Record Number of Online, Mobile Shoppers During Black Friday Week, Says CTA

Number of Americans who bought or plan to buy tech hits all time high

ARLINGTON, Va.–(BUSINESS WIRE)–A record number of American adults (57 percent) shopped online or
planned to shop online over Black Friday Week (Monday before
Thanksgiving through Cyber Monday) – with the number of mobile
(smartphone and tablet) consumers quickly approaching the number of
those who use a desktop or laptop, according to data released today by
the Consumer Technology Association (CTA). The 2016 Post
Black Friday Survey
also finds it was a record year for tech with
61.7 million American adults (25 percent), an increase over last year,
that have bought or plan to buy tech products over the course of the
holiday shopping week – and most will still do so in brick-and-mortar

“The 2016 holiday shopping season is the tipping point for mobile
shopping,” said Shawn DuBravac, Ph.D., chief economist, CTA. “Consumers
are shifting increasingly to mobile shopping, due to higher ownership
rates of mobile devices and increasing ease, comfort and convenience.
Online deals permeated the entire Black Friday Week, with retailers
often matching in-store deals and doing so earlier online. Yet, shopping
for tech in stores remains important. Shoppers are still mostly heading
to physical stores to touch, feel and experience tech devices before

Online and Mobile Shopping Surge

Overall, more people than ever – 135.9 million American adults (an
increase of more than 6 percent over last year) – shopped or plan to
shop over the entire 2016 Black Friday Week.

Of those 135.9 million U.S. adults, 76 percent shopped in physical
stores and 57 percent shopped online. Additionally, of those that
shopped online, 43 percent did so via desktop or laptop, and 35 percent
used a mobile device (such as a smartphone or tablet) – an increase of
seven percentage points and quickly approaching the number of desktop
and laptop shoppers.

Top Tech for Black Friday

Consistent with CTA’s Pre-Black Friday predictions (2016
Pre Black Friday Survey
), among the 61.7 million American adults
who bought or plan to buy tech over the 2016 Black Friday Week, the top
10 tech purchases are:

1. Televisions
2. Tablets
3. Smartphones
4. Videogame
5. Tech accessories
6. Laptops
7. Headphones
DVD/Blu-Ray Players
9. Portable Bluetooth speakers
10. Digital

“While perennial Black Friday tech strongholds such as televisions,
videogame consoles and laptops dominated shoppers’ baskets, it was also
a breakout year for emerging tech,” said DuBravac. “These nascent
devices, including digital assistant devices, virtual reality and
drones, landed on the front page of retailer’s Black Friday ads, and
shopper’s baskets, for the first time this year.”

According to CTA’s
overall holiday season outlook
, total tech spending during the
entire holiday shopping season will increase 3.1 percent to reach a
record $36.05 billion in 2016. CTA estimates total online holiday sales
will grow by 16.4 percent to $84.2 billion, while online sales through
mobile devices will grow by 45.2 percent to $20.1 billion.

Cyber Monday and Looking Ahead

The shopping week isn’t over yet – 49.4 million U.S. adults (20 percent)
plan to shop on Cyber Monday, a record high for the shopping day.

More Americans than last year say they’ll be completely done (14
percent) or mostly finished (42 percent) with their holiday shopping at
the close of the week. On the other hand, seven percent of Americans say
they have not started shopping, 15 percent have barely started and 22
percent say they still have a lot more holiday shopping left.

To view CTA’s full 2016 holiday outlook, visit

CTA’s 2016 Black Friday Survey presents the findings of a
dual-frame telephone interview to a random national sample of 1,002 U.S.
adults fielded Nov. 25-26, 2016. A complete report will be available by
Nov. 31 for free to CTA members at

About Consumer Technology Association:

Consumer Technology Association (CTA), is the trade
association representing the $287 billion U.S. consumer technology
industry. More than 2,200 companies – 80 percent are small businesses
and startups; others are among the world’s best known brands – enjoy the
benefits of CTA membership including policy advocacy, market research,
technical education, industry promotion, standards development and the
fostering of business and strategic relationships. The Consumer
Technology Association also owns and produces CES® – the
world’s gathering place for all who thrive on the business of consumer
technologies. Profits from CES are reinvested into CTA’s industry



Consumer Technology Association
Danielle Cassagnol,
Suiters, 703-907-7654