Black Friday has come and gone and, by almost all accounts, it was a great success. Mobile traffic to retail websites grew by 67 percent – almost one quarter of all consumers used a mobile device to visit a retailer’s site – and mobile sales exceeded 16 percent, up from 9.8 percent in 2011.
Overall, Black Friday online sales grew by 20.7 percent on last year.
And Twitter’s contribution? Zip. Zilch. Nada. A big, fat zero percent.
That’s according to new data from IBM, which calculated that shoppers referred from social networks, including Facebook, Twitter, LinkedIn and YouTube, generated just 0.34 percent of all online sales on Black Friday – a decrease of more than 35 percent from 2011.
And Twitter’s impact couldn’t have been any lower.
Now, it’s fair to say that during enormously hyped events like Black Friday folks are far more likely to load up their favourite retailer website directly than hang around on Twitter (or any social network, really) waiting for links. But… zero percent? Not one person clicked a referral link on Twitter?
You’ll have to decide for yourself. In the meantime, you can read the report in full here (PDF).