EMMAs

Cyber Monday Mobile Revenue Up 76 Per Cent on 2013

Alex Spencer

[caption id="attachment_49950" align="alignleft" width="300"]Toys R Us is one of the clients tracked by Skava Toys R Us is one of the clients tracked by Skava[/caption]

Mobile shopping revenues in the US were 76 per cent higher on 'Cyber Monday' this year than the same day in 2013. This actually outpaced page views – up 51 per cent – as the average order value grew

That's according to a report from eCommerce firm Skava, based on 250m page views on the sites and apps of its clients, including Gap, Staples and Toys R Us.

Black Friday, meanwhile, only saw a 27 per cent growth in views, but still managed faster growth in revenues, up 83 per cent. This was driven by a six per cent year-on-year rise in conversion rate on the Friday, while Monday's rate remained static.

The biggest growth in transaction and revenue came on Thanksgiving – up 99 per cent and 114 per cent respectively. Without any absolute figures, however, it seems likely that this is because the day's trade grew from a significantly lower base.

The mobile web is increasingly dominant for online shopping – over this period, apps accounted for just four per cent of sales, compared to seven per cent a year earlier.

The role of Google Adwords has also grown significantly, accounting for 10 per cent of traffic (compared to two per cent in 2013) and 14 per cent of revenue (compared to three per cent).

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