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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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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