Here are the online shopping trends we saw for Wednesday, December 25, Christmas Day from the IBM Digital Analytics Benchmark.
Overall Christmas Day online sales were up 16.5 percent over the same period last year. Let’s take a closer look at some of the key drivers:
- Mobile Traffic and Sales: Mobile traffic was the highest we've seen over this holiday season, accounting for 48 percent of all online traffic, up 28.3 percent compared to the same period last year. Mobile sales also remained strong, approaching 29 percent of all online sales, up 40 percent over 2012.
- Smartphones Browse, Tablets Buy: Smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 19.4 percent of all online sales, more than twice that of smartphones, which accounted for 9.3 percent. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per order.
- iOS vs. Android: As a percentage of total online sales, iOS was more than five times higher than Android, driving 23 percent vs. 4.6 percent for Android. On average, iOS users spent $93.94 per order, nearly twice that of Android users, who spent $48.10 per order. iOS also led as a component of overall traffic with 32.6 percent vs. 14.8 percent for Android.
- The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $72.01 per order, versus Pinterest referrals, which drove $86.83 per order. However, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit www.ibm.com/benchmark for real-time data alerts, or follow the hashtag #SmarterCommerce.
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