December 1, 2012
Anyone who follows ecommerce shopping trends was bombarded this week with facts and figures around some of the most popular days for consumers to shop online, including the king of them all: Cyber Monday.
In helping leading ecommerce businesses drive nearly $1 billion in ecommerce transactions throughout the long holiday weekend, which starts on Thanksgiving and runs through Cyber Monday, we were able to track some significant trends, especially on Cyber Monday.
Employers had good reason to question productivity on Cyber Monday, as traffic to leading online retailers was higher than ever on the most popular online shopping day of the year. But a new shopping pattern emerged: Many people who browsed online during the workday waited until they got home to make their purchases.
And waiting to get home wasn't the only factor that impacted shopping behavior on Cyber Monday. Despite seeing less traffic in the evening, (local time of shoppers), conversion rates increased on smartphones, tablets, and traditional computers after the typical workday came to an end.
Cyber Monday Conversion Rates
8:00 a.m. - 5:59 p.m.
6:00 p.m. - 11:59 p.m.
When comparing conversion rates to last year, leading ecommerce businesses experienced higher Cyber Monday conversion rates on smartphones and tablets, but lower conversions on traditional computers. Perhaps signaling a further weakening of consumer affinity for shopping on more traditional devices, traffic this year from iPads and other tablets increased 18% in the evening, while desktop and laptop traffic decreased 52%. Smartphone traffic dropped 32%.
Conversions from tablet shoppers peaked at 6.50% (7 p.m.) and continue to rival conversion rates on traditional devices. Although online retailers saw 23% more traffic from smartphones than tablets throughout the workday, conversion rates were consistently three to four times higher on tablets.