Cross-Device Drives Record Breaking Cyber Week Sales

Tapad knows today’s always-on holiday shopper. In addition to growing online sales and changing consumer behaviors, Tapad saw a 300% lift in device usage last Thanksgiving.During Cyber Week – the five day period from Thanksgiving to Cyber Monday – 80% of conversions for Tapad holiday-specific campaigns occurred because the user was exposed on multiple devices. While 65% of conversions took place on a computer, 57% of purchases were the direct result of campaigns delivered on mobile devices.

Fresh off the heels of Cyber Week, we took a look at industry trends and Tapad campaign results to see how cross-screen behaviors drive digital conversions. Here’s what we found. 

Cyber Weekend Rivals Cyber Monday

Cyber Monday – the heaviest online spending day in U.S. history – surpassed $3B in total digital sales, according to comScore. Saturday spend reached the $1B mark for the second year in a row and Sunday earned its first ever billion-dollar online shopping day. Collectively, the two days accounted for $2B in digital sales – an 8% increase year-over-year.Tapad campaigns yielded similar results. As the majority (41%) of conversions happened on Cyber Monday, more than 21% of conversions occurred on Black Friday. Post-Thanksgiving weekend, e-commerce is poised to catch up to Cyber Monday thanks to connected consumers researching and purchasing on the go. 

Shoppers Research Cyber Monday Deals On Mobile Devices

Thanksgiving through Cyber Monday, shoppers favored the small screen. Tapad saw a 13% increase in mobile usage week-over-week, as well as a rise in mobile bid requests and wireless network traffic. Smartphone and tablet usage at home increased from 4pm-11pm on Sunday and peaked at 7pm, as shoppers scoured sites for Monday deals. 

Mobile Shoppers Shift From Browsers to Buyers

This year, more purchases were made on smartphones and tablets than ever before. Approximately 27% of total digital Cyber Monday commerce – totaling $838M – was spent on mobile devices alone.1 Additionally, there was a drastic decrease in computer traffic until Tuesday when shoppers browsed extended Cyber Monday deals at work and in the home. 

Cyber Week Shoppers Convert On Computers...At Work

Computer conversions are still king. comScore reports that Cyber Week purchases from desktop computers surpassed $7B, up 10% from last year. But did you know 52% of Cyber Monday spend occured on work computers? During the day, Tapad saw a 23% spike in traffic from corporate networks. Peak times for campaign conversions occurred at 1pm and 5pm – coinciding with the end of lunch breaks and the work day. Our servers were met with a second wave of traffic from 8pm and 9pm browsing for closeout deals. Cyber Monday wound down when they returned home from work. As Cyber Week sales comes to a close and holiday sales continue to ramp up, we wish all of our partners and clients a prosperous, healthy season!  

1comScore, 2015.