Traffic stemming from smartphones and tablets jumped 155% on Black Friday compared with average daily mobile traffic for the retailer and consumer brand manufacturer clients of Easy2 Technologies, says the vendor of web-based product demonstration and guided-selling software. And 83% of mobile shoppers used a device running Apple Inc.’s iOS mobile operating system, the vendor says.
“Last year at this time, mobile and tablet shopping began to reach critical mass,” says Ethan Cohen, CEO of Easy2 Technologies. “Since then, we have seen tablet sales explode and smartphone penetration continue its steady increase. Mobile shopping activity has grown 49% since August.”
In addition to the 155% traffic jump on Black Friday, the busy shopping day after Thanksgiving, mobile traffic increased 102% on Cyber Monday, the subsequent Monday that is one of the busiest web shopping days of the year, Easy2 reports. For the entire five-day Thanksgiving holiday weekend, mobile traffic leaped 125% compared with average daily traffic.
68% of Thanksgiving weekend mobile shoppers used an iPad, 15% an iPhone, 15% an Android device and 2% another type of device, the vendor says.
During the 2011 Thanksgiving holiday weekend, 7% of traffic to Easy2’s online product demonstration and guided selling tools stemmed from mobile devices. This year that figure rose to 15%, the vendor says.
“Manufacturers and retailers that embrace mobile merchandising can offer in-store shoppers interactive product demos and product selectors,” says George Koenig, vice president of sales at Easy2. “A shopper in the aisle that is searching for additional product information is begging for help to buy the product. Since the retailer and manufacturer control the content linked to a QR code, they can give shoppers engaging, informative product content at the point of decision to help create or preserve a sale.”