CTA: Black Friday Smartphone Shopping Was Dominant Online Option

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Smartphones were the device of choice for online shoppers during the Black Friday shopping week, according to a Black Friday smartphone shopping survey conducted by the Consumer Technology Association.

Black Friday Smartphone Shopping

In a press release announcing its Black Friday smartphone shopping survey, CTA said that 41 percent of consumers who shopped online used smartphones to make their purchases, while 38 percent used desktop computers and 34 percent used laptops.

Additionally, the percentage of Americans who shopped on Cyber Monday outpaced those who shopped on Black Friday, 26 percent to 25 percent – the first time that has happened.

“Consistent with CTA’s earlier projections, the 2017 holiday shopping season marks an official milestone for mobile shopping,” said CTA senior director of market research Steve Koenig, in a prepared statement. “High ownership rates of mobile devices paired with targeted advertising, deal notifications and social media ad campaigns, have given rise to the ‘omnishopper,’ who is eager to pounce on the online deals that have frequently spanned the entire Black Friday shopping week. With the shift to greater use of mobile devices to shop online, it’s no surprise that Cyber Monday – the biggest online shopping holiday – has surpassed Black Friday in number of total shoppers for the first time ever.”

Among other shopping sentiments discovered in the survey:

  • Technology makes shopping more convenient (67 percent)
  • Shopping in-store helps avoid possible shipping delays (47 percent)
  • Many (38 percent) will always be last-minute shoppers
  • There will be even better deals later in the season (36 percent)
  • Many prefer to shop online and pick up items in-store (34 percent)”Technology performed even better than expected over the Black Friday shopping week thanks, in part, to impulse tech purchases and excitement around emerging tech,” said Koenig, in a prepared statement. “With mobile technology allowing you to shop anywhere, at any time, and act quickly – half of shoppers made unplanned tech purchases this past week.”

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