Cyber Monday – For Google’s paid retail search 46% of ad

For Google’s paid retail search, 46% of ad sales between Thanksgiving and Cyber Monday were on phones, which is identical to the share we saw in the same period last year,” says Andy Taylor, head of search at Tinuiti, “with office sales up 48% to 50% and tablet sales up 6% to 3%. Interestingly, mobile conversion rates for paid research campaigns haven’t necessarily increased, but are growing at the same rate as desktop sales. According to marketing agency Tinuiti, the vast majority of paid social media conversions occur on mobile devices, while the percentage of ad impressions on Facebook is about 5%. Several factors have contributed to the growth of mobile commerce, so mobile purchases have grown at the same rate as desktop purchases this year. Mobile purchases are gaining momentum this holiday season. By 2020, there will be more digital conversions on mobile. As for the impact of paid search ads on all channels, Taylor noted that click-throughs on local Google ads are down 47% year over year, “so while ad collection has increased, it hasn’t offset the overall decline in consumer interest in brick-and-mortar stores.” Retailers need to invest in web and mobile apps, online services and optimize their mobile ad campaigns to capture market share. Foot traffic in stores is down 50%, but Black Friday weekend shopping on sidewalks is up 67% from a year ago, and the percentage of orders placed with retailers offering them is 23%, up from 15% last year, according to Adobe. Facebook has invested heavily in products and features such as Facebook and Instagram stores, Checkout on Instagram and the Facebook Store tab to support mobile commerce on its platforms. The numbers have changed dramatically this year as digital and mobile commerce habits and experiences have changed rapidly. Looking ahead to 2021, mobile commerce will continue to grow and platforms will continue to invest in supporting mobile conversions. Mobile sales are up 36% in five days and desktop sales are up 41%. “This data is based on customer data, which represents more than $2 billion in annual managed advertising spending. Retailers who were ahead in ordering cell phones for local collections had a distinct advantage over those who had to catch up. In an October Instart Logic survey of 2,000 U.S. consumers ages 21 to 45, 62% said they used their phone throughout the entire buying process, from discovery to research to purchase. The average cost of mobile orders is still lower than that of computer orders, indicating that large purchases are more likely to be made on a computer.