Smartphones Reigned Supreme this Black Friday

By Branding Brand, Special for  USDR

America’s five-day shopping spree continued on Black Friday with smartphone shoppers generating 20% of total online revenue, a 46% year-over-year increase. 69% of smartphone dollars were generated by iPhones, and 31% was produced by Android-enabled brands. Add in tablets, and mobile devices produced one-third of total online revenue this Black  Friday.

Branding Brand Black Friday Infographic

Big Spending on  Mobile
Shoppers spent some serious cash using mobile devices on Black Friday. One willing customer used a smartphone to buy an air compressor for $9,999, and another person bought 14 watches, for a total of $5,149, on a tablet. Ironically, someone bought 16 desktop computers, for a total of $4,639, on a  smartphone.

Mobile Shoppers Browsed and Bought  Early
In each time zone across the U.S., both mobile visits and revenue peaked at 9 a.m. On average, shoppers from West Virginia,Wyoming, South Dakota, Vermont, and Kentucky were the biggest  spenders.

More Purchases on  Mobile
Unlike recent years, when customers researched on mobile and bought in-store or on desktop, more shoppers made their purchases on mobile sites, leading to a 25% increase in conversion from 2014. Smartphones saw a 37% year-over-year increase in conversion, while tablets saw a 17% year-over-year  increase.

Visits on  Mobile
Overall, 61% of total online visits to retailer sites came from mobile devices, an 11% year-over-year increase. Of all total online visits, smartphones generated 49% (64% iPhone; 36% Android), and tablets produced 12% (85% iPad; 15%  Android).

Additional reports on Cyber Weekend and the holiday shopping season will be released throughout the week at

DATA USED: Branding Brand analyzed a total of 10,064,833 visits across a sample of 50 U.S. retailer sites on Friday, Nov. 27,  2015.

ABOUT BRANDING BRAND: Branding Brand launches and optimizes web, app, and in-store shopping experiences for 200 major brands, including Barnes and Noble, American Eagle Outfitters, and Sports Authority. Over two billion customers a year shop on the Company’s patented platform, arming its analysts with the largest collection of data on usability best practices. For more information, visit, or follow @brandingbrand on  Twitter.

SOURCE Branding  Brand

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