Report: App Users Prefer Black Friday to Cyber Monday
Dec. 10, 2015
While Cyber Monday was the record-breaking day for online sales in the U.S., in-app purchases were more prevalent on Thanksgiving and Black Friday, according to mobile app technology provider GPShopper. Mobile app activity peaked on Black Friday with in-app orders and revenue for GPShopper retail clients increasing sharply from last year. The number of orders these retailers accepted via their apps on Black Friday increased 270 percent from 2014 to 2015 and revenue on those orders was up 309 percent.
Interestingly, mobile activity on Cyber Monday trended more toward mobile Web usage, though in-app orders and revenue still increased from last year (up 137 percent and 169 percent, respectively, from 2014). GPShopper attributed the difference to the type of shopper using mobile devices on Cyber Monday and how they were driven to different retailer sites.
“Cyber Monday primarily draws in customers who are just searching for the best deals and will check multiple sites, from less frequently visited retailers, to achieve the most savings,” said Maya Mikhailov, CMO and co-founder of GPShopper. “They are driven in through social media and forwarded emails offering bargains. These transient, deal-hungry shoppers are eager to buy Cyber Monday, but the challenge for retailers is retaining their loyalty after the mark-down.”