Black Friday, Cyber Monday and the flurry of discount days in between have come and gone in the blink of an eye and mobile proved to be the preferred channel for purchasing goods in the UK.
However, there were some interesting differences between when consumers decided to use desktop computers versus mobile devices during the period deemed the ‘Cyber Five’ (Thanksgiving, Black Friday, Cyber Saturday, Cyber Sunday and Cyber Monday).
According to data from ChannelAdvisor, between Thanksgiving and Cyber Sunday in the UK, 73% of shopping searches took place on mobile devices (22% on tablets; 51% on mobile) –an increase of 15% from 2015 – with 64% of purchases then taking place on mobile devices (22.7% on tablets, 41.7% on mobile). This compares to 48% in 2015.
The most active day for browsing deals across all platforms (desktop, mobile and tablets) was Cyber Sunday, however it was Black Friday that generated the most purchases. Here mobile was the most popular shopping platform overall, however desktop computers accounted for 40% of purchases by UK shoppers.
This decreased to 31% on Cyber Saturday, as shoppers moved activity from their work desktops to mobile platforms at home. 70% of all conversions took place on mobile devices on this day.
In the US, 75% of shopping searches took place on mobile devices (10% on tablets, 65% on mobile) across the Cyber Period. However, mobile accounted for less than one in two purchases (49%).
While the percentage of UK shopping searches on mobile platforms was slightly lower than the US, Brits are a lot more confident making purchases through these devices, with more than three in five sales conversations taking place on mobile