Approximately two-thirds of Black Friday online traffic was sourced from mobile devices
In the bustling world of online shopping, Black Friday 2019 saw a significant shift towards mobile devices, according to the latest report by Bloomreach.
The report reveals that mobile search engine traffic experienced a 15% increase compared to the previous year, with mobile visits jumping by 16%. This trend was further emphasized by a 17% rise in mobile direct website and email traffic.
Interestingly, desktop traffic also saw a surge, increasing by 34%. However, mobile traffic outpaced desktop traffic, jumping by 65%. This suggests a growing preference for mobile shopping among consumers.
The report also highlights that a substantial portion of shoppers arrived via search engines, with 17% of desktop shoppers and 13% of mobile shoppers coming through this channel. Advertising search traffic accounted for 14% of mobile shoppers and 12% of desktop shoppers.
Email marketing and websites were the most frequented channels by shoppers, with 66% of mobile shoppers and 70% of desktop shoppers visiting businesses' websites directly or through email marketing. Social media platforms also played a role, with a 76% increase in mobile social media search traffic during Black Friday 2019.
The report underscores the importance of businesses having plans in place to prevent outages, especially during the holiday shopping season, to ensure a smooth shopping experience for customers.
Interestingly, American shoppers were found to primarily conduct their Black Friday shopping around mid-day and at night, according to the report.
In terms of sales, both mobile and desktop saw an increase. Mobile sales rose by 17%, while desktop sales increased by 15%.
Overall, the report underscores the growing importance of mobile shopping during Black Friday, with consumers using websites, email, search engines, and social media for their shopping needs. As businesses prepare for future shopping events, understanding these trends will be crucial in crafting effective marketing strategies.
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