IBM’s analysis of UK online retail traffic and sales in the week leading up to Valentine’s Day (3-9 February 2013) reveals online sales grew by 30%.
The results show a strong growth in the use of mobile devices for shopping and browsing retail websites, with sales via mobile devices going up 55% year-on-year and mobile traffic going up by 71%.
Average order value of transactions went down slightly: £112 was spent on average on each cart this year, compared to £113.57 last year.
Mobile traffic and sales continued to increase: sales completed via mobile devices rose by 55% (from 14% last year, to 22% percent this year). Traffic from mobile devices rose by 71% percent (from 16% last year to 27% this year). iPad sessions rose the most at 141%, followed by Android sessions, rising by 92% and iPhone sessions only rising by 15%.
The results confirm the trend found over the Christmas season when online sales were 16% higher in December 2012 than the previous year and mobile traffic was close to a quarter (24%) of all traffic in December, hitting a record high of 34% on Christmas Day.
This update is based on findings from the IBM Digital Analytics Benchmark, the industry’s only cloud-based web analytics platform that tracks e-commerce transactions, analysing raw data from 150 UK online retailers.