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.
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).