Thanksgiving, Black Friday, Cyber Monday – an influx of family, friends, shopping and…mobile. Consumers took to their mobile devices in droves this past holiday weekend. One report from IBM, in fact, revealed that mobile sales made up more than 16% of Black Friday sales this year compared to 9.8% last year.
In analyzing our own network data, we compiled the below three findings that stood out most.
1) Increases in Ad Engagement
Similar to Thanksgiving last year, this holiday weekend we saw an increase in consumer engagement with mobile ads on the Jumptap network. Click-through rates on the days surrounding Thanksgiving were once again higher than average, showing that consumers are using down-time with their families to check out mobile ads and offers.
2) Different (Mobile) Strokes for Different Folks
We isolated mobile consumers on our network who fall into four buckets: Moms, Male Sports Fanatics, Techies, and Affluent Consumers. We then looked at how their mobile usage ebbed and flowed over the holiday weekend. The graphic below shows when mobile behavior spiked for each group.
Mobile usage spiked for Moms at lunchtime the day before Thanksgiving and at 8:00 a.m. on Thanksgiving itself, showing they may have been checking for last minute recipes or posting to social networks about their plans. Male Sports Fanatics were taking part in some late-night mobile activities the eve of Thanksgiving and Black Friday possibly checking scores or getting cabs home from a late night at a sports bar. Usage from Techies was up and down throughout the weekend, but their highest usage was on Sunday when they may have been on their tablets getting ready for the work week or shopping for new tech gadgets. Affluent consumers also saw their two highest points of usage at the end of the weekend. In their case, mobile usage spiked on Sunday and on Cyber Monday when they may have been buying or researching luxury holidays gifts.
3) The Ups and Downs of Mobile Behavior By Audience
Looking at the same audience groups as above, we noticed that there were not only different peak times for each group, but also drastically different patterns of high’s and low’s. Isolating just Moms and Techies below, we see that Moms consumed mobile content pretty steadily throughout the holiday weekend, while usage from Techies was more scattered.
Mobile Usage Wednesday 11/21/12 Through Monday 11/26/12