The Cyber Five kicks off the holidays and includes the largest shopping days of the year: Thanksgiving, Black Friday, Saturday, Sunday, and Cyber Monday. This year, we sampled 50 U.S. retailers and analyzed 44 million visits across smartphone, tablet, and desktop devices to discover the latest online shopping trends.

1. The Cyber Five holiday shopping report

2. 03 09
07 12
05 11
08 14
04 10
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08 15
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Table of Contents
LARGEST DAYS IN ONLINE SHOPPING NEW VS. RETURNING VISITORS MARKET SHARE
AVERAGE ORDER VALUE TABLET ANDROID OS VERSIONS MARKET SHARE
REVENUE MARKET SHARE SMARTPHONE iOS VERSIONS MARKET SHARE
ON-SITE SEARCH HIGHLIGHTS FROM THE CYBER FIVE
VISITS MARKET SHARE OPERATING SYSTEM MARKET SHARE
PAGES PER VISIT HIGHEST MOBILE REVENUE PER VISIT BY STATE
CONVERSION TABLET iOS VERSIONS MARKET SHARE
MOBILE TRAFFIC SOURCES DATA USED
REVENUE PER VISIT SMARTPHONE ANDROID OS VERSIONS MARKET SHARE
2
The Cyber Five | Branding Brand

3. $46,474,559
10,064,833
11,505,878
$68,897,684
revenue
visits
Largest Days in Online Shopping
During the Cyber Five, online mobile (smartphone and tablet) and desktop visits totaled 43,893,933,
and online revenue totaled $193,383,597. Online retailers experienced the largest number of visits
and revenue on Cyber Monday, followed by Black Friday.
THANKSGIVING 11/26 SATURDAY 11/28BLACK FRIDAY 11/27 SUNDAY 11/29 CYBER MONDAY 11/30
3
The Cyber Five | Branding Brand

4. 26%
24%
Year-over-Year Change in
Visits Market Share
Visits Market Share
Mobile devices accounted for 60% of total online visits, a 13% year-over-year increase.
U
smartphone tablet desktop
change in desktop
visits market share
22%
change in tablet
visits market share
change in smartphone
visits market share
Compared to last year's Cyber Five,
smartphone's share of total online visits
increased 26%.
The Cyber Five | Branding Brand
40%
13%
47%
4

5. 47%
0%
Year-over-Year Change in
Revenue Market Share
smartphone tablet desktop
change in desktop
revenue market share
18%
change in tablet
revenue market share
change in smartphone
revenue market share
Revenue Market Share
68%
19%
13%
Mobile devices accounted for 32% of total online revenue, an 11% year-over-year increase.
Compared to last year's Cyber Five,
smartphone's share of total online revenue
increased 47%.
$
5
The Cyber Five | Branding Brand

6. Conversion
desktop
88%
tablet
86%
smartphone
103%
desktop
87%
tablet
88%
smartphone
89%5.46%
4.25%
1.85%
$7.40
$5.44
$2.46
Compared to November 2015
Compared to November 2015
Mobile conversion increased approximately 89% compared to an average
day from November 1-25.
Mobile RPV increased approximately 95% compared to an average day
from November 1-25.
Revenue Per Visit
On average, mobile RPV was $3.10 during the Cyber Five.
On average, mobile conversion was 2.37% during the Cyber Five.
6
The Cyber Five | Branding Brand

7. Average Order Value
desktop
30%
tablet
10%
smartphone
6%
desktop
1%
tablet
1%
smartphone
1%$150.26
$138.67
$133.15
6.1
5.7
4.9
Pages Per Visit
Compared to November 2015
Compared to November 2015
Mobile AOV increased approximately 1% compared to an average day
from November 1-25.
Mobile PPV increased approximately 7% compared to an average day
from November 1-25.
On average, mobile shoppers viewed 5.1 pages per visit during the Cyber Five.
On average, mobile AOV was $135.40 during the Cyber Five.
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The Cyber Five | Branding Brand

8. Mobile Traffic Sources
During the Cyber Five, nearly half of all mobile visitors arrived from search.
On-Site Search
desktop
8%
tablet
2%
smartphone
7%7.9%L
9.0%L
8.1%L
search 46% referral 8%direct 26%email 20%
On average, mobile on-site search was 8.3% during the Cyber Five.
Compared to November 2015
Mobile on-site search increased approximately 5% compared to an average
day from November 1-25.
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The Cyber Five | Branding Brand

9. 2-5 VISITS: 25% 6-15 VISITS: 8% 16+ VISITS: 7%
2-5 VISITS: 29% 6-15 VISITS: 11% 16+ VISITS: 9%
New vs. Returning Visitors Market Share
new 46%
new 51%
new 60%
returning 54%
returning 49%
returning 40%
2-5 VISITS: 31% 6-15 VISITS: 13% 16+ VISITS: 10%
Approximately half of all mobile visitors were new to the site during the Cyber Five. Across all devices, at
least a quarter of all returning visitors were on their second through fifth visit.
9
The Cyber Five | Branding Brand

