More people were browsing on Cyber Monday 2016 than the year before, but there were fewer people actually making purchases, according to new research.
The study, from Hook Logic, looked into UK consumer’s online browsing and buying habits throughout Cyber Monday.
The findings suggest that the Cyber Monday deals may not have been impressive enough to provoke consumers to buy.
HookLogic has also been tracking how and when consumers have been shopping throughout November to identify shopping trends in the run-up to Black Friday.
So far this Festive Season, ecommerce is showing notable gains over 2015:
• Ecommerce shoppers (number of unique users across ecommerce sites) from 1 November to Cyber Monday increased 12.3% YOY
• Purchasers (user conversions) were up overall 11.0% YOY
• Cyber Monday saw growth in shoppers, but with lower conversion to purchasers
• Shopper browsing was at its peak at 8pm, though the biggest YOY growth was in the morning
• Cart values peaked on Black Friday, though units and items per cart have remained