News Feature | January 5, 2016

Final Holiday Season Verizon Retail Index Findings Show Strong Ecommerce Activity Continues

Christine Kern

By Christine Kern, contributing writer

Strong Ecommerce Activity Continues In 2016

Out with the old, in with the new merchandise as 2015 comes to a close.

Out with the old, in with the new…merchandise. The Verizon Retail Index has been tracking broadband and mobile shopping patterns updated with data on average daily traffic patterns and peak volumes in the US, providing insight into consumer online and mobile shopping habits. In its key findings from December 31, the index has found that ecommerce activity continued to be very strong in the final week of 2015.

The data also revealed that wireline broadband traffic attributed to e-commerce shopping activity continued to soar, posting highs of 26, 25 and 23 percent respectively above average daily levels from Dec. 28-30, reflecting similar figures from 2014. The peak volumes, the highest of the season, also indicate strong consumer engagement during this week.

 “Repeating a pattern from last year, ecommerce activity has continued to be very strong this week  as many consumers take advantage of the book ended holiday weekends and time off from work to shop for end of season deals,” stated Mark Sidwell, director of retail mobile solutions sales for Verizon.

The last days of 2015 also saw higher than usual mobile traffic attributed to m-commerce, posting a six percent increase by Wed. (Dec. 30).  Year-over-year however, overall traffic was somewhat higher this same time last year. 

Sidwell explained, “Retailers also seem to be effectively reaching consumers with attractive offers which they should continue to do in the coming days as the season winds down.”

While earlier figures suggested that the challenge for retailers in the race to the holidays was to really understand and engage with their customer base and not be complacent with their promotional offers as they compete to sell off seasonal inventory and capture market share, these latest figures indicate that shoppers are paying attention to the offers they are getting from retailers.