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Etail revenues from apps doubles in Q4 2017 as Black Friday goes mobile

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Black Friday saw apps’ contribution to online and mobile revenue double compared to 2016.

So finds Poq’s app commerce peak trading report, based on more than 30 million sessions across retailer’s mobile websites, desktop and mobile apps, including iOS and Android.

In 2017 clients on the Poq platform saw apps’ contribution to online and mobile revenue double compared to 2016. On average app revenue as a percentage of mobile grew 2.2 times to account for 22% of mobile revenue on Black Friday.

November also overtook December as the biggest month of the year for app-based sales. Q4 accounted for a third of total app revenue in 2017, and November app revenues grew 134% year-over-year.

Shoppers spent on average 3.6 times more in shopping apps than mobile websites, while app downloads on Black Friday were 2.6 times the average day in 2017. Both mobile websites and desktop websites performed similarly in regard to the percentage of returning users in Q4.

However, apps saw 2.3 times higher percentage of returning users across the same time period indicating that shoppers found the shopping experience provided by apps more engaging and convenient than the other ecommerce channels. Therefore, planning ahead for peak is crucial to success.

Oyvind Henriksen, CEO & Co-founder at Poq, explains: “Results from peak trading 2017 have reinforced the findings that Black Friday is no longer limited to one day and consumers prefer to shop in ways that provide them with the most convenient, enriching and personalised experience.”

He continues: “Apps’ contribution to mcommerce has grown so rapidly that retailers must plan ahead and utilise offers during peak trading to drive app downloads and long-term engagement via this channel.”

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