As Mobile Device Share Grows, Desktop and Tablet Decline

By — 12.13.16

At the start of the holiday shopping season, we surveyed over 500 consumers to understand how their holiday shopping behaviors would impact holiday promotions. What we found is that consumers are twice as likely to make a purchase from their mobile phone during the holidays.

And consumers have certainly held true to their survey responses thus far. Looking at the 5 day holiday weekend from Thanksgiving through Cyber Monday, mobile orders more than doubled (2.2x) and traffic grew 66.5% YoY. While mobile conversion rates grew much more than desktop YoY with mobile CVR growing 33%, desktop CVR is still more than double that of mobile at 7% compared to mobiles 3% CVR.

This growth has led mobile to now dominate more than half of total traffic at 53% of total clicks, followed by desktop at 35% and tablet at 13%. The growing shift to mobile can be seen in the chart below illustrating the % change in each device’s share of traffic, orders and sales YoY.

Device Share YoY - % Change

Each business and strategy is unique, so anticipate a wide range of results over the holiday season. Click here for 7 Ways to Get Shoppers to Engage with Digital Ads from Adlucent’s Holiday Promotions Research Study 2016. Stay tuned for our results from the entire holiday season coming out in early January!

Data source: Adlucent client data: Thanksgiving Day through Cyber Monday 2016 vs. 2015


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