Blackfriday 2015 The Results! via the IBM Customer Engagement Account.

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Move Over Desktop
Black Friday traffic from mobile devices
exceeded that of desktop for the first time.
BLACK
FRIDAY
2015
21.5%increase in
U.S. online
retail sales over
2014
Continue the conversation at #WatsonTrend
43%
57%
Online
traffic
Up 15%
over 2014
Online
sales
Up 30%
over 2014
64%
36%
Mobile Devices Desktop
Black Friday continued to capture consumer attention as
U.S. online retail sales reached new highs and mobile devices
dominated the landscape of online shopping.
Smartphones Gained on Tablets
Smartphones are gaining on tablets in both browsing and buying.
On Black Friday, smartphones outpaced tablets in percentage sales.
2014 2015 2014 2015
45%
35%
15%
12%
12%
15%
16%
21%
Average
order
value
$128
4
Items
per
order
iOS outpaced Android
Apple device users are more prolific browers
and buyers than Android users.
Traffic
Sales
AOV $108Andoid
$126iOS
17%
40%
8%
28%
Retailers Capture Shopper Attention
8:44
Average session length,
up from 6:49
for Jan-Oct 2015
8.8
Average page views,
up from 7.2
for Jan-Oct 2015
31.3%
Bounce rate
down from 35.8%
for Jan-Oct 2015
While consumer attention spans have decreased over time, Black Friday
deals continue to capture shopper interest and engagement online.
AOV $112Smartphones
$136Tablets
0
10
20
30
40
50
0
5
10
15
20
25
Research is based on aggregated and anonymous data from U.S. retail web sites, analyzing millions
of online sessions and transactions a day.
Traffic Sales