Media Alert: Adobe Data Shows 46 Percent of Retail Traffic Driven by Mobile
November 25 2015 - 3:54PM
Business Wire
$27 Billion Spent Online so far; Star Wars’ Kylo Ren, Xbox
One, Samsung Gear VR, and GoPro HERO3 Top Sellers
Adobe (Nasdaq:ADBE) today released its first set of 2015 Digital
Index Online Shopping data for the holiday season. Between November
1 and November 24, nearly $27 billion have been spent online, 8.5
percent more than in 2014. Mobile devices continue to play a
dominant role in online shopping, driving 46 percent of visits to
retail sites and 24 percent of sales ($6.32 billion). Top selling
products so far include Samsung and LG TVs, iPad Minis, Dyson
vacuum cleaners, and Dell Inspiron computers, some of which were
heavily discounted. Amazon has driven more than 100,000 global
social mentions related to Black Friday alone, more than any other
U.S. retailer.
“Discounts are currently averaging 21 percent and out-of-stock
incidents are already higher than last year by 5 to 10 percent,”
said Tamara Gaffney, principal research analyst, Adobe Digital
Index. “Consumers should shop early to secure popular gift items.
Top selling products like the Xbox One, Samsung Gear VR, Star Wars’
Kylo Ren, and the GoPro HERO3 are already low in stock.”
Adobe’s insights are based on aggregated and anonymous data from
more than 1.7 billion visits to 4,500 retail websites. Adobe’s
retail reports offer the most comprehensive data compilation in the
industry, measuring 80 percent of all online transactions from the
top 100 U.S. retailers. Seven dollars and fifty cents out of every
10 dollars spent online with the top 500 U.S. retailers go through
Adobe Marketing Cloud. Social media findings are based on more than
100 million global social mentions captured and analyzed from
blogs, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram,
Tumblr, Foursquare, YouTube, WordPress, and others. The tremendous
volume of data puts Adobe in the unique position to deliver highly
accurate, census-based online sales totals, pricing and product
availability trends.
Key findings include:
- Mobile Impact - Mobile shopping
is ahead of expectations with 46 percent of online retail visits
coming from a smartphone (35 percent) or tablet (11 percent).
Mobile has generated $6.3 billion in online sales, which represents
about 24 cents on the dollar for online sales.
- Total Spend - Consumers have
spent $26.8 billion this season so far, $98.10 on average per
Internet user. The average order value increased by seven percent
year-over-year (YOY) to $125.63. November 11 (“Singles’ Day”) set a
new U.S. sales record with $1.35 billion and offered stronger
discounts than expected for apparel and electronics, averaging 20
percent. Total online sales this holiday season are still expected
to grow 11 percent YoY.
- Pricing Trends – Discounts
averaged 15 percent so far this season and continued to increase
since last weekend. Promotions on Monday, November 23, and Tuesday,
November 24, were in-line with Adobe’s predictions, 22 and 21
percent discounts on average, respectively.
- Top Online Retailers – Amazon
and eBay lead online retailers with more than 20 million social
media conversations, nearly two and a half times more social buzz
than the top five brick-and-click retailers (Target, WalMart, Gap,
H&M and Best Buy) combined. Amazon has driven more than 100,000
social mentions related to Black Friday alone – more than any other
retailer.
Helpful Links
- Adobe Digital Index 2015 Holiday Online
Shopping Predictions (Full Report)
- Interactive Infographic: Adobe Digital
Index Holiday Spending Report
- CMO.com Article
- Press Release: Adobe Data Shows 76
Percent of Online Holiday Sales Will be Spent on 1 Percent of
Product SKUs
- Adobe Digital Index Portal on
CMO.com
- Twitter
- Facebook
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20151125005863/en/
Adobe Systems IncorporatedCraig Corica,
415-832-5389ccorica@adobe.comStefan Offerman,
408-536-4023sofferma@adobe.com
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