Smartphones key mobile growth
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 firstname.lastname@example.org.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.
- Tourists rush to visit Cuba before American influence felt
- Increased credit card use reflects confidence, flat wages
- If you get this letter from the IRS, it’s legitimate
- Home appraisal is below sales price — now what?
- Heinz merging with Kraft in mega-deal; headquarters to stay in Pittsburgh
- Komando: Boost cellphone signal when nixing landline
- Farmers fund research on gluten-free wheat
- Series of recalls could hurt Giant Eagle’s reputation
- U.S. Steel to idle Illinois plant, shed up to 2,080 more workers
- Falling demand for steel not likely to reverse any time soon
- Pa. Gas & Electric agrees to $6.8 million settlement of polar vortex claims