With Cyber Monday just over the horizon, many e-commerce analysts and online marketing gurus are making their predictions about how this year’s event will differ from last year’s. After reviewing data from various third party sources and consulting with its own data, AppLovin predicts that about 30% of Cyber Monday transactions will be made on mobile devices.

Cyber Monday has been the biggest online shopping day of the entire year for four years now. In 2010, online sales topped $1 billion for the first time, and in 2013, Cyber Monday sales amounted to about $2.3 billion — more than doubling in size in just three years’ time.

Back when Cyber Monday became the hottest online shopping day of the year, only 2% of all transactions were conducted via mobile devices, meaning just one in 50 were made on devices like tablets and smartphones.

However, mobile Internet usage has been on the rise, and at the beginning of 2014, it exceeded desktop Internet usage, meaning more people use mobile devices to access the Internet than laptops or desktops. What’s more, four out of five consumers use their smartphones to shop, and 70% of searches on mobile devices lead to online action within just one hour.

Plus, users are more engaged with online advertising on Cyber Monday. AppLovin observes that “there is a 20 percent increase in conversion from ads on Cyber Monday when compared to the aggregate regular Monday. In addition, the click rate is 10 percent higher on Cyber Monday.”

Naturally, these are good indicators that more people than ever are going to use mobile devices to shop on Cyber Monday.

“Mobile usage is on the rise,” says Kelly Cooper, Marketing/PR, Agency 850. “For a business owner, having a mobile optimized website is more important now than ever! At Agency 850 we make sure all our clients have a mobile optimized website to handle the increased mobile usage; especially on days like cyber Monday.”

The moral of the story here, it seems, is that regardless of whether or not AppLovin’s prediction comes true, it’s a good bet that more people are going to be using mobile devices, meaning any online retailer would be wise to invest a bit more in mobile advertising before the shopping day.