Black Friday saw significant increases in smartphone and tablet shopping, according to Branding Brand, an e-commerce platform provider.

South Dakota consumers, according to Branding Brand, were also a “high converter” state in using mobile technology to shop.

Saturday, the company released the results of its Mobile Commerce Index for Black Friday. They report just over one-third of all Black Friday online revenue came from shoppers on mobile devices, up 48 percent over last year. Ninety percent of these consumers were on Apple devices.

According to Branding Brand's sample of 35 North American retailers running on its commerce platform, mobile devices (smartphone and tablets combined) produced 2,196,611 visits, 47,762 orders, and $5,537,044 in revenue on Black Friday.
In addition, mobile devices generated:

  • 57 percent of all online visits (79 percent iOS; 19 percent Android; 2 percent Other)
  • 40 percent smartphones
  • 17 percent tablets
  • 35 percent of all online orders (84 percent iOS; 15 percent Android; 1 percent Other)
  • 18 percent smartphones
  • 17 percent tablets
  • 34 percent of all online revenue (90 percent iOS; 9 percent Android; 1 percent Other)
  • 16 percent smartphones
  • 18 percent tablets

Compared to 2013, Branding Brand's Mobile Commerce Index showed the following year-over-year increases for the same 35 retailers:

  • Mobile market share of all online visits increased 24 percent
  • Mobile market share of all online orders increased 30 percent
  • Mobile market share of all online revenue increased 48 percent

Mobile shopping visits peaked at 10:00 AM EST, while mobile revenue surged at 11:00 AM EST. Louisiana, West Virginia, Indiana, Iowa, and South Dakota were the highest-converting states in the United States.

Additional reports on the entire Thanksgiving through Cyber Monday period will be released throughout the week at blog.brandingbrand.com.

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