Online retail trends established over Christmas and the new year were confirmed as overall sales rose by 21% during the week before Valentine’s Day, compared to the same period in 2013, and half of all traffic came from mobile devices, IBM’s DIgital Analytics Benchmark shows.
The Benchmark found:
- Mobile traffic and sales: mobile traffic accounted for 50% of all online traffic, up 41% compared to the same period last year. Mobile sales also remained strong at 39% of all online sales, up 54% over 2013
- Smartphones browse, tablets buy: smartphones drove 27% of all online traffic compared to tablets at 23%, making it the browsing device of choice. When it comes to making the sale, tablets drove 22% of all online sales, higher than smartphones, which accounted for 16%. Tablet users also averaged £80.36 per order, vs. smartphone users, who averaged £68.20 per order
- iOS vs. Android: as a percentage of total online sales, iOS was almost three times higher than Android, driving 29% vs. 10% for Android. On average, iOS users spent £75.35 per order vs. Android users who spent £72.64 per order. iOS also led as a component of overall online traffic with 34.5%, more than twice that of Android users at 14.5%
- The Social Influence – Facebook vs. Pinterest: shoppers referred from Facebook averaged £56.24 per order, versus Pinterest referrals, which drove £57.70 per order. However, Facebook referrals converted sales at twice the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations
Today’s news is based on findings from the cloud-based IBM Digital Analytics Benchmark, part of the cloud-based IBM Digital Analytics solution, which tracks millions of e-commerce transactions, analysing terabytes of raw data from more than 200 participating UK retail web sites. Benchmark is the only real-time, self-service solution that delivers aggregated and anonymous competitive data for key performance indicators, showing how a site performs compared to its industry vertical peers and competitors.