Tuesday, November 29, 2011

Black Friday E-Commerce by the Numbers


Zachary Rodgers writes in www.clicz.com about Black Friday E-commerce numbers. It is interesting to note that while E-commerce spending rose substantially over last year, the influence of social commerce networks on online sales has not turned out to be significant. Facebook has accounted for a bulk of the social commerce network traffic. It is also interesting to note that shoppers using iPads have bought more compared to those using other devices. Read more below.

"E-commerce spending surged on Black Friday, and retailers responded in kind with a significant increase in search advertising.

U.S. shoppers spent $816 million online on Black Friday (Nov. 26), comScore estimates, 26 percent more than they did one year ago. Thanksgiving Day (Nov. 25), typically a light e-commerce day, also saw a sizable 18 percent uptick in spending to $479 million.

Meanwhile IBM Coremetrics' estimate for the day was slightly more conservative. It found Black Friday consumer spending grew 24 percent this year. But it says Thanksgiving Day online retail spending increased at a much higher growth rate of 39 percent.

Mobile Shopping Spikes, iPad Shows Mettle

Black Friday mobile traffic to retail sites grew 14.3 percent, compared to 5.6 percent in 2010, according to IBM. Meanwhile sales transacted on mobile devices surged to 9.8 percent of total sales, compared with 3.2 percent last year, perhaps owing to wider adoption of tablets.

Indeed, IBM says iPad-wielding shoppers bought more and more often than users of other mobile devices. Average iPad conversion rates were 4.6 percent, it said, compared to 2.8 percent for all devices last year.

Social Sputters?

IBM also attempted to track the influence of social networks on e-commerce sales. It found Black Friday shoppers that originated on social sites generated a seemingly paltry 0.53 percent of all online sales. Not surprisingly, Facebook accounted for the bulk (75 percent) of this traffic."

Read more here.

Related articles

No comments: