Dive Brief:

• More people will shop on mobile than desktop this holiday season for the first time ever, according to a new report by marketing technology firm BounceX. Conversion rates on mobile have grown faster than on any other device over the past three seasons according to the report, which was emailed to Retail Dive. Mobile conversions for Black Friday are expected to outpace desktop conversions for the first time this year. 

• Shopper engagement continues to increase, with average page views per visit on Black Friday increasing by 114% since 2015, and Cyber Monday page views per visit increasing by 111% in the same period.

• The retail conversion rate for Black Friday and Cyber Monday 2019 will increase by 29.7% from 2018. The conversion rate on Black Friday alone is expected to be 22.8% higher than 2018, while the conversion rate for Cyber Monday is anticipated to increase 36.2% over 2018.

Dive Insight:

While the shift to mobile shopping is far from surprising, BounceX's report indicates just how important the mode will be to facilitate e-commerce purchases this holiday season. Another recent report from mobile video ad network AdColony found that almost half of consumers use their smartphone to shop all the time. Yet a survey by daVinci Payments, found that 45% of consumer who are women make at least half of their online purchases from their phones.

Retailers are responding to this migration to mobile by revamping their apps and mobile-responsive websites. Canadian fashion retailer Ssense launched its first mobile app last month and made it available in four languages. The app provides recommendations based on customers' previous purchases. Macy's is promoting its "Style Inspo" app feature for holiday shoppers, and is offering in-store pickup via mobile.

BounceX also notes timing factors that can influence online holiday shopping beyond device choice. Black Friday peak browsing takes place at 11 a.m., with peak buying hours between noon and 9 p.m. Peak browsing and buying takes place on Cyber Monday in the 9 p.m. hour. A recent report from Adobe Analytics also indicated that the post-work hours on Cyber Monday are especially important. That report said the 7 p.m. to 11 p.m. Pacific Time block drives 30% of Cyber Monday revenue, with conversion nearly doubling during that period.

As consumers recognize that Black Friday deals aren't just for the in-person early birds anymore, the late-morning and lunchtime peak online shopping time seems more fitting for shopping from the comfort of home.