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Black Friday sees m-commerce hit an all-time high, accounting for 50% of sales

with Android making some surprise gains

Black Friday saw mobile shopping hit an all-time high, accounting for nearly half of all sales among the world’s top 100 online sellers. In some instances, it took almost three quarters of sales.

Data from finds that half of all online sales during Black Friday came from mobile devices, with data from Shopify suggesting that as much as 73% of DTC sales for smaller brands came from smartphones.

This move to mobile is set to translate to a boom for mobile ads and a marked shift towards using mobile not only for shopping, but also for leisure and entertainment.

According to, In 2022, downloads of attraction/tour booking apps grew +180% YoY and ticket service apps saw a +297% growth in hours spent.

This indicates that consumers are looking towards experiences as we enter 2023.

“We are starting to see a levelling off in mobile spend following the surge seen during the pandemic, although still significantly higher than where we started off in 2019,” says Lexi Sydow, Head of Insights at “Mobile will remain at the heart of consumers’ lives as demand for digital connection, self-expression, and deepening personalization of apps will fuel sustained growth in time spent.” 

Mobile ads slow but the ‘$2bn club’ grows

The data also points to a boom in ad spend on mobile and a raft of new companies set to join the $2bn app club.

Mobile ad spend will reach $362bn, fuelled by major events such as The World Cup and The Winter Olympics. While ad spend is predicted to hit this level in 2023 – up $26bn from 2022 – this still represents a 7.5% decrease in YoY growth. Despite there being a clear increase in spend, the size of growth has decreased steadily over recent years, indicating a slowing down in consumer spend, says  

The $2bn app club, however, is set to gain 14 new members in 2023, with 11 of the 14 titles set to surpass $2bn in app store consumer spend will be games.

In 2023, seven apps and games will join the $3bn app club.Uma Musume Pretty Derby is set to be the among the fastest mobile games ever to hit the $2bn threshold — just two years after its initial launch. Spend is primarily driven by Japan. As of November 2022, the title is only available in five markets: Japan, South Korea, Taiwan market, Hong Kong market and Macau market.

HBO Max and iQIYI will join Disney+, Netflix, YouTube and TikTok in the $3bn consumer spend club for video streaming and short video apps. More than ever, consumers are turning to video content on their phones for entertainment.

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