES
Mobile traffic generated from email increased 30 percent, the largest year-over-year source of all sources.
Direct traffic decreased by 27 percent and was replaced by search as the largest source of traffic.
2013
10%
35%
Search
14%
Referral
41%
Direct
2014
13%
41%
Search
16%
Referral
30%
Direct
YEAR-OVER-YEAR PERFORMANCE
Data Used69 Mobile Sites
UNDERSTANDING THE TERMS
DirectTyping in the exact URL
SearchUtilizing a search engine (organic and paid)
ReferralNavigating from another site or advertisement
EmailLanding on a page from a marketing email
Data Used108 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 25, 2014
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iOS PERFORMANCE 8
4%iOS 6
34%iOS 7
iOS 862%
4%iOS 6
33%iOS 7
iOS 863%
$REVENUE
UVISITS
Data Used142 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 25, 2014
iOS 8 accounted for almost two-thirds of all iOS visits and revenue. iOS devices were responsible for 60 percent of all mobile visits as well as 63 percent of all mobile revenue.
TOTAL iOS VISITS
73,203,735TOTAL iOS REVENUE
$90,365,918
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THANKSGIVING WEEKENDNOVEMBER 27 - DECEMBER 1, 2014
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10WEEKEND IN REVIEW
THANKSGIVING DAY BLACK FRIDAY SATURDAY SUNDAY CYBER MONDAY
VISITS 6,822,044 8,633,877 5,965,675 6,274,085 8,065,302
ORDERS 161,511 241,902 128,910 146,628 311,738
REVENUE $12,849,314 $18,133,740 $8,226,802 $9,908,707 $23,605,822
Although Black Friday topped the charts for the largest amount of mobile visits, smartphone and tablet trends show that Cyber Monday was the clear mobile winner for orders and revenue on the biggest shopping weekend of the year.
This weekend was responsible for over a quarter of the 2014 holiday visits and over one-third of holiday orders and revenue.
5-D
AY
AV
ER
AG
E
Data Used142 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 1, 2014
Visits
4,967 per minute
Revenue
$10,101per minute
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THANKSGIVING DAY
Thanksgiving Day claimed the highest average order value for both smartphone and tablet devices during the largest shopping weekend. Mobile shoppers added more items per order on Thanksgiving than the rest of the weekend.
Most expensive items purchased on this day included:
• $7,500 78.6” HD TV
• $3,000 Commercial Car Lift
• $2,200 Treadmill
AVERAGE ORDER VALUE PER VISIT VALUE
PE
AK
HO
UR
COMPARING MOBILE PERFORMANCE
CONVERSION
4.37%$96.56
$4.22
2.11%
$74.71
$1.57
Smartphone Tablet
Visits
9:00 P.M.EST
Revenue
10:00 P.M. EST
Data Used108 Mobile Sites Powered by Branding Brand’s Platform
November 27, 2014
brandingbrand.com
BLACK FRIDAY
Black Friday was responsible for the second-highest mobile conversion and per visit value throughout the Thanksgiving weekend. Unlike Thanksgiving Day and Cyber Monday, visits and revenue peaked earlier in the day.
Most expensive items purchased on this day included:
• $5,300 Stainless Steel Watch
• $4,300 Riding Lawn Mower
• $2,600 Table Saw
AVERAGE ORDER VALUE PER VISIT VALUE
COMPARING MOBILE PERFORMANCE
CONVERSION
5.06%$92.51 $4.68
2.53%
$70.59
$1.79
Smartphone Tablet
PE
AK
HO
UR
Visits
10:00 A.M.EST
Revenue
11:00 A.M.EST
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Data Used108 Mobile Sites Powered by Branding Brand’s Platform
November 28, 2014
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CYBER MONDAY
Conversion and per visit value skyrocketed on Cyber Monday for both smartphones and tablets. Shoppers on mobile devices viewed eight pages on average — more than any other day of the weekend.
Most expensive items purchased on this day included:
• $3,800 7-Piece Dining Furniture Set
• $2,800 Log Splitter
• $2,700 Stainless Steel Fire Pit
AVERAGE ORDER VALUE PER VISIT VALUE
PE
AK
HO
UR
COMPARING MOBILE PERFORMANCE
CONVERSION
6.45%$98.93
$6.37
3.42%
$71.88
$2.46
Smartphone Tablet
Data Used108 Mobile Sites Powered by Branding Brand’s Platform
December 1, 2014
Visits
9:00 P.M.EST
Revenue
10:00 P.M.EST
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HIGHEST-CONVERTING STATES 14
AVERAGE U.S. CONVERSION: 2.68%
Four states consistently topped the list with the highest mobile conversions on Thanksgiving Day, Black Friday, and Cyber Monday: Louisiana, Indiana, West Virginia, and South Dakota.
Other high-converting states included Ohio, Iowa, and Tennessee.
Louisiana
Indiana
West Virginia
South Dakota
4.32%
4.07%
4.06%
3.94%
AVERAGE CONVERSION
Data Used108 Mobile Sites Powered by Branding Brand’s Platform
November 27 - December 1, 2014
QUICK HOLIDAY FACTS
• Thanksgiving Weekend was responsible for one-third of the 2014 holiday orders and revenue.
• Average order value peaked on Thanksgiving Day for smartphones and tablets.
• Smartphones and tablets generated the most revenue on Cyber Monday with $23.6 million in sales.
• Unlike Thanksgiving and Cyber Monday, Black Friday visits and revenue peaked earlier in the morning.
• Louisiana was the highest-converting state in the U.S. during the Thanksgiving Weekend.
THANKSGIVING WEEKEND
• Smartphones saw the largest year-over-year growth in orders, while tablets saw the largest increase in revenue.
• Mobile accounted for 52 percent of all online visits and 31 percent of all online revenue.
• Mobile conversion skyrocketed on Cyber Monday; tablets converted at 7.32% and smartphones at 3.42%.
• Traffic from email marketing grew dramatically with a 30 percent year-over-year increase.
• iOS 8 accounted for almost two-thirds of all iOS visits and revenue.
HOLIDAY OVERVIEW
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ABOUT THE MOBILE COMMERCE INDEX
The Branding Brand Mobile Commerce Index (MCI) is the largest collection of data on retail websites specifically designed for mobile devices. Each month at blog.brandingbrand.com, the Index identifies commerce and consumer trends across samples of Branding Brand clients in various industries, including apparel, health and beauty, and home goods.
In total, Branding Brand’s platform powers the mobile websites and apps of over 200 major retailers around the world.
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