Thanksgiving online shoppers bought twice as much through phones as through tablets


Another reminder that if you’re mobile website stinks, you are handing sales to the competition.

An annual reminder for retailers: If you’re mobile website looks like crap on a phone, you are increasingly handing over sales to your competition.

More than a quarter of online sales on Thanksgiving — 27 percent to be exact — took place via mobile phones compared to 22 percent last year, according to Adobe, which tracks $7.50 of every $10 spent online. That mobile phone market share is more than double that of tablets, which accounted for just 13 percent of online sales on Thanksgiving, down from 15 percent on Thanksgiving 2015.

The remaining 60 percent of online sales this Thanksgiving happened on desktop or laptop computers, but that number continues to shrink each year as retailers improve the navigation and checkout experience on mobile websites and apps and consumers get more comfortable making purchases via phones.

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Still, visitors to mobile phone websites and apps convert into shoppers at a lower rate than those shopping via tablets or desktop computers. Only around 2 percent of visitors to a mobile phone website ended up making a purchase, compared to just under 4 percent on tablets and just over 4 percent on desktop sites.

Over time, payment features such as Apple Pay, Android Pay and PayPal One Touch are expected to help increase conversation rates on phones because they reduce the number of steps to make a purchase on mobile websites and apps.

Overall, Adobe predicts that online sales on Thanksgiving grew 11.5 percent over last year to $1.93 billion. Adobe originally expected that number to cross $2 billion, but steep discounts, as well as heavier-than-expected spending on Thanksgiving Eve, impacted Thanksgiving sales totals.

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