PCs still come in handy for buying cashmere sweaters.
Despite declining global sales of desktops, new research finds that online shoppers spent more money using their personal computers than mobile devices on Thanksgiving and Black Friday.
Online shoppers spent an average of $ 135.33 with their PCs on Thanksgiving and Black Friday versus $ 116.02 for those using tablets and smartphones, according to the “IBM Digital Analytics Benchmark,” a real-time analysis of millions of online transactions from 800 retailers. “There’s a lot of fanfare around mobile, but desktops are still the workhorses of e-commerce,” says Jay Henderson, director of IBM Smarter Commerce. Desktops accounted for 51.4% of traffic on Black Friday. But for the first time ever, mobile traffic (52%) outpaced PCs on Thanksgiving, and Henderson expects Black Friday mobile traffic to finally overtake PCs next year.
When it comes to mobile shopping, people browse on their smartphones for better prices, but they still do more shopping with their tablets. Smartphones drove 35% of total online traffic on Black Friday, more than double that of tablets, which accounted for just 15%. But tablet sales accounted for 16% of online sales, while smartphones only accounted for 12% of total online sales, a significant 6 percentage point difference. Why the spending gap between all these devices? Screen size matters. Tablets and PCs are better for closely examining items like the quality of a cashmere sweater or the stitching on a leather bag, Henderson says.
Black Friday shoppers also appear to be getting either thriftier or savvier this year. They spent an average of $ 130 per order this year, a decline of more than 4% over last year, the IBM Digital Analytics Benchmark survey found. Even though they spent less, shoppers purchased an average of 4 items per order, which was broadly in-line with last year. “This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates,” Henderson says. Overall, more people are shopping online: Black Friday online sales were up 9.5% over last year and mobile sales were up 28%.
Black Friday – not Cyber Monday – is the fastest-growing online sales day of the year, suggesting that brick and mortar retailers are pushing their online discounts earlier. Online sales on Black Friday grew an estimated 28% year-on-year to $ 2.48 billion, according to estimates software company Adobe Digital Index, while they will rise by just 15% to $ 2.6 billion on Cyber Monday. Black Friday is predicted to have more sales from mobile devices ($ 644 billion) than Cyber Monday ($ 520 billion). That said, Cyber Monday is still expected to be the largest single online sales day ($ 2.6 billion), although online sales on Black Friday ($ 2.48 billion) are still not far behind.