In May 2015, mobile devices accounted for 53% of online visits, a 10% increase from May 2014. Mobile devices generated 27% of online revenue, a 17% increase over the previous year. Smartphone conversions increased 33% compared to May 2014, while desktop conversions decreased 3%. During Memorial Day weekend, 29% of total visits and 35% of revenue occurred on Monday, when visits were 23% higher and conversions 41% higher than average daily rates.