Mobile devices generated one-third of all online Black Friday sales

PITTSBURGH — One-third of all Black Friday online revenue came from shoppers on mobile devices, up 48% over last year, reported Branding Brand on Saturday. As many as 90% of those shoppers were on Apple devices. 

 

According to Branding Brand's sample of 35 North American retailers running on its commerce platform, mobile devices (smartphone and tablets combined) produced a total of 2.2 million visits, 47,762 orders and $5.5 million in revenue on Black Friday. 

 

In addition, mobile devices generated 57% of all online visits, with 40% of shoppers using smartphones and 17% tablets. 

 

Compared to 2013, Branding Brand's Mobile Commerce Index found that the mobile market share of all online visits increased 24%; the mobile market share of all online orders increased 30%; and the mobile market share of all online revenue increased 48%.

 

Mobile shopping visits peaked at 10 a.m. EST, while mobile revenue surged at 11 a.m. EST. Louisiana, West Virginia, Indiana, Iowa and South Dakota were the highest-converting states in the United States.