For the first time, mobile traffic surpassed desktop traffic on Thanksgiving weekend, indicating a trend of increased mobile usage during the holiday season. Data from Mobify shows that mobile device usage continues to increase, Apple users spend more on average, and Facebook referrals drove higher order values than Pinterest. Over half of traffic on Black Friday came from tablets and smartphones, with some states seeing mobile traffic as high as 55% of total traffic.

1. Black Friday
Unwrapped
For the first time in history, mobile traffic
outpaced desktop on Thanksgiving Weekend.
This is indicative of a larger trend that we expect to see
continue through this holiday season.
As we unwrap the kickoff to the holiday shopping season,
we’ll walk you through some exclusive Mobify data that will
help you get a handle on what’s trending and where.
1. Mobile device usage continues to SOAR – and will
$
Top 3 Trends*
likely continue to all season
2. Apple Users SPEND MORE – on average, iOS users spent
24.3% more
3. FACEBOOK vs. Pinterest – Facebook referrals drove 10%
higher average order value
* Source: IBM benchmark solutions Black Friday report 2014
Which device were email visitors using?
Desktop
Smartphone
Tablet
14%
33%
53%
0 10 20 30 40 50 60 70 80 90 100
Pro Tip
Which device were social visitors using?
Desktop
Smartphone
Tablet
13%
39%
48%
0 10 20 30 40 50 60 70 80 90 100
Ensure that all posts/tweets/pins
look great on mobile and lead to
mobile-optimized landing pages. Pro Tip
Thanksgiving Weekend Revenue
The Mobile Upsurge
Last Year
75% 14% 11%
Desktop
This Year
Smartphone
68% 16% 16%
Desktop
Tablet
Thanksgiving Mobile Traffic Bump
Thanksgiving Weekend
47% 14% 39%
Desktop Tablet Smartphone
Early November
Make sure your emails and
email landing pages are mobile-first!
Smartphone
Tablet
51% 13% 36%
Desktop Tablet Smartphone
Black Friday Mobile Traffic by State
Mobile Traffic %
50% 55%
The majority of traffic in most states came from mobile devices.
We tended to see higher concentrations of mobile traffic coming
out of the Southeast.
Copyright Mobify ® 2014, all rights reserved.
All of our data is original, taken from a sample of large apparel companies
for the dates Nov 28 - Dec 1, except where specifically noted.