Australia Gets The Jump On Online Holiday Shopping

'Click Frenzy' Sales Jump 16% Over Last Year; A Preview To Come For US's Black Friday and Cyber Monday?

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Australia Gets The Jump On Online Holiday Shopping

Thanks to the growing influence of the digital consumer in Australia, Click Frenzy is set to become a catalyst for increased holiday sales for retailers, ahead of the Christmas shopping season.

Modeled after Cyber Monday in the US, Click Frenzy is a one-day national online shopping event in Australia that sees leading regional retailers offer prime holiday shopping sales and deals. According to the latest IBM Digital Analytics Benchmark data released today, which analyzes online transactions from participating retail sites in Australia, retail sales were up 16.3 percent throughout Click Frenzy, as compared to 2012. As part of IBM's Smarter Commerce initiative, the IBM Digital Analytics Benchmark revealed the following trends over the course of the Click Frenzy event:

Increased web traffic and sales – the consumer love affair with online shopping continues:

  • Online sales were up 16.3 percent for this same time period last year.

Aussies love an online bargain at any time of day / week:

  • Peak traffic times show that Aussie consumers love to grab a good bargain at any time of day, with the biggest spike in Click Frenzy online sales happening just after dinner (around 9.30 pm local time). Starting around 7:00 am, sales started to rise, peaking for that day around 11:30 am and remaining strong for the balance of Click Frenzy.
  • Shoppers took advantage of early bird specials, with a 20 percent increase in online retail sales on the day prior to Click Frenzy (18 November compared to 11 November)

Mobile shopping - Aussies prefer to browse and shop on the go:

  • Mobile traffic soared to 33.3 percent of all online traffic as consumers used mobile devices to visit a retailer's site, up from 24.5 percent in 2012. Mobile sales reached 17.7 percent of online sales, up from 12.4 percent in 2012

Multi-screen shopping drives online sales:

  • Retailers delivered a seamless and consistent shopping experience for consumers across channels, providing consumers the opportunity to switch between their smartphones and tablets to browse and make purchases. Tablets generated 17.4 percent of all online traffic while smartphones generated 15.9 percent. While both devices were used to browse retailer sites, tablets drove significantly higher percent of sales than smartphones at 14.1 percent compared to 3.7 percent, respectively.

Bargain shoppers on the hunt for deals:

  • The average order value was $131.13, down 4 percent over the same period last year, however, sales were up 16.3 percent overall, indicating shoppers were taking advantage of discounts.

Early days still for social media shopping:

  • Shoppers referred from social networks generated 0.89 percent of all online traffic during Click Frenzy with Facebook contributing the most.

These updates are based on IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that delivers aggregated and anonymous competitive data for key performance indicators, including e-commerce sales, enabling marketers to see how their site performs compared to its industry vertical and sub-vertical peers and competitors. Next week, we will be posting regular updates on how the US is shopping online starting on Monday all the way through Black Friday and Cyber Monday.


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