Report: Mobile to Account for Almost Half of Online Holiday Transactions in U.S.
Nov. 23, 2015
More transactions will take place on mobile devices during the traditional holiday kickoff in the U.S. this weekend than ever before, according to one antifraud technology provider. Based on historical transaction data, Portland, Ore.-based iovation predicted 48 percent of online transactions starting Black Friday and continuing through Cyber Monday will originate on mobile devices. The company also predicted more mobile purchases on Black Friday than on Cyber Monday and that the share of online transactions being performed on a mobile device will be highest between 9 and 10 p.m. ET daily during the holiday season.
“As more people are visiting family, friends and stores on Black Friday, mobile traffic will be higher than on Cyber Monday when they can shop from work or home,” said Scott Olson, vice president of product for iovation. “We predict consumers will be making 25 percent more transactions with their mobile devices on Black Friday than Cyber Monday. Just as quickly as we reach the mobile purchasing tipping point during the peak holiday shopping season, consumers will return to their more ordinary shopping habits immediately following Cyber Monday—predominantly transacting from their laptops and desktops.”