Study: Black Friday mobile shopping to jump 45% from 2015

Brief:


  • Americans are expected to spend nearly 45 million hours on Android shopping apps alone during the week of Black Friday, a 45% jump from 2015, according to research by App Annie. The researcher also predicts revenue generated through apps could break records this season, saying that shoppers will spend over 6 million hours in the top 5 digital-first apps on Black Friday alone.
  • Digital-first apps — companies that only exist online — such as Amazon and Etsy will account for 15% of the total time spent on shopping apps during the week of Black Friday, a 40% increase from last year.
  • This year's massive shopping day may also drive mobile e-commerce outside the U.S., similar to traffic increases seen on Amazon's 24-hour Prime Day of discounts, App Annie said. Last year, Black Friday was the first $1 billion mobile shopping day in the U.S., per Adobe.


Insight:


App Annie’s prediction of strong growth for mobile shopping next week follows a forecast earlier this month from Adobe Analytics that said this year will mark the first time mobile e-commerce overtakes desktop shopping. App Annie, which measures time spent on apps, said the growth in app usage means more dollars spent as users browse products, sort wish lists, unlock deals, access loyalty programs and hit the virtual checkout counter.

Black Friday is an important time for retailers to prioritize their user acquisition strategy with new downloads or by re-engaging existing customers, App Annie said. Retailers like Walmart and Macy's have updated their apps to improve their chances of being discovered in mobile app stores. Walmart's changes have helped to push the world's biggest retail chain into the top 10 search results for keyword "Black Friday," per App Annie. In addition, Black Friday promotions can help engagement through the entire holiday season, making it a critical period for mobile marketers.

Strong sales growth for Amazon Prime Day and Alibaba’s record-breaking Singles Day is likely a harbinger of what to expect on Black Friday and Cyber Monday. App Annie said mobile is a prime channel for driving growth in overseas markets like Europe and Japan. AliExpress, the mobile shopping site and app from Chinese e-commerce giant Alibaba, was the most downloaded shopping app in the U.K., France and Germany on Singles Day, Alibaba's November 11 annual shopping bonanza, App Annie said.


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