Beating Forecasts, 26% of $3B in Sales Came from Mobile Devices
Online shoppers had spent nearly half a billion dollars ($490 million) by 10a.m. Eastern time on Cyber Monday on the way to a record $3 billion in sales, a 14% increase over last year’s receipts. Consumers were greeted with “out of stock”messages for 15 out of every 100 product views according to Adobe’s Digital Index and many servers fell to their knees under the e-commerce crush.
The Neiman Marcus’ website crashed on Black Friday, forcing them to have a “Black Saturday” sale instead. Target was forced to meter out traffic to its site to manage the influx of its online shoppers and PayPal response time slowed to as long as 22 seconds.
From Thanksgiving through Sunday, Adobe says the average order value was $135.25 (4 percent year-over-year growth), with $29.38 spent per Internet user.
Amazon sales were not disclosed although a spokesperson said that sales of the Fire TV streaming device were up more than six times year-over-year through the weekend, while Fire tablet sales were up more than three times in the same period. Amazon Echo, a voice-activated device that can play music, answer questions and relay the weather report, among other things, was the top-seller among all products over $100. Amazon shares were up $6.90, or 1%, to $671.70 in premarket trading.
For another staggering metric, mobile devices accounted for a whopping 70 percent of Walmart.com’s online traffic. Adobe broke down mobile spending by platform, noting that more of the overall $799 million in mobile sales was generated by people using iOS devices. TechCrunch confirmed that $575 million came from iOS users while just $219 million came from Android devices. (Those figures also explain why e-commerce retailers and startups tend to release their native shopping apps on iOS first.)
Adobe’s numbers are based on aggregated and anonymous data from 200 million visits to 4,500 retail websites on Cyber Monday. The company measures 80% of all online transactions from the top 100 U.S. retailers through Adobe Marketing Cloud. [24×7]
