IBM today released new data from its Digital Analytics Benchmark to capture online shopping trends during the week leading up to Valentine's Day 2014 (7-13 February).
Online retail trends established over Christmas and the new year were confirmed as overall sales rose by 21 percent during the week before Valentine's Day, compared to the same period in 2013, and half of all traffic came from mobile devices.
- Mobile Traffic and Sales: Mobile traffic accounted for 50 percent of all online traffic, up 41 percent compared to the same period last year. Mobile sales also remained strong at 39 percent of all online sales, up 54 percent over 2013.
- Smartphones Browse, Tablets Buy: Smartphones drove 27 percent of all online traffic compared to tablets at 23 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 22 percent of all online sales, higher than smartphones, which accounted for 16 percent. Tablet users also averaged £80.36 per order, vs. smartphone users, who averaged £68.20 per order.
- iOS vs. Android: As a percentage of total online sales, iOS was almost three times higher than Android, driving 29 percent vs. 10 percent for Android. On average, iOS users spent £75.35 per order vs. Android users who spent £72.64 per order. iOS also led as a component of overall online traffic with 34.5 percent, more than twice that of Android users at 14.5 percent.
- The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged £56.24 per order, versus Pinterest referrals, which drove £57.70 per order. However, Facebook referrals converted sales at twice the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
Special trial offer:
Benchmark your own performance
Benchmarking with IBM Digital Marketing Optimization
View performance benchmarks for your peers and competitors to help you uncover opportunities to grow your digital marketing and web properties.
Turn site visitors into repeat customers and loyal advocates with IBM Digital Marketing Optimization.
Learn what leading marketers are doing to differentiate themselves in a perpetually shifting omnichannel world.
Attend this webinar to get an overview of 2013 holiday online retail performance.
Around the web:
Online Holiday Shopping Headlines
December 11, 2013
December 2, 2013
December 2, 2013
December 1, 2013