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UK The impact of cyber weekend


December.03.2014 0 Comments

blackfriday-cybermondayCyber weekend, the culmination of Black Friday and Black Monday combined is over for another year and IBM’s James Lovell, European Retail Solution Leader discusses some of the key findings to come from it.

“Although the average value of mobile spend on Cyber Monday actually fell from 2013, it is telling to note that the percentage of overall sales made on mobile devices grew by almost a third (29%).”

Cyber Monday

  • Average order value fell by 6.03% on mobile and overall by 4.05%
  • Mobile device usage as a percentage of overall sales increased by 29.31%
  • Mobile phone usage as a percentage of overall sales increased by 42.88%
  • Tablet usage as a percentage of overall sales increased by 12%
  • Android OS topped the ‘average online spend’ tables at £76.12
  • iOS was a close second, averaging £75.83.

Black Friday

  • Online sales increased 91.6% over 2013
  • The overall average order value on Black Friday was £88.86, up 1.4%
  • Black Friday mobile traffic accounted for 59.8% of all online traffic in the UK, an increase of 30.32%
  • Black Friday mobile sales accounted for 47.3%, an increase of 35.5% over last year.

“It has become clear from their behaviour that consumers are increasingly using mobile technology as part of their shopping experience and retailers must acknowledge this by developing customer data strategies and applying the insights to drive ever more target and personalised communications to customers.

“In last year’s benchmark we saw the strong growth of the mobile channel, but this year’s Cyber Monday results confirm that mobile has now become the dominant channel.  The emphasis will continue for retailer’s to optimise the customer mobile customer experience even further going into 2015, to ensure they are capturing the very rich customer interaction data that mobile devices provide,” Lovell concludes.