Black Friday 2013: All Eyes on Mobile
By Aaron Rudger | November 25, 2013
This year’s Thanksgiving holiday weekend is shaping up to be another record-breaking period for online retail. Predictions estimate that nearly half of all US consumers (46%) will shop online Cyber Monday and that the Internet will be more popular than any other shopping venue—including discount department stores.
One of the biggest drivers of this increase is the consumer’s growing love affair with her smartphone. The latest Google/Ipsos study finds that 1 in 4 smartphone owners plan to make purchases using their smartphone this year, up 21% over last. So while many retailers have been optimizing their websites for the growing demand, the question remains as to where they will be prepared for the onslaught anticipated from mobile consumers on smartphones and tablets—specifically purchase transactions.
Ready for Mobile?
Keynote measured the home pages of 580 mobile-optimized sites over the summer and found that site availability during this non-peak period averaged 98.5%, with only 3 in 10 sites hitting 100%. [View our new infographic below summarizing these and other findings.] Last year, we found that response times for mobile site home pages doubled on Cyber Monday. This suggests that the retail industry may not be totally prepared for the spikes in traffic to their mobile sites that come on Black Friday and Cyber Monday this year.
3-screen Shopping Speed & Reliability
Keynote announced today that we are monitoring mobile web performance through the holiday season with special attention on mobile commerce transactions. Keynote already publishes indices measuring the performance of different shopping journeys (apparel, entertainment and electronics), but for the desktop experience only. Now through December, we will add smartphone and tablet end user measurements to the electronics shopping transaction index—the full 3 screen experience.
Watch our Twitter timeline and this blog for updates on the retail industry’s performance this weekend. And mark your calendar for mid-January when O’Reilly media will host a detailed review of our data and findings from this study (stay tuned for registration info). Even if you aren’t a retailer, we’re certain you’ll find the data valuable as you pursue your own performance journey.