IBM has analysed online retail traffic and sales from 25 November 2013, the Monday before Mega Monday on 2 December 2013.
The IBM Digital Analytics Benchmark found shopping has gone truly mobile.
Slick mobile retail sites and convenient access to brands via smartphones and tablets are driving sales via mobile devices this Christmas season, said researchers. The IBM study found more and more consumers are using mobile devices to browse and buy from retail websites, as they continue to go online in increasing numbers to complete their Christmas shopping.
The IBM Digital Analytics Benchmark for 25 November 2013 revealed:
- Online sales increased by 33.5% compared to the same Monday in 2012
- Mobile shopping soars: mobile traffic grew to 42.4% of all online traffic, an increase of 68% over 2012. Sales completed via mobile devices were also strong, growing 81.5% year-on-year, and exceeding 31% of total online sales. (An increase of sales via mobiles of 80% year-on-year for the month of October, reported by IBM last week, already pointing to this trend)
- Smartphones vs. tablets: while smartphone traffic accounted for 22.3% of all online traffic versus tablets at 20%, when it came to making actual purchases, tablet users drove 19.4% of online sales, which was 56% higher than that of smartphones users, who drove 12.4% – pointing to the importance for retailers of delivering a seamless and consistent shopping experience across different formats
- iOS vs Android: iOS traffic generated 30.7% of all online traffic and 24.6% of all online sales while Android generated 10.8% of all online traffic and 6.7% of all online sales
- Facebook vs. Pinterest: while marketers continue to rely on social media as a driver of brand loyalty, the benchmark revealed an interesting trend when comparing two well-known sites. Shoppers referred from Facebook averaged £59.39 per order versus £ 36.50 per order for Pinterest referrals. In addition, Facebook referrals converted sales at two times the rate of Pinterest referrals