2014 MOBILE HOLIDAY TRENDS Branding Brand Mobile Commerce Index

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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%

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 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

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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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