IBM Digital Analytics Benchmark: UK leads mobile retail as it continues to increase over seasonal shopping periods


IBM Digital Analytics Benchmark found the UK leads mobile retail as it continues to increase over seasonal shopping periods.

The summary of international online retail shopping data and trends from the 2014 November and December holiday season – analysing statistics from the UK, USA, Germany, France and Australia – show a clear lead for the UK in percentage of mobile sales and traffic, with the strongest adoption of mobile in online shopping. The trend continued to be demonstrated over the Valentine’s day period with sales and traffic going up for mobiles before the day, but not as much as for Christmas.

The 2014 holiday shopping season saw tremendous gains in traffic and sales from mobile devices, setting new records, as mobile continues to shape the landscape of online retail shopping with more and more consumers using tablets and smartphones to browse and buy. As a result of this strong and continuous growth, businesses are now presented with even greater opportunities to engage consumers virtually and anywhere. 

According to James Lovell, European retail solutions executive, IBM: “Sales and traffic dynamics across different channels are dependent on time of year and type of promotional period.  Understanding the different types of customer interactions and  technologies they are using during important selling periods is an essential addition to the key data needed to plan the most appropriate customer engagement strategies.”

Key points from the report:

November and December period – five countries

– Mobile percentage of traffic and sales across November and December 2014 combined grew in double digits over the same period in 2013 for all five countries analysed

– The UK led in percentage of mobile traffic – with mobile accounting for 59.4% of all online traffic – an increase of 25.5% over 2013

– The UK had the strongest adoption of mobile in online shopping of all 5 countries – 46.3% online sales made from a mobile device (an increase of 29.9% year-over-year), twice that of the USA and more than 3.5 times that of France

– UK’s conversion rates, bounce rates and average page views per session were among the strongest

Week leading up to Valentine’s day – UK

Retail results from Valentine’s Week (7th-13th February 2015) in the UK have also been analysed, and show that:

– Mobile devices accounted for 47% of sales made, an increase of 21% over 2014

– Average order value on mobiles was £74.44, flat year-over year

– Mobiles represented 59% of all traffic, an increase of 18%