The Mobile Channel is Cyber Week Winner
Mobile was the channel of choice for holiday shoppers according to a recent report from Monetate, which analyzed e-commerce activity data from the recent Cyber Week - the Saturday after Thanksgiving (Nov. 25) until Friday, Dec. 1.
Monetate is reporting a 14 percent increase in conversion rates and 21 percent increase in page views compared to 2016.
Other highlights from the report include:
+ Average order values across all channels increase 5.3 percent compared to data from 2016. Average order values for desktop, however, were the highest of any channel throughout the week and experienced a 9.1 percent increase over the prior year.
+ Bounce rates for mobile phones decreased 4.5 percent compared to 2016, while bounce rates for desktops increased 4.5 percent.
+ Apple users outspent those purchasing on Android devices, spending $105.44 and $85.70 respectively. Interestingly, Android conversion rates were up 9 percent compared to only 4.4 percent on iOS.
“It’s great to see Cyber Week driving higher conversion rates and AOVs for retailers. It’s clear that mobile, in particular, is delivering for retailers this Cyber Week, performing better in every aspect of ecommerce, from an increase in conversion rates to a decrease in cart abandonment, when compared to last year,” said Lucinda Duncalfe, CEO, Monetate.
“To make the most of the rest of the rest of the holiday season, which is off to a strong start, retailers should continue embracing mobile tactics that make it easier for consumers to shop – and purchase – on their small screens.”