Cyber Monday just may be giving way as a huge driver for ecommerce sales if this current Thanksgiving weekend appears to be showing. And people using mobile devices are a significant driving force as the online business surges over 2011 figures.
So indicate data and analysis from Scot Wingo, chief executive officer at major global ecommerce services provider ChannelAdvisor and data from IBM’s 2012 Holiday Benchmark report.
Morrisville-based ChannelAdvisor has branded the holiday weekend as the “Cyber Five,” and Wingo noticed some interesting trends in the data from Thursday through Sunday.
“Back in 2010, we used to see a significant dip on the weekend after Black Friday. Conventional wisdom was that people were out shopping and not on their computers. In 2011 we saw this change and in 2012, we saw a lot more activity on Cyber Saturday than we have seen historically,” Wingo wrote in a blog.
“Why? I believe mobile is really driving this trend.
“Yes, people are out shopping, but they have their tablets and smartphones with them.”
IBM reported a similar surge in mobile buying, but Wingo’s numbers are even higher.
“[M]obile went from 17 percent of the traffic in 2011 to 31.6 percent in 2012 – practically a double,” Wingo explained of Saturday buying.
On Thursday, mobile was up 36.9 percent.
On Black Friday, mobile buying increased 31.6 percent.
Obviously, all those iPads and other tablets consumers have been buying by the millions are not just for entertainment.
“Tablets doubled from 7.7 percent to 15.6 percent and smartphones were up 6.7 percent,” Wingo reported.
“So while consumers are out looking for their items, they are using their mobile devices to shop simultaneously online and offline. The lines have truly blurred.”
Tablet buying was consistent over the three days at 15.7 percent Thursday and 15 percent Friday.
Smartphones made up 21.1 percent of buying on Thursday and slipped to 17.4 percent on Friday then 16 percent on Saturday, Wingo noted.
IBM found on Black Friday that mobile buying jumped 24 percent, up double digits from a year ago. Overall sales volume grew 16 percent, up from 9.8 percent.
In fact, IBM points out that iPad users delivered nearly 10 percent of all online sales.
Just as iPads have dominated tablet sales, so do they dominate tablet ecommerce traffic at 88.3 percent, Big Blue adds.
Bottom line? By the conclusion of the 2012 Cyber Five weekend, every retailer not focused on mobile sellers will have much homework to do so they can cash in before Christmas.