Mobile Shoppers Dominated This Black Friday And Cyber Monday Weekend In Asia Pacific
New data from Contentsquare, the global leader in digital experience analytics, has revealed that mobile shopping dominated the biggest shopping month of the year in the Asia Pacific (APAC).
The analysis comes following Black Friday and Cyber Monday (BFCM), created by Contentsquare based on real-time data from over 4 billion sessions globally and across six industries and six markets in the region.
Even as retail begins to reopen physical stores across the region, the findings suggest that customers continue to pivot towards the ease and safety of online shopping during the biggest shopping season, with a significant lift in mobile compared to desktop traffic.
The key findings from 1 October up to and including 29 November 2021 include:
Mobile trumped desktop shopping globally: Over +90% uplift globally in mobile traffic during the BFCM weekend compared to the month of October. Desktop traffic saw a more modest increase in the same period, with a +46% increase in traffic.
Mobile traffic surge in APAC over BFCM weekend; significant lift in Australia: There was an increase of +19% of mobile shoppers over the same period across the APAC region, with Australia recording a significant lift at +42%.
Purchasing over desktop is still the preference: While mobile traffic prevailed over the weekend, there was a greater increase in desktop conversions (+109% increase in desktop over BFCM compared to rest of November) compared to mobile conversions (+75% over the same period).
SEO drove most traffic but advertising drove more purchases in APAC; Australia an exception: The highest number of sessions were driven by SEO (32%). However, the highest number of buying sessions (29%) was driven via search engine advertising (SEA). In Australia, the opposite is true. 29.7% of sessions in Australia came from SEO however the highest number of buying sessions (31.9%) was driven via SEA.
Highest traffic for consumer electronics: Globally, the Consumer Electronics sector received the highest direct traffic at 27.6% among the industries analysed throughout the period. This was followed by Fashion Retail (27.3%) and Grocery (24.9%)
Highest jump for Beauty over BFCM weekend: Global desktop traffic in Beauty rose +70.9% over the weekend versus the rest of November. On the lowest end of the spectrum, Consumer Goods only saw a +7.91% increase over the same period.
David Bochsler, Regional VP, APAC, Contentsquare said, “This year, our real-world insights from the busiest shopping season reinforce the need for e-commerce players to optimise the mobile user experience. Earlier this year, our 2021 Digital Experience Benchmark study uncovered that over two-thirds of total website traffic in the Asia Pacific came from smartphones in 2020. The trend looks set to continue as we increasingly rely on our mobile phones for convenient, socially-distanced access to goods and services.
In order to unlock the incredible potential of this user environment, brands need to better understand how consumers interact with them on their smartphones. There is a remarkable opportunity to harness digital experience analytics to create better digital experiences for maximum impact and greater conversions.”
The Contentsquare platform analyses customer behaviour through trillions of anonymous web, mobile and app interactions, and transforms this knowledge into intelligent recommendations that increase user conversion, revenue, engagement and growth.
Contentsquare’s remarkable growth, which includes a $500M Series E fundraise in May 2021, and acquisitions like Hotjar and Upstride, have positioned the company to make great strides in innovation and global expansion. It continues to commit to global initiatives like digital accessibility -- bolstered by its 2020 acquisition of AdaptMyWeb and subsequent launch of the Contentsquare Foundation -- and digital privacy, with the launch of the industry’s first cookieless experience analytics solution.