A new study just released this morning (12/1/09) from Novarra 'The Internet Mobility Company' confirmed what many thought would happen. Web traffic skyrocketed during the Black Friday to Cyber Monday shopping periods, especially from web enabled and smart phones.
Novarra, the Internet Mobility company, provides a high performance mobile internet product suite for operators, handset manufacturers and internet brands to create new services and revenue streams for smartphones and mobile broadband devices to mass-market feature phones and emerging market handsets.
The study states an increase of >1209% on Black Friday and 110% on Cyber Monday;
Page views from mobile phones for bestbuy.com, walmart.com, argos.co.uk and other retailers up dramatically during holiday shopping season kick off...
Specific data concluded;
- For retailers, Black Friday beats Cyber Monday in the US: average page view increases via mobile for US retailers were up on average 388 percent for retailers tracked on Black Friday but only 160 percent on Cyber Monday. In the UK, where Black Friday is not a retail event, page views were up a more modest 40 percent on Friday the 27th and 23 percent on Monday the 30th.
- The Black Friday US winners were: bestbuy.com (792 percent), walmart.com (740 percent), sears.com (492 percent) and macys.com (447 percent). UK retailer argos.co.uk was a standout in that market with a 395 percent increase.
- As expected, traffic to Black Friday ad sites and Cyber Monday shopping sites, including bfads.net and cybermonday.net, skyrocketed nearly 100,000 percent for the week of November 24-30 as consumers checked for the best “door buster” and online deals, with a steep peak leading up to Black Friday
While there are no proven theories as to why this happened, a previous article interviewing Kurt Roemer, Chief Security Strategist for Citrix may shed some light on it. There are suggestions that people are fearful of external shopping due to swine flu, debit card data being stolen and so forth.
Whatever the rhyme or reason, retailers should still be happy as people are spending their money. Whether it goes to Best Buy in Nashua NH, or www.bestbuy.com, Best Buy still gets the money, and the profit. Online shopping may even be more profitable, as some online retailers drop ship from the manufacturer or a shared wharehouse space, shaving overhead cost.
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