With millennial consumers driving growth through transactions on their mobile devices, Cyber Monday sales rose to record levels this year, according to Adobe Digital Insights.
Sales rose 17% to $6.59 billion as at 10 p.m. EST on the Monday after the Thanksgiving weekend, the data company said.
“People increasingly know where to find the best deals and what they want to purchase, which results in less price-matching behavior typically done on desktops,” said Mickey Mericle, vice president for marketing and customer insights at Adobe.
Mobile devices made up 47.4% of visits to retail sites, with 39.9% of these from smartphones and 7.6% from tablets. 33% of revenue came from mobile sales, Adobe added.
“Millennials were likely another reason for the dramatic growth in mobile, with 75% expecting to shop via their smartphone,” noted Mericle. “Shopping and buying on smartphones is becoming the new norm and can be attributed to continued optimizations in the retail experience on mobile devices and platforms.”