US Mobile Sales Post 188 Per Cent Increase

Macys Mobile Search Screenshot
More shoppers are clicking on mobile search ads than ever before

Digital marketing and intelligence company Adlucent has released data from the holiday season that shows what methods retailers opted to use this season to drive their sales growth.

The figures reveal that paid search revenues grew 36 per cent over last year, with the growth driven primarily by strong Product Listing Ad performance, which accounted for 50 per cent of click share. The visual ad format fared particularly well on mobile devices, with PLA-driven revenue on mobile growing by 221 per cent over 2014.

Looking at the holiday season from Thanksgiving through Christmas, mobile impressions increased by 160 per cent, mobile clicks by 86 per cent, and mobile sales by 188 per cent year-on-year, with mobile conversions posting a healthy 33 per cent increase. Growth rates on desktop were much smaller, with traffic growing 11 per cent and revenue 19 per cent. But with a much stronger conversion rate, desktop still delivered 70 per cent of sales. Clearly, the end-to-end shopping experience for consumers on a smartphone still leaves much to be desired in many instances.

The study also reveals the declining influence of tablets on mCommerce revenues. While tablets have historically delivered a larger percentage of online sales than phones, this year the tables were turned. Tablets delivered 14 per cent of sales, while smartphones delivered 17 per cent, compared to just 8 per cent in 2014. This shift in sales by device type shows that consumers feel more comfortable making purchases on their phones than they did a year ago, Adlucent notes.

The stats also show that more shoppers are clicking on mobile search ads than ever before. During the holiday season, mobile accounted for 42 per cent of total device clicks compared to desktop, which was just ahead on 43 per cent. To put this into perspective, during the 2014 holiday season, desktop accounted for 54 per cent of total clicks and mobile only 31 per cent. Now that retailers have invested in optimizing their mobile websites, expanded payment options, and are sinking more dollars into mobile ads, Adlucent notes,mobile is well positioned to generate the majority of traffic for paid search by the end of 2016.

The Adlucent performance statistics include data derived from samples of data for Adlucent clients that have worked with the company over the 2014 and 2015 holiday periods.