Home >Mobile >Mobile Retail Trends - Holiday 2014

Mobile Retail Trends - Holiday 2014

Date post:14-Jul-2015
Category:
View:185 times
Download:2 times
Share this document with a friend
Transcript:
  • 2014 MOBILE HOLIDAY TRENDS Branding Brand Mobile Commerce Index

    brandingbrand.com

  • brandingbrand.com

    TABLE OF CONTENTS

    10

    12

    11

    13

    14

    WEEKEND IN REVIEW

    BLACK FRIDAY

    THANKSGIVING WEEKEND

    THANKSGIVING DAY

    CYBER MONDAY

    HIGHEST-CONVERTING STATES

    04

    06

    05

    07

    08

    15

    MOBILE HOLIDAY PERFORMANCE

    MOBILE TRENDS

    HOLIDAY OVERVIEW

    E-COMMERCE BREAKDOWN

    MOBILE TRAFFIC SOURCES

    iOS PERFORMANCE

    HOLIDAY HIGHLIGHTS

    2

  • brandingbrand.com

    3

    HOLIDAY OVERVIEWNOVEMBER 27 - DECEMBER 25, 2014

    3

  • brandingbrand.com

    MOBILE HOLIDAY PERFORMANCE

    VISITS REVENUE

    YEAR-OVER-YEAR MOBILE INCREASES

    ORDERS

    Smartphone Tablet

    4

    137,731,334VISITS

    2,961,998ORDERS

    $193,239,817REVENUE$,U

    Data Used74 YOY Mobile Sites Powered by Branding Brands Platform

    November 27 - December 25, 2014

    Data Used142 Mobile Sites Powered by Branding Brands Platform

    November 27 - December 25, 2014

    51%

    23%

    58%

    29%

    43% 41%

  • 5brandingbrand.com

    E-COMMERCE BREAKDOWN

    Data Used70 Mobile Sites Powered by Branding Brands 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.

  • 6brandingbrand.com

    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 Brands PlatformNovember 27 - December 25, 2014

    Smartphone Tablet

    Data Used142 Mobile Sites Powered by Branding Brands PlatformNovember 27 - December 25, 2014

  • 7brandingbrand.com

    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%

    Email

    35%

    Search

    14%

    Referral

    41%

    Direct

    2014

    13%

    Email

    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 Brands Platform

    November 27 - December 25, 2014

  • 8brandingbrand.com

    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 Brands 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

  • brandingbrand.com

    9

    THANKSGIVING WEEKENDNOVEMBER 27 - DECEMBER 1, 2014

    9

  • brandingbrand.com

    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 Brands Platform

    November 27 - December 1, 2014

    Visits

    4,967 per minute

    Revenue

    $10,101per minute

  • 11

    brandingbrand.com

    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 Brands 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

    12

    Data Used108 Mobile Sites Powered by Branding Brands Platform

    November 28, 2014

  • 13

    brandingbrand.com

    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 Brands Platform

    December 1, 2014

    Visits

    9:00 P.M.EST

    Revenue

    10:00 P.M.EST

  • brandingbrand.com

    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 Brands 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

    brandingbrand.com

    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 Brands platform powers the mobile websites and apps of over 200 major retailers around the world.

    15

Popular Tags:

Click here to load reader

Embed Size (px)
Recommended