This year’s Black Friday saw traffic to retailer sites coming from mobile overtake that from PCs, accounting for 55% across the day, as workers took advantage of mobile to shop for deals while at work. data from Peerius, a personalization company reveals.
Calculating the data from its client transactions on Black Friday – which includes leading retailers such as Topshop , Topman , The White Company , notonthehighstreet.com and Superdry – Peerius data shows that online traffic overall also increased by 50% over Black Friday 2013, leading to a 133% growth in revenues. Breaking down the mobile device traffic, smartphone (34%) traffic was higher than tablet (21%) demonstrating the importance of mobile as consumers are ‘always on’.
Yusuf Rahman, Head of Analytics and Optimisation, Peerius, explains that: “As Black Friday coincides with the last paycheck before Christmas, shoppers want to ensure that they buy their presents at the right time, on the right device and for the right price.
“While there were several reports of website outages from leading high street retailers, with the spike in mobile traffic listed as a reason. Despite this, our data shows smartphone users are then most likely to complete their purchase on a different device. However, as they enable consumers to be ‘always connected’, retailers need to take this opportunity to become ‘mobile first’ to keep up with consumers’ growing appetite for searching, shopping and sharing.”
