TribLIVE

| Business


 
Larger text Larger text Smaller text Smaller text | Order Photo Reprints

Smartphones key mobile growth

About Kim Leonard
Kim Leonard 412-380-5606
Assistant Metro Editor
Pittsburgh Tribune-Review


By Kim Leonard

Published: Thursday, Jan. 17, 2013, 12:01 a.m.

Shoppers tapping away at smartphones played a big role in ringing up a 171 percent increase in holiday sales via mobile websites developed and tracked by Branding Brand.

The South Side-based mobile commerce company monitored 84 retail sites, compared the latest numbers to holiday 2011 and concluded the results show an “explosion in mobile as a channel,” said Chris Mason, CEO and co-founder.

It looked at 35 days, from the day before Thanksgiving through Christmas Day. American Eagle Outfitters, The Children's Place, Dick's Sporting Goods, Ralph Lauren and Sephora are among Branding Brand's clients.

Total sales for the holiday season rose 3 percent to $579.8 billion, the National Retail Federation said, with results falling short of the trade association's forecast of 4.1 percent growth. Online sales grew 11.1 percent. Sales were $58.7 million at the 84 mobile sites tracked by Branding Brand.

While mobile shopping remains a small slice of total sales, “it's something to pay a lot of attention to because it's growing so strong, so quickly,” retail expert Jeff Green of Jeff Green Partners LLC in Phoenix said Wednesday.

With retailers adding mobile sites and apps, “the landscape in shopping is going to continue to change rapidly” and probably more so for younger shoppers, he said, adding he isn't comfortable shopping via mobile device yet.

The retail federation's Shop.org predicted all online sales, from desktop as well as mobile computers, would grow 12 percent in November and December, but actual results weren't available.

Branding Brand said 30 percent more visitors to mobile sites it tracked bought something. On average, “There were 137 page views every second and 12 orders every minute” on the sites.

In all, 21 percent of traffic counted came from smartphones. Another 12 percent came from tablet computers, and traditional desktops and laptops accounted for the rest.

Busiest times: 9 p.m. Thanksgiving Day for smartphone visits to the sites, as shoppers researched Black Friday deals, and 11 p.m. on Cyber Monday for revenue generated via Internet-connected phones.

Kim Leonard is a staff writer for Trib Total Media. She can be reached at 412-380-5606 or kleonard@tribweb.com.

 

 
 


Show commenting policy

Most-Read Business Headlines

  1. Wages have soared in Pittsburgh, but economy appears to have stalled
  2. Judge won’t order recalled GM cars to be parked
  3. Secret Service close to understanding Target data breach
  4. Facebook feature lets users locate nearby pals
  5. Wal-Mart rolls out money transfer service
  6. Emboldened by Italy move, QVC to expand into France
  7. Former BP employee settles insider-trading charges
  8. Target expands subscription service tenfold
  9. Applications for jobless aid edge up
  10. PPG shareholders vote against proposals; sales, profit see double-digit increases
  11. NBA player plans Russia’s 1st Hooters
Subscribe today! Click here for our subscription offers.