Mobile Sales Increase 188% Over the Holidays

By — 01.18.16

Going into the holiday season, we all knew that mobile would have a big impact on digital performance—we just didn’t know how big. From Thanksgiving through Christmas, mobile traffic increased a healthy 86% over 2014. This means that more people turned to their smartphones to shop for gifts. And they weren’t just browsing—mobile sales increased 188% and conversion rates 33% YoY. The work that retailers did (and are still doing!) to improve the mobile shopping experience is paying off. We’re seeing more and more consumers leverage devices to quickly research and buy products in brief micro-moments in their day.

With mobile paid search traffic equal to (or greater than) desktop, you must ask yourself, “are we investing enough in mobile ads?” The answer isn’t always black and white. Because many mobile searches often result in purchases on other channels and devices, understanding the full value of your mobile spend can be difficult, but not impossible. Google’s Estimated Total Conversions continues to strengthen, allowing you to measure transactions that started on one device or browser that were completed on another. Google’s In-Store Estimates tracks digital’s influence on store sales by estimating the number of people who visited a store up to 30 days after they clicked a search ad. By better understanding your mobile ROI, you can build a case for adjusting your budget that could pay off big in 2016.

So how did your mobile ads perform over the holidays? Tell us what worked—or didn’t work—for you. We’d love to hear!

holiday_discoveries_cover_2015Also, if you’re looking for more mobile performance data, make sure to grab a copy of the Holiday Discoveries Report. Inside you’ll find more data around tablet and desktop performance, and an in-depth look at Thanksgiving through Cyber Monday results.

One Response

  1. Hey Andrea,

    Great article and really vital information for all online retailers. Mobile has become central to all online searches, even for retail sectors that would might be considered more conservative. For example we operate in the jewelry sector and you would think that most people would use computers (i.e. desktops/laptops) or tablets for any searches to do with jewelry.
    While this was the case just 1 year ago, in the last 12 months searches for jewelry using mobile devices has sky-rocketed- the increase has been 100% within the last year. We undertook research on this and published the details a few weeks ago. You can read all of the research on our blog at:

    Thanks again for the article- it’s very helpful,

    Karus Chains

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