10. visits revenue
100%
0%
iOS Android
Operating System Market Share
visits revenue
100%
0%
iOS Android
35% 15%31% 10%
65%
85%
69%
90%
Approximately two-thirds of all smartphone shoppers
used an iPhone during the Cyber Five.
SMARTPHONE
More than 4 out of 5 tablet shoppers used an iPad
during the Cyber Five.
TABLET
10
The Cyber Five | Branding Brand

11. Smartphone iOS
Versions Market Share
Tablet iOS
Versions Market Share
iOS 9 accounted for 75% of all iOS smartphone visits and 76% of
all iOS smartphone revenue.
iOS 9 generated 59% of all iOS tablet visits and 57% of all iOS
tablet revenue.
VISITS
U
iOS 9
iOS 8
iOS 7 & older
REVENUE
iOS 9
iOS 8
iOS 7 & older
U
$
iOS 9
iOS 9
iOS 8
iOS 8
iOS 7 & older
iOS 7 & older
75%
59%
57%
19%
28%
30%
6%
13%
13%
20%
76%
REVENUE
VISITS
4%
$
11
The Cyber Five | Branding Brand

12. VISITS
REVENUE
Lollipop accounted for 69% of all Android smartphone visits and
76% of all Android smartphone revenue.
Lollipop generated 30% of all Android tablet visits and 33% of all
Android tablet revenue.
$
Lollipop
KitKat
Jelly Bean & older
U
Lollipop
KitKat
Jelly Bean & older
REVENUE
Lollipop
KitKat
Jelly Bean & older
Smartphone Android OS
Versions Market Share
Tablet Android OS
Versions Market Share
33%
25%
44%
6%
VISITS
Lollipop
KitKat
Jelly Bean & older
U
30%
44%
26%
23%
20%
69%
76%
4%
$
12
The Cyber Five | Branding Brand

13. During the Cyber Five, shoppers from Wyoming spent the most money per mobile visit.
$3.64
Wyoming
$3.60
West Virginia
$3.30
Vermont
$3.38
Kentucky
$3.29
Indiana
Highest Mobile Revenue Per Visit by State 13
The Cyber Five | Branding Brand

14. Highlights from the Cyber Five
• Compared to last year's Cyber Five, smartphone's share of
total online visits increased 26%. (page 5)
• Mobile conversion increased approximately 89% compared to
an average day from November 1-25. (page 7)
• During the Cyber Five, Cyber Monday experienced the largest
number of visits and revenue, followed by Black Friday. (page 4)
• Mobile AOV increased approximately 1% compared to an
average day from November 1-25. (page 8)
• On average, mobile shoppers viewed 5.1 pages per visit
during the Cyber Five. (page 8)
• Mobile on-site search increased approximately 5% compared
to an average day from November 1-25. (page 9)
• During the Cyber Five, nearly half of all mobile visitors arrived
from search. (page 9)
• Approximately half of all mobile visitors were new to the site
during the Cyber Five. (page 10)
• Compared to last year's Cyber Five, smartphone's share of
total online revenue increased 47%. (page 6)
• Approximately two-thirds of all smartphone shoppers used an
iPhone during the Cyber Five. (page 11)
• More than 4 out of 5 tablet shoppers used an iPad during the
Cyber Five. (page 11)
• iOS 9 accounted for 75% of all iOS smartphone visits and 76%
of all iOS smartphone revenue. (page 12)
• Lollipop generated 30% of all Android tablet visits and 33% of
all Android tablet revenue. (page 13)
• iOS 9 generated 59% of all iOS tablet visits and 57% of all iOS
tablet revenue. (page 12)
• During the Cyber Five, shoppers from Wyoming spent the
most money per mobile visit. (page 14)
• Lollipop accounted for 69% of all Android smartphone visits
and 76% of all Android smartphone revenue. (page 13)
• Mobile revenue per visit increased approximately 95%
compared to an average day from November 1-25. (page 7)
14
The Cyber Five | Branding Brand

15. Branding Brand launches and optimizes online and in-store shopping experiences for the
world's leading retailers, including Barnes and Noble, American Eagle Outfitters, and
Sports Authority. Over two billion customers a year shop on the Company’s patented
platform, arming its analysts with the largest collection of data on usability best practices.
For more holiday trends, visit blog.brandingbrand.com.
About Branding Brand
Data Used 15
WHEN
The Cyber Five
November 26-30, 2015
WHO
50 Retailers
U.S. only
WHAT
Sites & Apps
Mobile* & Desktop
Branding Brand powers web, app, and in-store experiences for 200 major brands. This report
contains data from a sample of clients running on its platform.
*Mobile includes smartphone and tablet devices
The Cyber Five | Branding Brand