[Infographic] Cyber Week 2017 Email Report

According to [Adobe](https://landing.adobe.com/en/na/solutions/digital-index/ctir-2840-holiday-predictions-2017/?sdid=MLR7SG1G&mv=other&utm_source=Benedict%27s+newsletter&utm_campaign=3558ad1e7e-Benedict%27s+Newsletter&utm_medium=email&utm_term=0_4999ca107f-3558ad1e7e-65457877), consumers spent a record-breaking $6.59 billion dollars during Cyber Monday alone, a 16.8% increase over 2016. That makes Cyber Monday 2017 the biggest shopping holiday in history!As we know, email is a huge driver of online sales during the holidays. Every year, Movable Ink gathers our own data report on email marketing activity during the holidays.**The following report is based on data from 438,760,191 email opens between Wednesday, 11/22/17 and Cyber Monday, 11/27/17.**#### Email opens were highest on smartphones…Last year, we saw smartphone email opens at 57.6%. This year, they edged up to 59%. As this number continues to grow year over year, it will become increasingly important to optimize email experiences for customers multiple devices – smartphones, tablets, _and_ desktop. Why? It’s becoming more and more obvious that consumers interact with email more than once.#### … but email conversions were highest on desktop.So why would opens be higher on smartphones when more people are making purchases on their desktop? Simple: consumers initially open an email on their smartphone, save it, and then go back to it on their desktop when they’re ready to make a purchase. That’s why 53% of conversions happened via desktop, whereas only 38% happened via smartphone. Since many consumers prefer to research before buying, they’ll scour their inboxes for the best deals and then buy once they’re ready.#### Email read lengths were highest on Black FridayInterestingly, Black Friday read rates – with 49% of consumers spending 15 seconds or more reading email – were higher than any other day during Cyber Week, including Cyber Monday. There are a few reasons for this. First, Black Friday isn’t a national holiday, so lots of folks were at work and behind a computer that day. Second, many brands promoted their Black Friday deals early this year, so consumers may have been eager to see what else they had to offer.#### Average order values were higher on tablets than on smartphonesTypically, AOV is highest on desktop, followed by smartphones, and then tablets. [Last year](https://movableink.com/blog/holiday-email-report-cyber-week-recap/) desktop users spent an average of $162, smartphone users spent $134, and tablet users spent $123. But year this, things played out a bit differently. Desktop users spent almost exactly the same amount, but the tables turned for tablets and smartphones: AOV for smartphones was $83.98, and AOV for tablets was $106.50, giving tablets a $22.52 lead over smartphones. The wider adoption of tablets combined with the preference to purchase on a larger screen is a likely explanation for this.#### Consumers spent the most on Cyber MondayConsumer spend peaked on Cyber Monday, with AOV at $141 versus $124 on Black Friday. This goes to show that promoting multiple deals via email is a great tactic for keep customers engaged with fresh, new deals over a period of time.[](https://s3.amazonaws.com/movableink-blog-production/wp-content/uploads/2017/12/06164759/CyberWeek_Infographic.png)