Online sales in the US were up 16.1% on Black Friday 2015 compared to the Black Friday rush of last year, thanks to email marketing and mobile shopping, according to a Nov. 28 report from Custora E-Commerce Pulse, which tracks data from online retailers and 500 million anonymous shoppers.
Mobile shopping — e-commerce orders made on mobile phones and tablets — accounted for 36.1% of online shopping on Black Friday 2015. That’s a significant jump from the 30.3% of online orders recorded on Black Friday of 2014.
Consumers who shopped on mobile devices were most likely to do so on Apple devices, which accounted for more than three-quarters (77.6%) of all orders made on mobile devices.
This compares with just 22.1% of purchases made on Google Android devices. However, the report points out that the silver lining for Android devices is there was a slight increase from last year, when Android devices accounted for 19.5% of orders.