| Mobile devices led Black Friday online retail traffic, but still lagged on sales Jessica Smith | December 04, 2015 Want to receive more free charts from BI Intelligence? Sign up here » Mobile devices expanded their share of all online retail sales and traffic during Black Friday last week, according to IBM's 2015 Black Friday Report. This was a big year for mobile on one of the US' busiest shopping days of the year. For the first time, mobile sales surpassed one-third of all online retail sales during Black Friday and grew past half of all online retail traffic. - Mobile devices are now the de facto go-to for US Black Friday consumers to explore online retail, and accounted for 57% of all Black Friday 2015 online retail traffic.
- Mobile's share of online retail sales is growing, but remains behind mobile's share of online retail traffic. Mobile accounted for ~36% of all online retail sales for Black Friday 2015.
- The gap between mobile traffic and sales narrowed, but just slightly. As consumers have become more accustomed to using mobile devices to research and explore online retail sites, their affinity for buying online via a mobile device has not grown in stride. While the difference between mobile's share of online sales and traffic widened from 7.7 percentage points in 2012 to 21.7 percentage points in 2014, it declined for the first time this year, to 21 percentage points. As consumers grow more comfortable making purchases on mobile devices the gap between mobile's share of traffic and sales will shrink.
Notably, the smartphone category is the only device category that continues to expand its share of both Black Friday online traffic and sales. The gain of the smartphone category in share of all sales and traffic is coming at the cost of tablets and desktops. - Smartphones accounted for one-fifth of all online retail Black Friday sales in 2015, up from just one-tenth last year. Similarly, smartphone's share of traffic gained 10 percentage points from 34.7% in 2014 to 44.7% this year.
- This is the first year that smartphone Black Friday online retail traffic has surpassed that of desktop traffic.
- Tablet sales and traffic share has flatlined. Tablet's share of all Black Friday online sales stayed on par with 2014's 16% in 2014, with a 15.5% share this year. Tablet's share of traffic lost two percentage points, from 14.6% in 2014 to 12.5% in 2015.
- Desktop is seeing sustained decline in share of both all online sales and online traffic on Black Friday. Desktop accounted for 63.8% of all Black Friday sales in 2015, down from 72.1% in 2014. Desktop share of online traffic dropped from 50.1% in 2014 to 42.7% in 2015. Both are all-time-lows for the device category.
Mobile devices are the main driving factor behind the growth of e-commerce as a whole. While online retail sales grew 21.5% over Black Friday 2014, the subcategory of mobile outpaced the growth of overall online retail with a year-over-year growth of ~30%. As mobile trends like mobile payments and mobile wallets continue to gain traction, and mobile transactions become more of a societal norm in developed markets, mobile's share of all online sales overall and on big sales days like Black Friday will continue to increase. Get Daily Industry Insights with the INSIDER Newsletters from BI Intelligence Do you need to stay ahead of the latest trends in digital? Subscribe to the daily INSIDER newsletters covering mobile, digital media, e-commerce, payments and the Internet of Things. Select your INSIDER edition or subscribe to all five.
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