Marin Software Incorporated is out with its post-Black Friday and Cyber Monday data analysis for retail clients.
The company, a provider of a leading cross-channel, cross-device performance advertising cloud for advertisers and agencies, said smartphone shopping and ad spend grew much faster than other devices, but “did not detract from desktops and tablets, with clicks and spend increasing across all devices.”
An announcement from the company indicates that between Black Friday and Cyber Monday, smartphone clicks grew by 87 percent YoY, about equal with desktop clicks.
“This reflects a dramatic increase compared to 2014, when smartphone clicks accounted for only 28 percent of all clicks,” notes the company.
In fact, those sought-after clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption.
“Digital marketers are well aware that Cyber Monday is now just as important, if not more so, than Black Friday, and that mobile continues to be big news,” said John McNulty, Vice President of Global Marketing at Marin Software.
“What they should also be aware of is how important it is to target users across all devices,” he added. “Our data clearly indicate that despite the ever increasing importance of mobile as part of the decision making process, desktop and tablet devices aren’t going anywhere any time soon.”