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Black Friday 2015: Smartphones Generated 20% of all Online Revenue [Infographic]

Branding Brand (PR Newswire) - 28 November 2015

One-third of online revenue was generated by a smartphone or tablet. One-third of online revenue was generated by a smartphone or tablet.

PITTSBURGH/PRNewswire/ -- America's five-day shopping spree continued on Black Friday with smartphone shoppers generating 20% of total online revenue, a 46% year-over-year increase. 69% of smartphone dollars were generated by iPhones, and 31% was produced by Android-enabled brands. Add in tablets, and mobile devices produced one-third of total online revenue this Black Friday.

Big Spending on Mobile
Shoppers spent some serious cash using mobile devices on Black Friday. One willing customer used a smartphone to buy an air compressor for $9,999, and another person bought 14 watches, for a total of $5,149, on a tablet. Ironically, someone bought 16 desktop computers, for a total of $4,639, on a smartphone.

Mobile Shoppers Browsed and Bought Early
In each time zone across the U.S., both mobile visits and revenue peaked at 9 a.m. On average, shoppers from West Virginia, Wyoming, South Dakota, Vermont, and Kentucky were the biggest spenders.

More Purchases on Mobile
Unlike recent years, when customers researched on mobile and bought in-store or on desktop, more shoppers made their purchases on mobile sites, leading to a 25% increase in conversion from 2014. Smartphones saw a 37% year-over-year increase in conversion, while tablets saw a 17% year-over-year increase.

Visits on Mobile
Overall, 61% of total online visits to retailer sites came from mobile devices, an 11% year-over-year increase. Of all total online visits, smartphones generated 49% (64% iPhone; 36% Android), and tablets produced 12% (85% iPad; 15% Android).

Additional reports on Cyber Weekend and the holiday shopping season will be released throughout the week at

DATA USED: Branding Brand analyzed a total of 10,064,833 visits across a sample of 50 U.S. retailer sites on Friday, Nov. 27, 2015.

ABOUT BRANDING BRAND: Branding Brand launches and optimizes web, app, and in-store shopping experiences for 200 major brands, including Barnes and Noble, American Eagle Outfitters, and Sports Authority. Over two billion customers a year shop on the Company's patented platform, arming its analysts with the largest collection of data on usability best practices. For more information, visit, or follow @brandingbrand on Twitter.

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SOURCE Branding Brand