How Online Shoppers Used Mobiles on Thanksgiving

This Thanksgiving, Americans put down their forks and knives and picked up their smartphones and tablets in record numbers. New data from Branding Brand’s Mobile Commerce Index for Thanksgiving Day 2014 shows that three out of five online shoppers were mobile.

According to Branding Brand’s sample of 35 North American retailers running on its commerce platform, mobile devices (smartphone and tablets combined) produced a total of 1,569,222 visits, 30,424 orders, and $3,627,349 in revenue on Thanksgiving Day. In addition, mobile devices generated:

61% of all online visits (70% iOS; 29% Android; 1% Other)

• 44% smartphones
• 17% tablets

40% of all online orders (73% iOS; 26% Android; 1% Other)

• 22% smartphones
• 18% tablets

40% of online revenue (82% iOS; 17% Android; 1% Other)

• 19% smartphones
• 21% tablets

The above numbers do not include data from Branding Brand apps. Other includes Windows, BlackBerry, and other operating systems.

Compared to 2013, Branding Brand’s Mobile Commerce Index showed the following year-over-year increases for the same 35 retailers:

• Mobile market share of all online visits increased 33%
• Mobile market share of all online orders increased 42%
• Mobile market share of all online revenue increased 55%

Mobile shopping visits peaked at 9 p.m. EST, while mobile revenue surged at 10 p.m. EST. Louisiana, West Virginia, Indiana, South Dakota, and Tennessee were the highest-converting states in the United States.

Branding Brand offers mobile commerce solutions and apps to leading retailers. Founded in 2008, the company’s B2E (Brand to Everywhere) platform extends brands into consumer-friendly smartphones, tablets, and in-store experiences.