Conversant Study Shows Cross-Device Shopping Took Center Stage During CyberWeekend 2014
December 04 2014 - 7:26PM
Business Wire
Conversant, the leader in personalized digital marketing, today
released metrics highlighting online consumer shopping activity
during the four-day stretch between Black Friday and Cyber Monday.
The analysis uncovered key insights about the most critical
shoppers and their increasingly complex cross-device shopping
behaviors across PCs, smartphones and tablets.
This data was gathered via Conversant’s purchase visibility
across more than 4,000 retailers, and the company’s ability to see
more than 73 billion online interactions per day. In addition, its
advanced user-to-device, deterministic matching methodology enables
Conversant to provide a more accurate assessment of how people use
different digital devices for their shopping.
“Through our scale and industry-leading cross-device matching
capabilities, we offer our clients a ring-side view into consumer
shopping habits during the holiday season,” said Raju Malhotra, SVP
of products at Conversant. “The results showed the growing impact
of cross-device shopping and buying behaviors across all
demographics.”
The Conversant analysis highlighted:
CROSS-DEVICE BROWSING AND PURCHASE
- Four in ten shoppers now
browse across multiple devices.
42% of consumers exhibited cross-device behavior by using multiple
devices to shop (as opposed to exclusively on desktop).
- 1/3 of transactions are now made by mobile shoppers.
33% of all online purchases seen on Black Friday came from consumer
shopping on mobile devices – smartphones and tablets.
TRENDS BY AGE
- Online shopping activity was highest
among individuals aged 35-39. This age group was also likely to
shop on multiple devices, and 27% of purchases from this group came
from mobile devices.
- Individuals aged 45-49 spent more
per order than any other group. On average this group spent
$147 per order, 8% higher than the average across all age groups.
21% of total purchases from this group came from mobile devices and
the rest came from desktop.
TRENDS BY DEVICE
- Smartphone web visits and purchases
doubled. Across the vast Conversant footprint of thousands of
retailers, smartphone site visits more than doubled in 2014 versus
last year, accounting for 43% of total traffic this year, compared
to 20% last year. Mobile’s share of total purchases doubled year
over year, representing 18% in 2014 compared to 9% in 2013.
- Tablet e-commerce traffic share
declined. Site visits via tablets fell from 22% of total in
2013 to 17% in 2014.
CYBERWEEKEND SALES HIGHER THAN SALES FOR REST OF THE
MONTH
- CyberWeekend days drive more
transactions than average days. Total online purchases during
CyberWeekend were 42% higher than online purchases during the week
prior. Cyber Monday witnessed the highest amount of site traffic
(6% more than Black Friday) as well as the most number of online
transactions (2% more than Black Friday).
“To capitalize and win on CyberWeekend, retailers need the
richest possible insight into each consumer to understand what they
want at this exact moment,” said Scott Eagle, CMO of Conversant.
“Through insights like these at the individual consumer level,
Conversant focuses on helping its clients better connect and engage
with consumers. As the short selling season of 2014 unfolds, rich
consumer understanding is essential to driving the best possible
sales results.”
About Conversant
Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized
digital marketing. Conversant helps the world’s biggest companies
grow by creating personalized experiences that deliver higher
returns for brands and greater satisfaction for people. We offer a
fully integrated personalization platform, personalized media
programs and the world's largest affiliate marketing network – all
fueled by a deep understanding of what motivates people to engage,
connect and buy. For more information, please visit
www.conversantmedia.com.
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Conversant, Inc.Joellen Ferrer, 415-644-1485
Conversant, Inc. (NASDAQ:CNVR)
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