Consumers are more comfortable than ever buying on their mobile gadgets this holiday season.
Early indications in the first days of the season show that mobile devices are not only being used for product search and review, they are increasingly replacing desktops as the device where consumers click for purchase.
On Monday morning Adobe said early data for Cyber Monday activity showed mobile driving nearly 40% of online sales.
Not surprisingly, the smartphone is the key, driving most of the mobile traffic and sales. Smartphone traffic jumped 21% while sales coming from smartphone purchases surged a record 41% from a year earlier, according to Adobe. In yet another sign pointing to increased smartphone buying, Adobe’s data also showed smartphone’s average conversion rate, while still only about half of that of desktop, rose at more than double the rate of desktop as of Monday morning.
A similar trend was also observed on Black Friday. Adobe, which said it tracks 80% of online transactions at the top 100 U.S. online retailers, said smartphone-led mobile devices led 54% of web visits and 37% of online sales that day.
In early November, Adobe projected dramatic growth in the use of mobile devices for holiday shopping.
Other studies also point to the growing shift to mobile buying.