Mobile shoppers dominated Black Friday and Cyber Monday weekend

David Bochsler, Regional Vice President for Asia Pacific at Contentsquare

New data from Contentsquare, the global leader in digital experience analytics, has revealed that mobile shopping dominated the biggest shopping month of the year in Asia Pacific.

The analysis follows Black Friday and Cyber Monday (BFCM), created by Contentsquare using data from over 4bn sessions globally, in 6 industries and 6 markets in APAC.

Even as retail begins to reopen physical stores across the region, the findings suggest that customers continue to pivot towards the ease and safety of online shopping during the biggest shopping season, with a significant lift in mobile compared to desktop traffic.

Contentsquare’s key BFCM findings

Mobile trumped desktop shopping globally

Over 90% uplift globally in mobile traffic during the BFCM weekend compared to October.

Desktop traffic saw a more modest increase in the same period, with +46% increase in traffic.

Mobile traffic surge in APAC over BFCM weekend

There was a significant lift experienced in Australia.

There was an experienced increase of 19% of mobile shoppers over the same period across the Asia Pacific region with Australia recording a greater significant lift at 42%.

Purchasing over desktop is still the preference

As mobile traffic prevailed over the weekend, there was an increase in desktop conversions.

109% increase was experienced in desktop conversions over BFCM compared to rest of November, in comparison to mobile conversions at 75% seen over the same period.

SEO drove most traffic but advertising drove more purchases in APAC

Australia’s Black Friday and Cyber Monday experiences were an exception.

The highest number of sessions were driven by SEO at 32%. However the highest number of buying sessions (29%) was driven by the search engine advertising (SEA).

In Australia, the opposite is true, as 29.7% of sessions in Australia came from SEO. However the highest number of buying sessions recorded at 31.9% was driven via SEA.

Highest traffic for consumer electronics

Globally, consumer electronics received the highest direct traffic at 27.6% in the survey.

This was followed by Fashion Retail at 27.3% and Grocery at 24.9%.

Highest jump for Beauty over BFCM weekend

Global desktop traffic in beauty products rose 70.9%  versus the rest of November.

On the lowest end, consumer goods only saw a 7.91% increase over the same period.

Comments on Contentsquare’s survey findings

David Bochsler, the Regional Vice President for APAC at Contentsquare elaborated more.

“This year, our real-world insights from the busiest shopping season of the year reinforce the need for e-commerce industry players to optimise the mobile user experience.”

“Contentsquare’s 2021 Digital Experience Benchmark study managed to show that over two-thirds of total website traffic in Asia Pacific came from smartphones in 2020.”

“The trend is looking like it is set to continue as customers are increasingly relying on their mobile phones for convenient, socially-distanced access to goods and services.”

“In order to unlock the incredible potential of this user environment, corporate brands need to better understand how consumers interact with them on their smartphones.”

“There is a remarkable opportunity available to harness digital experience analytics so as to create better digital experiences for maximum impact and greater conversions.”

The Contentsquare platform analyses customer behaviour through trillions of anonymous web, mobile and app interactions, and transforms this knowledge into intelligent recommendations that increase user conversion, revenue, engagement and growth.

Contentsquare’s $500m Series E funding plus acquisitions of Hotjar and Upstride have positioned the company to make great strides in innovation and global expansion.

It continues to commit to global initiatives like digital accessibility, bolstered by its 2020 acquisition of AdaptMyWeb and subsequent launch of the Contentsquare Foundation.

Contentsquare also advocates for digital privacy which is facilitated through the company launching of the industry’s first cookieless experience analytics solution.

Want more insights?

Join Contentsquare on January 18th at their virtual power hour workshop to break down the biggest shopping days of 2021 and uncover key learnings to influence 2022 strategy.