TL;DR: Mobile purchasing on smartphones is up, purchasing on tablets is a little more complicated, and if you're on my gift list there's at least some chance you're getting a Kindle Fire for Christmas.

Here's a question--did you buy anything online on Black Friday or Cyber Monday? More to the point, did you buy anything on your phone?

I did: a Kindle Fire--(actually two, because for $35, why not?) 

Anyway, it turns out, I'm not alone. More Americans moved from desktop to mobile purchasing than in any previous year over the Thanksgiving holiday, a report said.

According to a report put together by Moovweb, mobile shopping sessions were up 45 percent, and "the smartphone's share of revenue grew 36 percent compared to last year," according to a press release.

The report analyzed sales and other data at 13,487,628 at 30 U.S. retailer sites from Thanksgiving through Cyber Monday, including "a cross-section of industries including apparel and accessories, jewelry, health and beauty, consumer electronics, home and garden, and gifts."

"Mobile usage across all metrics has exceeded all our expectations. It has created a sense of FOMO amongst consumers." Haresh Kumar, said VP of Marketing for Moovweb. "It's clear that mobile shopping will eclipse desktop number sooner than we had imagined."

Among the other findings:

  • A little over a quarter of all revenue from purchases came from smartphones and tables--18 percent from phones; 10 percent from tablets. That's an 81 percent increase over Cyber Week last year.
  • Black Friday was the big winner in terms of mobile revenue, with an increase of 95 percent over last year.
  • "The vast majority of mobile consumers were ... iPhone users," the report said. However, tablets actually fell compared to last year--"a 10% drop in sessions resulting in a 13% decrease in revenue for Black Friday and Cyber Monday."

  • Overall conversions on smartphones were 1.98 percent across the 30 retailers, Moovweb reported.

"Customer interaction is no longer relegated behind the counter but at any given moment," Kumar said. "And, we saw consumer behavior shift from mostly searching and browsing on mobile to making purchases on mobile at a much higher rate at all hours."

Published on: Dec 3, 2015