PHILADELPHIA, Dec. 2, 2013 /PRNewswire/ -- Monetate today announced that its marketing Acceleration Cloud influenced more than 33 percent (or one in every three dollars) of U.S. eCommerce sales during Black Friday 2013. Online sales in the U.S. on Black Friday reached nearly $1.2 billion from desktop and laptop computers alone, according to Web analytics company firm ComScore.
Online spending on Black Friday increased to record highs this year as more consumers opted to shop online rather than brave the long lines at stores.
"Black Friday 2013 performed as we expected, driven predictably by increased activity among tablet and smartphone users," said David Brussin, CEO and Founder of Monetate. "What we found interesting were the dramatic decreases in traffic and revenue for email -- down 40 percent and 32 percent respectively. Email is the lifeblood of eCommerce; these waning metrics serve as a wake-up call to marketers as they plan their 2014 strategy. The status quo is no longer enough, today's consumers are demanding greater relevancy and consistency from their inbox, something with which Monetate is keenly aware."
As expected, consumers spent more time browsing and buying from smartphones and tablets, in addition to laptop and desktop computers, which translated to faster growth in online sales. The average order value (AOV) on Black Friday was up 18.28 percent from last year. Despite a large increase in website traffic from tablets (89.46%) and smartphones (66.09%), traditional desktop and laptop traffic had the highest Black Friday AOV ($175.91) with 5.80 percent less traffic than last year. Overall website traffic increased 10.24 percent.
In addition, total revenue on Black Friday increased 54.15 percent and conversion rates jumped 18.44 percent. Revenue from shoppers on tablets had the largest revenue increase (178.89%), followed by smartphones (127.17%), and desktops and laptops (56.37%).
Monetate is a marketing acceleration company that believes when the customer wins, the marketer wins. A new kind of marketing technology, the Monetate Acceleration Cloud lets marketers understand their customers' situations, behaviors and preferences, and act on those insights with in-the-moment, relevant experiences, targeted to the right customer at the right time. The Monetate Acceleration Cloud runs above traditional infrastructure and is accessed through one seamless UI. Monetate generates billions of dollars of new revenue for businesses, helping them grow 39% faster than the industry average. Brands such as Best Buy, National Geographic, and Celebrity Cruises rely on Monetate to put the customer first, creating stronger relationships that drive sustained competitive advantage.