Cyber Monday becomes Mobile Monday, Adobe Insights

Americans spent a record $6.59 billion on Cyber Monday, a 16.8% year-over-year increase according to Adobe Insights. Black Friday and Thanksgiving Day, meanwhile, brought in $5.03 billion and $2.87 billion respectively. The holiday shopping season as of 1st-27th November drove a total of $50 billion in online revenue, a 16.8% increase. Adobe predicts this will be the first-ever holiday season to break $100 billion in online sales.

Overall web traffic to retail sites increased by 11.9% on Cyber Monday, with the season average at 5.7%. Mobile set a new record representing 47.4% of visits (39.9% smartphones, 7.6% tablets) and 33.1% of revenue (24.1% smartphones, 9% tablets). Smartphone traffic was up 22.2% YoY while revenue coming from these devices ($1.59 billion) saw 39.2% growth YoY, a new all-time high. Mobile transactions closed at a 12% higher rate compared to Cyber Monday 2016. For purchases made on smartphones, Apple iOS led with an average order value of $123, in comparison to Google Android at $110.

“Shopping and buying on smartphones is becoming the new norm and can be attributed to continued optimisations in the retail experience on mobile devices and platforms,” says Mickey Mericle, VP, Marketing and Customer Insights at Adobe. “Consumers are also becoming more savvy and efficient online shoppers. People increasingly know where to find the best deals and what they want to purchase, which results in less price matching behaviour typically done on desktops. Millennials were likely another reason for the dramatic growth in mobile, with 75% expecting to shop via their smartphone."