The 2015 Holiday Season: When ‘Mobile Ate Brick-and-Mortar’

Jan. 11, 2016

The 2015 Holiday Season: When ‘Mobile Ate Brick-and-Mortar’ The gap between online spend generated by desktops and laptops vs. the online spend generated through mobile devices is narrowing, and this year’s online holiday sales totals highlight the way online shoppers are buying. From Nov. 1 through Dec. 31, U.S. consumers spent $69.1 billion online, an increase of 13 percent from a year ago, according to digital measurement firm comScore. But, sales originating from desktops and laptops grew only 6 percent in 2015 to $56.4 billion when comScore had expected a 9 percent increase. Sales originating on mobile devices, however, were up a “staggering” 59 percent to $12.7 billion, a billion dollars more in mobile online sales than the Reston, Va.-based company had predicted.

“If there is an underlying takeaway from this holiday season, I think it will be remembered as the one where mobile ate brick-and-mortar,” said Gian Fulgoni, chairman emeritus of comScore. “Mobile became an essential shopping channel nearly doubling desktop in total retail traffic, while seeing growth rates approaching 60 percent year-over-year at the same time that offline retail experienced softness throughout the season. I believe that we’ve seen a paradigm shift in 2016 where the future of retail will increasingly be defined by consumers’ behavior on mobile.”