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December 5, 2017 | Press Release

Monetate Analysis: Mobile Wins Cyber Week, With 14 Percent Increase in Conversion Rates and 21 Percent Increase in Page Views

Average Order Values up Five Percent Across All Channels, Indicating a Happy Holiday Shopping Season

Monetate, the leader in personalization for brands worldwide, has unveiled its analysis of ecommerce activity during Cyber Week, during which mobile was the channel of choice for holiday shoppers. With analysis representing more than one billion U.S. consumer touchpoints across desktop, mobile, and tablet during the Saturday after Thanksgiving (Nov. 25) until Friday, Dec. 1, data indicates that mobile conversions increased 14 percent and page views increased 21 percent on mobile devices compared to 2016.

In general, average order values (AOVs) across all channels increased 5.3 percent compared to data from last year. While mobile conversions and page views were up compared to other channels, AOVs for desktop were the highest of any channel throughout the week at $136.25 – a 9.1 percent increase from 2016.

“It’s great to see Cyber Week driving higher conversion rates and AOVs for retailers. It’s clear that mobile, in particular, is delivering for retailers this Cyber Week, performing better in every aspect of ecommerce, from an increase in conversion rates to a decrease in cart abandonment, when compared to last year,” said Lucinda Duncalfe, CEO, Monetate. “To make the most of the rest of the rest of the holiday season, which is off to a strong start, retailers should continue embracing mobile tactics that make it easier for consumers to shop – and purchase – on their small screens.”

Other key findings include:

  • Bounce Rates Bounce Around: bounce rates for mobile phones decreased 4.5 percent compared to 2016, while bounce rates for desktops increased 4.5 percent
  • Tablet underperforms: ecommerce activity on tablets flounders, with AOVs decreasing 1 percent and page views decreasing 4.1 percent
  • Apple vs. Android: like Thanksgiving and Black Friday, Apple users outspent those purchasing on Android devices, spending $105.44 and $85.70 respectively. Interestingly, Android conversion rates were up 9 percent compared to only 4.4 percent on iOS
  • Canada Outspends U.S. and U.K.: AOVs in Canada averaged $146.75 across channels compared to $122.93 in the U.S. and only $65.19 in the U.K.; this finding was in line with Thanksgiving and Black Friday activity

Monetate is committed to helping brands maximize the results they receive from ecommerce activity, especially during the busiest times of the year. The company’s multi-channel personalization platform, the Monetate Intelligent Personalization Engine, is powered by machine learning, which helps retailers create, test, and target experiences with improved relevance for every customer across web, email, mobile apps, in-store, and other touchpoints. By optimizing the customer experience across all channels, retailers build customer loyalty, drive higher conversion rates, and grow revenue.

If you’re a member of the media interested in receiving a more detailed analysis or further data throughout the holiday shopping season, contact

About Monetate

Monetate, the global leader in personalization software for consumer-facing brands, enables marketers to create experiences with improved relevance for every customer, increasing their engagement and boosting business outcomes. Powered by artificial intelligence, the Monetate Intelligent Personalization Engine makes it easy to test and optimize, segment and target, recommend products, and even create true 1-to-1 omnichannel experiences. The company was recognized as an industry leader by two leading analyst firms in June 2018 and August 2018. Founded in 2008, with offices in the U.S. and Europe, Monetate is used by leading brands around the world and influences billions of dollars in revenue every year for QVC, Newegg, Timberland, Carnival, The North Face, and hundreds of other market leaders. Learn more at

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