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More US consumers now using mobile devices for Thanksgiving weekend purchases than rest of year…

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In the US, 48% of peak retail online transactions during the recent Thanksgiving weekend were made using mobile phones and tablets. This marks a 17% increase over the rest of the year, in which mobile transactions accounted for 41% of all online retail transactions, according to data from device intelligence company iovation.

Mobile transaction data for specific post-Thanksgiving days showed the following:

  • 46 percent on Black Friday, Nov. 27

  • 48 percent on Saturday, Nov. 28

  • 47 percent on Sunday, Nov. 29

  • 39 percent on Cyber Monday, Nov. 30



“With this fresh data, it’s clear that consumer purchases using mobile devices spiked over the weekend, as we predicted,” says iovation’s Vice President of Product Scott Olson. “Interestingly, as dramatically as mobile usage increased over the weekend, it then decreased on Cyber Monday. This is likely a result of consumers returning to work and their normal shopping habits using a desktop or laptop.”

iovation found that online retail transactions made from Black Friday through Cyber Monday 2015 increased 143% from 2013 and 43% from 2014. In addition, iovation’s data showed that on Cyber Monday 2015, there were approximately 50% more online retail transactions than a typical recent Monday.

“Cyber Monday continues to be the holy grail for online retailers,” says Olson. “For example, the number of transactions jump tenfold from a typical Monday to November 30 for many of our customers who are among the world’s most recognizable retailers. Furthermore, credit applications submitted to some of our financial customers tripled from Black Friday to Cyber Monday meaning more people are buying big ticket items.”

In the UK we have already seen how mobile saved Black Friday and Cyber Monday from being a disappointment. Mobile has also increased its share of online sales again this month, according to IMRG and CapGemini’s latest quarterly e-commerce benchmark.

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