Brits Break Out Mobile Devices on Cyber Monday

Holiday Benchmark staff, Thursday, December 5, 2013

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12.5.2013: Brits Break Out Mobile Devices on Cyber Monday

In the UK, mobile sales soared 94.3 percent while Samsung users placed the largest mobile orders.


The IBM Digital Analytics Benchmark reveals that on Monday December 2, dubbed Cyber Monday in the UK:

  • Online Sales Increased: Overall online sales grew 31.6 percent compared to the same Monday in 2012. Average Order Value (AOV) was £81.17, an increase of 1.4 percent over last year. On mobile phones the AOV was £82.24, demonstrating increased consumer confidence in using mobiles for shopping.
  • Mobile Shopping up 94 percent: Mobile traffic grew to 44.3 percent of all online traffic, an increase of 67 percent over 2012. Sales completed via mobile devices were also strong, growing 94.3 percent year over year, and exceeding 33 percent of total online sales.
  • Smartphones vs. Tablets: Smartphones drove 23.9 percent of all online traffic versus tablets at 20.3 percent. When it came to making purchases, tablet users drove 20.3 percent of online sales, which was 57 percent higher than that of smartphones users, who drove 12.9 percent. AOV on tablets was £79.86. While AOV on all mobile phones was £82.24, it was £79.86 on tablet devices.  
  • iOS vs Android: iOS traffic generated 31.9 percent of all online traffic and 25.6 percent of all online sales while Android generated 11.38 percent of all online traffic and 7 percent of all online sales. On average, iOS users spent £79,98 per order, compared to £83.85 per order for Android.  As the highest contributor to mobile percentage of both traffic and sales on Android, Samsung AOV was £86.20.

According to Chris Withers, head of Smarter Commerce for retail, Europe, IBM: "In the past, average order value (AOV) has always been higher on Apple devices which retailers have attributed to the higher spending power of iPhone and iPad users.  But with Samsung now topping AOV for Cyber Monday in 2013, we can see how Samsung's devices now appeal to a more affluent demographic, whilst the launch of the latest iPhone may be increasing their penetration in the broader consumer market for smartphones and tablets".

Today's news is based on findings from the cloud-based IBM Digital Analytics Benchmark, part of the cloud-based IBM Digital Analytics solution, and tracks millions of e-commerce transactions, analysing terabytes of raw data from more than 200 participating UK retail web sites.  Benchmark is the only real-time, self-service solution that delivers aggregated and anonymous competitive data for key performance indicators, showing how a site performs compared to its industry vertical peers and competitors.


Earlier Story

11.26.2013: Brits Mobilize for the Holidays

UK's November 25 'Mega Monday' sees 34% overall sales increase and a whopping 82% mobile sales surge yesterday, according to just-released IBM data


IBM revealed today that shoppers in the UK continue to go online in increasing numbers on 'Mega Monday' to complete their holiday gift shopping -- particularly on mobile devices.

Similar to US Cyber Monday, UK retailers have adopted big online promotions days known as 'Mega Mondays.' This year, we'll be reporting on November 25 and December 2. The IBM Digital Analytics Benchmark data report for Monday, November 25, 2013 in the UK revealed:

  • Online Sales Increased: Online sales grew by 33.5 percent compared to the same Monday in 2012.
  • Mobile Shopping Soars: Mobile traffic grew to 42.4 percent of all online traffic, an increase of 68 percent over 2012. Sales completed via mobile devices were also strong, growing 81.5 percent year over year, and exceeding 31 percent of total online sales. (An increase of sales via mobiles of 80 percent 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 percent of all online traffic versus tablets at 20 percent, when it came to making actual purchases, tablet users drove 19.4 percent of online sales, which was 56 percent higher than that of smartphones users, who drove 12.4 percent - 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 percent of all online traffic and 24.6 percent of all online sales while Android generated 10.8 percent of all online traffic and 6.7 percent of all online sales.
  • Facebook vs. Pinterest: Shoppers referred from Facebook averaged £59.39  per order versus £ 36.50 per order for Pinterest referrals.  In addition, Facebook referrals converted sales at twice the rate of Pinterest referrals.

Today's news is based on findings from the cloud-based  IBM Digital Analytics Benchmark, part of the cloud-based IBM Digital Analytics solution, and tracks millions of e-commerce  transactions, analysing terabytes of raw data from more than 200 participating UK retail web sites.  Benchmark is the only real-time, self-service solution that delivers aggregated and anonymous competitive data for key performance indicators, showing how a site performs compared to its industry vertical peers and competitors.

Be sure to check back here at www.ibm.com/benchmark for the latest updates in online shopping data, including round two of 'Mega Monday' in the UK next week (Monday, Dec. 2) as well as real-time data on how shoppers compare in the US and Australia.


 

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