black friday uk retail results

© Copyright IBM Corporation 2015. IBM, the IBM logo and ibm.com are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.

For more information, go to ibm.com/watsontrendhub

Move Over DesktopNearly half of all online sales came from mobile devices on Black Friday

BLACKFRIDAY 2015

50% increase in

UK online retail sales over 2014

Continue the conversation at #WatsonTrend

37%

63%

Online traffic

Up 10% over 2014

Online sales

Up 15% over 2014

53%

47%

Mobile Devices Desktop

Black Friday continued to capture consumer attention as UK online retail sales reached new highs and mobile devices

dominated the landscape of online shopping.

Shoppers Prefer SmartphonesSmartphones were the device of choice on Black Friday, outpacing tablets in both browsing and buying.

Average order value

£82

3Items

per order

iOS Outpaced AndroidApple device users are more prolific browsers and buyers than Android users.

Traffic

Sales

AOV £71 Android £80 iOS

17% 45%

10% 37%

Retailers Capture Shopper Attention

6:21Average session length,

up from 5:50 for Jan-Oct 2015

7.7Average page views,

up from 7.0 for Jan-Oct 2015

28.7%Bounce rate

down from 34.9% for Jan-Oct 2015

While consumer attention spans have decreased over time, Black Friday deals continue to capture shopper interest and engagement online.

Research is based on aggregated and anonymous data from participating UK retail web sites.

Traffic

Sales

AOV £75 Smartphone £81 Tablet

44% 19%

25% 22%