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 during the same period last year, says Andy Taylor, head of research at Tinuiti, with desktop sales up 48% to 50% and tablet sales up 6% to 3%. Interestingly, the percentage of mobile conversions for paid search campaigns hasn’t necessarily increased, but is 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, with Facebook ads accounting for about 5%. A number of factors have contributed to the growth of mobile commerce, with mobile shopping growing as fast as desktop shopping this year. Mobile shopping is gaining momentum this holiday season. By 2020, there will be more digital conversions on mobile devices. As for the impact of paid search ads across all channels, Taylor noted that clicks on Google’s local inventory ads were down 47 percent from last year, “so while there was an increase in ad recall, it did not offset the overall decline in consumer interest in physical stores.” Retailers must invest in Web and mobile apps, online services and optimize their mobile ad campaigns to capture market share. According to Adobe, foot traffic to stores is down 50%, but there was 67% more roadside pickup over Black Friday than last year, and the share of orders at retailers offering it is 23%, up from 15% last year. 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%. “The data is based on customers who spend more than $2 billion annually on advertising. Retailers who were ahead in ordering mobile for local pickup had a significant advantage over those who had to play catch-up.” In an October Instart Logic survey of 2,000 U.S. consumers ages 21 to 45, 62% said they used their cell phone throughout the entire shopping process, from discovery to research to product purchase. The average of cell phone orders is still lower than computer orders, indicating that large purchases are more likely to be made on a computer.