Smartphones Finally Beat Tablets

Something finally happened on Black Friday 2015: For the first time in the US, the smartphone exceeded tablet’s percentage of online sales. It’s a sign that people are going beyond simply researching or looking up price comparisons from their phones. They are actually following through with purchases, often within the same shopping session.

Black Friday 2015 Performance by Device

While big news, it’s not totally unexpected that smartphones would eventually pick up their game (in fact, by 70% over last year). These increasingly ubiquitous little objects have a lot going for them. Mobile web navigation is getting better. It’s now (ever so slightly) less frustrating to enter payment information and checkout from a smartphone. Also, since more retailers are providing discounts and promotions at the omni channel level, shoppers can trust that the price they see on their phones represent the best deal out there.

All of this means that customers are becoming more comfortable with buying something in the moment, rather than waiting to do so from a larger screen.

It can happen on a subway platform or directly within the aisles of your competitor’s flagship brick and mortar store.

In addition to the sales, smartphones represented the single largest source of digital traffic on Black Friday (nearly 45%). But from a revenue perspective desktop beat smartphones by a whopping 3X. Clearly there is still a lot of room for smartphone’s to convert at a higher level.

Consumers have proven that they are increasingly willing to buy straight from their phones. Now it’s up to retailers to live up to their expectations and deliver shopping experiences where products are even easier to find and purchase from tiny screens.

So what is your brand’s plan of attack?

Stafford McKay

Stafford is the former Director of Content at Reflektion. He’s passionate about eCommerce Marketing, Technology, and Lake Michigan. When he’s not writing content, he can be found out on the water in the 1938 Chris Craft he shares with his family.