The 2016 Holiday Season App Shopping Review [Data Study] | AppsFlyer

The 2016 Holiday Season App Shopping Review [Data Study]

The fourth quarter is the period that retailers eagerly await (or dread…). Halloween, Thanksgiving, Black Friday, Cyber Monday and Christmas are all a cause for celebration and that means also a cause for shopping bonanzas! With mobile commanding the explosion in digital shopping, we wanted to take a deep dive into Q4 data and explore how consumers shopped using their apps.

We looked at the data of about 500 leading shopping apps and divided it between the US and Western Europe (grouping the UK, Germany, France, Italy and Spain together). The overall trends can be summed up as follows:

  • We clearly found that app shopping was centered around the end of November with Black Friday and Cyber Monday leading the way (by far)
  • When we excluded the peak period from Thanksgiving to Cyber Monday, we found that shopping activity throughout the quarter gradually increased, until it dropped significantly several days before Christmas.
  • There was a post-Christmas install rush as users rush to populate the new phones they got for Christmas

Here’s what the US data looks like:


To get the data breakdown by operating system, in addition to a look at new device activations by type after Christmas, and all the findings covering Western Europe, fill in your details below:


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