The Adobe Digital Index of online shopping data has reported record online sales in the USA, with 1.062 billion transactions on Thanksgiving Day and 1.93 billion on Black Friday.
24.2% of online sales took place on smartphones and tablets, which is a 118% year-on-year increase. 15.6% came from tablets and 8.6% from phones.
Devices running the Apple iOS saw more than $543 million (£332 million) in online sales, with the majority of transactions using an iPad. Android-based devices were responsible for $148 million (£90 million) of online sales, giving the platform a 4.9% share of online sales via mobile devices.
Tamara Gaffney, principal analyst for the Adobe Digital Index, said “Online shopping data shows that consumers took full advantage of their mobile devices to shop on Thanksgiving Day and ‘omnishop’ while in stores on Black Friday. In an attempt to play every angle possible, retailers poured money into new mobile capabilities by adding Wi-Fi to key stores, expanding mobile app offerings, and optimizing websites for easier transactions from small screens. The results were record online sales driven by tablets and smartphones this year.”
Adobe analysed almost 400 million visits to more than two thousand US retailers’ websites on Thanksgiving Day and Black Friday.