SAN JOSE, Calif.–(BUSINESS WIRE)–Adobe (Nasdaq:ADBE) today released its first set of 2015 Digital Index
Online Shopping data for the holiday season. Between November 1 and
November 24, nearly $27 billion have been spent online, 8.5 percent more
than in 2014. Mobile devices continue to play a dominant role in online
shopping, driving 46 percent of visits to retail sites and 24 percent of
sales ($6.32 billion). Top selling products so far include Samsung and
LG TVs, iPad Minis, Dyson vacuum cleaners, and Dell Inspiron computers,
some of which were heavily discounted. Amazon has driven more than
100,000 global social mentions related to Black Friday alone, more than
any other U.S. retailer.
“Discounts are currently averaging 21 percent and out-of-stock incidents
are already higher than last year by 5 to 10 percent,” said Tamara
Gaffney, principal research analyst, Adobe Digital Index. “Consumers
should shop early to secure popular gift items. Top selling products
like the Xbox One, Samsung Gear VR, Star Wars’ Kylo Ren, and the GoPro
HERO3 are already low in stock.”
Adobe’s insights are based on aggregated and anonymous data from more
than 1.7 billion visits to 4,500 retail websites. Adobe’s retail reports
offer the most comprehensive data compilation in the industry, measuring
80 percent of all online transactions from the top 100 U.S. retailers.
Seven dollars and fifty cents out of every 10 dollars spent online with
the top 500 U.S. retailers go through Adobe Marketing Cloud. Social
media findings are based on more than 100 million global social mentions
captured and analyzed from blogs, Google+, Reddit, Twitter, Dailymotion,
Flickr, Instagram, Tumblr, Foursquare, YouTube, WordPress, and others.
The tremendous volume of data puts Adobe in the unique position to
deliver highly accurate, census-based online sales totals, pricing and
product availability trends.
Key findings include:
Mobile Impact – Mobile shopping is ahead of expectations with
46 percent of online retail visits coming from a smartphone (35
percent) or tablet (11 percent). Mobile has generated $6.3 billion in
online sales, which represents about 24 cents on the dollar for online
Total Spend – Consumers have spent $26.8 billion this season so
far, $98.10 on average per Internet user. The average order value
increased by seven percent year-over-year (YOY) to $125.63. November
11 (“Singles’ Day”) set a new U.S. sales record with $1.35 billion and
offered stronger discounts than expected for apparel and electronics,
averaging 20 percent. Total online sales this holiday season are still
expected to grow 11 percent YoY.
Pricing Trends – Discounts averaged 15 percent so far this
season and continued to increase since last weekend. Promotions on
Monday, November 23, and Tuesday, November 24, were in-line with
Adobe’s predictions, 22 and 21 percent discounts on average,
Top Online Retailers – Amazon and eBay lead online retailers
with more than 20 million social media conversations, nearly two and a
half times more social buzz than the top five brick-and-click
retailers (Target, WalMart, Gap, H&M and Best Buy) combined. Amazon
has driven more than 100,000 social mentions related to Black Friday
alone – more than any other retailer.
Digital Index 2015 Holiday Online Shopping Predictions (Full Report)
Infographic: Adobe Digital Index Holiday Spending Report
Release: Adobe Data Shows 76 Percent of Online Holiday Sales Will be
Spent on 1 Percent of Product SKUs
Digital Index Portal on CMO.com
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