The holiday season is well under way, and the early numbers show that Americans’ shopping habits have changed considerably this year compared to years past.
Some 133.7 million shoppers visited stores during the Thanksgiving weekend, about five percent less than last year, according to a National Retail Federation (NRF) survey released on Sunday. The survey also reports that total in-store spending for the four-day weekend running from Thanksgiving to Cyber Monday was expected to reach just $50.9 billion, a decrease of 11.3% from last year’s $57.4 billion.
The main reason for the decline in in-store sales comes from the fact that significantly more shoppers than ever before are expected to turn to online shopping to find the perfect gifts for their friends and family—and they will primarily do so on their mobile devices.
IBM Smarter Commerce, which tracks online sales data for retailers, reported that online sales on Thanksgiving day were up 14.3% from last year, with smartphones and tablets accounting for more than half of that. Similarly, mobile devices were expected to account for 53% of all visits to e-commerce sites from Thanksgiving Day through Cyber Monday, up from 39.7% last year.
Meanwhile, PayPal saw a 47% increase in mobile payment volume this Thanksgiving compared to Thanksgiving 2013, as well as a 62% increase in mobile payment volume for this year’s Black Friday over last year’s. The company also reported a 43% and 51% increase in the number of customers shopping through PayPal mobile on Thanksgiving and Black Friday, respectively, versus last year.
And this is just the start. M-commerce currently makes up 19% of total retail sales, but it is expected to go up to 25% by 2016, according to eMarketer.
The obvious takeaway here is that marketers and advertisers should focus their efforts on mobile this year, but you might be wondering where to target your mobile ad campaigns. According to IBM Smarter Commerce, iOS traffic accounted for 34.2% of total online traffic, more than double Android’s traffic levels. IBM also reported that tablets drove 16% of online sales, while smartphones drove 11.8%, and that tablet users spent $126.50 per order compared to $107.55 for smartphone users.
With a monthly reach of more than 500 million unique users, Tapjoy is well positioned to help advertisers reach the mobile consumer. And we have targeting options that let you decide which operating system you’d like to target, whether you want to reach tablet users or smartphone users, and many more options, including such targeting parameters as geo-location, language, gender, age, income, etc.
As if you needed even more incentive to allocate your advertising budget towards mobile this year, we are also offering a special promotion to all new or existing advertisers that sign a new prepaid insertion order for $20,000 or more in which they will receive $5,000 in marketing credits. Some limitations apply, so please contact your account representative or email firstname.lastname@example.org for more details.
The holiday season may be upon us, but it’s not too late to get your mobile ad campaigns up and running in order to take advantage of the biggest m-commerce shopping season of all time!