Search Drives Majority Of Cyber Monday Conversions: Adobe
Search drove the majority of online sales on Cyber Monday, leading with 41.7%. Paid search, which saw the strongest growth at 8.3% year-over-year (YoY), contributed about 22.9% to purchases, and organic search contributed about 18.8%.
Adobe data released late Monday shows that direct traffic drove 24.8% of the sales and email drove 24.9%. Paid search saw the strongest growth at 8.3% YoY.
Shopping hit a new record with the largest online sales at $6.59 billion, up 16.8% YoY, as of 10:00 p.m. ET.
Overall web traffic to retail sites rose nearly 12% on Cyber Monday. Mobile set a new record — representing 47.4% of visits led by smartphones at 39.9% and tablets by 7.6%. Smartphones also contributed 24.1% of revenue and tablets contributed 9% of revenue to mobiles overall steep climb.
Smartphone traffic grew 22.2% YoY, while the $1.59 billion in revenue coming from smartphones saw 39.2% growth YoY.
Transactions also did well, per Adobe. Mobile transactions closed at a 12% higher rate compared with Cyber Monday 2016.
Consumers with devices running Apple iOS spent more. For purchases made on smartphones, Apple iOS led with an average order value (AOV) of $123, compared with Google Android at $110.
Nintendo Switch, PJ Masks and Hatchimals & Colleggtibles figurines, Apple AirPods, streaming devices like Google Chromecast and Roku, and Super Mario Odyssey, the video game, were some of the top sellers on Cyber Monday.
Adobe estimates that overall, the 2017 holiday season from November 1 through November 27 drove a total of $50 billion in online revenue — up 16.8% since the previous year. Adobe predicts this will be the first holiday season to break $100 billion in online sales.