Cyber Weekend 2017 sees record-breaking mobile shopping growth
It seems every year we learn that Cyber Weekend — the five-day period between Thanksgiving and Cyber Monday — drives astronomical sales. This year, revenue drawn from shopping on smartphones also saw a record-breaking 39.2% YoY growth. According to the National Retail Federation, 63% of smartphone owners used their mobile devices to make holiday purchasing decisions, and 29% used their phones to make actual purchases.
At LivePerson, we saw this uptick in mobile growth reflected in a 72% YoY increase in mobile interactions and an incredible 188% increase in first-time messaging conversations since 2016 on our platform. It’s clear that consumers want conversational interfaces like messaging apps on smartphones as their default conduit for communicating with brands.
To gain further insight into how consumers approached shopping this Cyber Weekend, we worked with Internet Retailer on a survey of 1,000 Americans age 18+ who browsed online or in store between Thanksgiving Day and Cyber Monday. Key findings include:
Of those who shopped online, nearly a quarter (24%) completed all of their purchasing on a smartphone or tablet.
Many consumers would be willing to spend $50–$100 to have an assistant do all of their holiday shopping.
More than a quarter (28.4%) of consumers believe a bot would pick out a better gift for them than their own mother.
Our research found that 60% of respondents purchased something online during Cyber Weekend. Of those, 54% conducted at least half of their shopping on their smartphone or tablet. This was even higher for younger consumers. Over a quarter (27%) of those 18–44 years of age stated they made 100% of their purchases on a smartphone or tablet. This figure is compared to 19% for those 45 years and older.
With more consumers opting to shop on their mobile devices, it’s more important than ever for retailers to create a seamless digital experience with easy access to help in the way consumers prefer to communicate: through conversational interfaces such as messaging.
While younger consumers preferred shopping on their smartphone or tablet, it’s worth noting that 51% Cyber Weekend shoppers age 35–44 also made their purchases exclusively online. For those who did not complete a purchase online, the main obstacle was not being able to find the product they were looking for.
When it comes to mitigating stress related to holiday shopping, most consumers reported they would be willing to spend between $50 and $100 to have an assistant do all of it for them. For a small handful of respondents, the price tag to be worry free about shopping scaled as far as $500 to $2,000!
While Cyber Weekend may be over, there is still plenty of shopping to be done. A majority (67%) of consumers still have 50% or more of their holiday shopping to do, and, for most (56.7%) consumers, at least half of it will be done online. Retailers still have an incredible opportunity to enhance the holiday shopping experience, leveraging bots and AI in a conversational interface to assist consumers and avoid shopping cart abandonment.