By Carin Van Vuuren
Consumers enjoying their last pay day before Christmas have made Cyber Monday the biggest online shopping day of the year. New research from the global leader in mobile and multi-channel technology, Usablenet, reveals that there was a 36% increase in mobile site traffic and a notable increase in traffic coming from tablets, on Cyber Monday compared to 2011. This reveals the need for retailers to embrace a multichannel strategy to respond to changing consumer shopping behaviour.
Busy work schedules and changing shopping habits saw a 40% increase in page views on the first Monday of December compared with 2011. Smartphones are becoming the go-to-device for consumers – with Apple users (78%) being the most native shoppers ahead of Android (15%) – but the growth in tablet traffic (nearly 10%) highlights the next phase in online shopping and how the browsing mindset is beginning to shape the future shopping experience.
London is the most smartphone-savvy city with 40% of overall traffic with Scotland the second most active region with 5% of traffic.
Carin Van Vuuren, marketing chief for Usablenet, comments: “Cyber Monday has demonstrated that, despite challenging economic conditions, reduced consumer confidence and a decline in retail sales, consumers still have considerable appetite for spending. The next three weeks will be critical for retailers as the countdown to Christmas is in full swing.
“The rise in tablet traffic is significant for retailers, especially with iPad leading this growth, as not only is it becoming the fastest growing channel, but users have a higher basket value than smartphone shoppers, and it is a more convenient shopping experience due to a larger screen. We work with our clients to provide a seamless brand experience across all channels and devices to provide an enhanced and engaging experience that responds to and shapes changes in purchasing behaviour.”
This data is calculated from a selection of Usablenet’s client mobile sites, which includes leading retailers such as ASOS, Marks & Spencer, Selfridges, Carphone Warehouse and Topshop.
Carin Van Vuuren is chief marketing officer at Usablenet. Usablenet is a global technology leader for mobile and multi-channel customer engagement. Usablenet’s powerful platform enables leading companies in all sectors to create unique experiences for their customers across multiple channels, including mobile, tablet, social and in-store kiosks. Usablenet customers include Amtrak, Delta, Expedia, FedEx, Marks and Spencer, Ritz Carlton, ShopNBC, Victoria’s Secret and others. Founded in 2000, Usablenet is a private company headquartered in New York City with offices in Los Angeles, Italy and London.