New data has revealed tablet devices accounted for a significant chunk of conversions, spend and revenue from UK retail paid search on Boxing Day.
The information from Kenshoo shows tablet devices accounted for more than a third of such eCommerce activity with PPC marketing accounting for 35% of spend, 37% of conversions and 38% of revenues respectively.
Often seen as the beginning of the sale period after Christmas, Boxing Day typically sees savvy punters flock to stores to snap up bargains. The latest Kenshoo stats show just how prominent smart devices, especially tablets have become, as bargain hunters shift their focus online as well as instore.
The figures should come as no real surprise to most in the eCommerce sector however, as at the beginning of December eMarketer reported tablets were set to account for more than 10% of UK eCommerce sales, with an estimated 20 million, or one in three, people in the UK using a tablet in 2013.
Kenshoo based the data on a representative sample of UK retailers that use its search marketing platform. Desktop computers still took the lion share of Boxing Day conversions however, accounting for 55%, with smartphones accounting for eight per cent.
John Lewis reported a particularly large surge in mobile traffic over the festive season. On Christmas Day alone, tablets and mobile phones made up over three quarters of the department store’s total traffic, far surpassing the desktop figures.
PLAs were particularly prominent over the festive period too, with a staggering 1,300% increase in spend. In addition to those figures, retailers saw a reported 1,190% increase in clicks and a massive 967% increase in impressions for the Google Shopping ad format.
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