They might be relatively new phenomena elsewhere in the world, but Black Friday and Cyber Monday remain hotly anticipated annual events in North America. This year, the retail sales – seen as kick-starting the Christmas shopping season – were bigger than ever, with Black Friday breaking new records in mobile shopping revenue¹.

Google has looked at the effects of mobile commerce over Thanksgiving weekend by analysing search data for customer behaviour insights. It found that when it comes to searching retail sites online, mobile has finally overtaken desktop. Smartphones also enjoy a strong conversion rate: three quarters of the people that look up a product online visit a similar business the following day.

Retailers gearing up for the festive season should ensure their customers’ mobile experience makes the grade – otherwise they could be left behind in the Christmas rush.

Other findings include:

  • Most mobile shopping begins early, with 59% of searches conducted prior to store opening hours.
  • While foot traffic was subject to ebbs and flows, mobile shopping remained steady weekend-long.
  • With the exception of Christmas, women search, browse and purchase products twice as much as men.
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Source: Google