This holiday season, more than half of online visits to retail e-commerce sites will come from mobile devices. That’s the prediction from the Adobe Digital Insights team in their annual Holiday Predictions report. The overall study analyzed 1 trillion visits to over 4,500 retail websites, 55 million SKUs, and 12 million social mentions. They also conducted companion survey research with 1,100 U.S. consumers.
One key finding predicts that over 54% of retail store visits will come from smartphones and tablets, surpassing desktop computers for the first time. That means that mobile will have a bigger share of the predicted $107.4 billion in online holiday spending this year, up from $94.4 billion in 2016.
While desktop purchases still account for two-thirds of revenue year-round, mobile is often the starting point for many shoppers. ADI is predicting that consumers will visit retailer websites from their mobile devices more than from their desktops to kick off their holiday shopping.
According to ADI, high-growth companies see more smartphone visits and revenue growth than below-average-growth companies year-round.
ADI also found that 64% of shoppers already have a retail app on their mobile devices, but only 32% will download an app specifically for holiday shopping.
Other predictions from the report:
- Cyber Monday is forecasted to be the largest online shopping day in history, with $6.6 billion in online sales predicted, up 16.5 percent from 2016.
- Thanksgiving online spending is expected to grow 15 percent this year to $2.8 billion.
- One-sixth ($19.7 billion) of online holiday spending will occur between Thanksgiving and Cyber Monday.