black friday uk retail results
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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%