Forget Cyber Monday, it should be rechristened Mobile Monday after UK shoppers spent 86% more on mobile devices over Cyber Monday weekend in comparison to a regular shopping day, according to data from Usablenet, which reveals that mobile transactions doubled over the holiday shopping weekend as consumers hit the online shops.
Traffic to mobile web sites in Usablenet’s Holiday Shopping Index – including ASOS , Marks & Spencer , The Body Shop , Topshop , and Selfridges – increased by an average of 40%. More shoppers also made it to the check out and with bigger baskets – average order value increased by 10%. Apple users appear to have made the most of the sales, generating 76% of revenue despite accounting for only 65% of traffic.
Carin Van Vuuren, CMO for Usablenet, explains: “As the nation has emerged from recession, we are not only spending more, but we are spending more wisely. Mobile shoppers in particular appear to know how to make their pennies stretch – there was a visible spike on Monday, as bargain hunters dashed online in order to bag the best deals. Conversion rates across the Usablenet Index almost doubled in all segments, showing that consumer appetite for spending, albeit savvy spending, is definitely back.
“Busy shoppers in the UK made the most of the sales by hopping online wherever and whenever possible whilst on the go. There was a 70% increase in the number of customers who visited sites multiple times, which is fantastic news for those stores who have invested in a user-friendly platform that creates engaging experiences. Smartphones and tablets are now, and will continue to be, the consumers’ device of choice. Brands have to align their marketing strategy with this if they are to make the most of these crucial weeks in the retail calendar and thrive in 2014.”
The 2013 Usablenet Holiday Shopping Index is calculated from a selection of Usablenet’s client mobile sites, which include leading retailers such as ASOS, Marks & Spencer, The Body Shop, Topshop, and Selfridges.