IBM Coremetrics Benchmark Reports

Black Friday and Cyber Monday 2010

The US online retail sector delivered strong growth on Cyber Monday 2010 compared to the same period last year, according to powerful analytics-based findings by IBM (NYSE: IBM). IBM's findings expand on the company's earlier report that Black Friday 2010 delivered double-digit growth over 2009, and its forecast that in-store sales of consumer electronics and appliances in US retail stores would get an early start this year, with consumers spending a larger than usual share in November.

Delivered as part of IBM Coremetrics’ third annual Cyber Monday Benchmark Report, the analysis of the online retail sector reveals the following trends as of 12:00 am PST:

Cyber Monday 2010 compared to Black Friday 2010

Cyber Monday 2010 compared to Cyber Monday 2009 (year/year):

U.S. Retail

Session Traffic Summary Metrics Cyber Monday 2010 Cyber Monday 2009 % Change (y/y) Black Friday 2010 % Change (w/w)
Bounce (One Page) Rate1 31.41% 28.86% 8.84% 32.11% -2.18%
Multi-Page Session Percent2 68.59% 71.14% -3.58% 67.89% 1.03%
Browsing Sessions Percent3 48.34% 48.88% -1.10% 48.79% 0.92%
Shopping Cart Sessions Percent4 12.79% 12.13% 5.44% 11.28% 13.39%
Order Sessions Percent5 5.60% 5.26% 6.46% 4.61% 21.48%
Visitor Experience Summary Metrics Cyber Monday 2010 Cyber Monday 2009 % Change (y/y) Black Friday 2010 % Change (w/w)
Page Views per Session6 8.14 8.80 -7.50% 8.14 0.00%
Product Views Per Session7 1.75 2.14 -18.22% 1.78 -1.69%
Average Session Length (in seconds)8 7:47 7:32 3.32% 7:39 1.74%
Transaction Summary Metrics Cyber Monday 2010 Cyber Monday 2009 % Change (y/y) Black Friday 2010 % Change (w/w)
Items per Order9 6.41 5.92 8.28% 7.44 -13.84%
Average Order Value10 $194.89 $180.03 8.25% $190.80 2.14%
Shopping Cart Conversion Rate11 36.32% 36.81% -1.33% 35.21% 3.15%
Shopping Cart Abandonment Rate12 63.68% 63.19% 0.78% 64.79% -1.71%
New Visitor Conversion Percent13 4.41% 4.28% 3.04% 3.80% 16.05%
On site Search Summary Cyber Monday 2009 Cyber Monday 2008 % Change (y/y) Black Friday 2009 % Change (cm/bf)
On-Site Searches per Session14 18.37% 19.49% -5.75% 17.59% 4.43%
Social and mobile summary metrics Cyber Monday 2010 Black Friday 2010 % Change (w/w)
Mobile: percentage of sales1515 2.25% 3.18% -29.25%
Mobile: percentage of site traffic16 3.88% 5.56% -30.22%
Social: percentage of sales17 0.41% 0.55% -25.45%
Social: percentage of site traffic18 0.86% 0.88% -2.27%

About IBM Coremetrics Benchmark:

IBM Coremetrics Benchmark enables online retailers to measure their online marketing results - including e-commerce data - against that of their peers. Benchmark is the only peer-level benchmarking solution that delivers aggregated and anonymous competitive data for industry-specific key performance indicators (KPIs), showing how a site performs competitively and historically compared to its respective industry overall, as well as to peers and direct competitors.

Session traffic summary metrics


1. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
2. Multi-Page Session Percent The percentage of sessions in which visitors viewed more than one page.
3. Browsing Sessions Percent The percentage of sessions in which visitors viewed at least one product page.
4. Shopping Cart Session Percent The percentage of sessions in which visitors placed at least one item in their shopping carts.
5. Order Session Percent The percentage of sessions in which visitors completed an order.

Visitor Experience Summary Metrics


6. Page Views Per Session The average number of pages viewed by visitors per session.
7. Product Views Per Session The average number of products viewed by visitors per session.
8. Average Session Length The average length of time for a visitor session.

Transactions Summary Metrics


9. Items per Order The average number of items purchased per order.
10. Average Order Value The average value of each order.
11. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
12. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.
13. New Visitor Conversion Percent Out of all new visitor sessions, the percentage that completed an order.

On-Site Search Summary Metrics

14. On-Site Searches Per Session Out of all sessions, the percentage in which visitors used on-site search capabilities.

Social and mobile summary metrics


15. Mobile: percentage of sales Out of all sessions that resulted in a sale, the percentage that was from a mobile device.
16. Mobile: percentage of site traffic Out of all sessions, the percentage that was from a mobile device.
17. Social: percentage of sales Out of all sessions that resulted in a sale, the percentage that was from a social site referral.
18. Social: percentage of site traffic Out of all sessions, the percentage that was from a social site referral.

The US online retail sector delivered double digit growth on Black Friday 2010 compared to the same period last year, according to analytics-based findings by IBM (NYSE: IBM). These findings expand on IBM’s earlier forecast that in-store sales of consumer electronics and appliances in US retail stores would get an early start this year, with consumers spending a larger than usual share in November.

Delivered as part of IBM Coremetrics’ third annual Black Friday Benchmark Report, the analysis of the online retail sector reveals the following trends as of 12:00 am PST compared to Black Friday 2009 (year/year):

Black Friday online spending delivers double digit growth in 2010

Retail Categories:

US retail

Session Traffic Summary Metrics Black Friday 2010 Black Friday 2009 % Change (y/y) Friday Nov 19, 10 % Change (w/w)
Bounce (One Page) Rate1 32.11% 30.86% 4.05% 33.51% -4.18%
Multi-Page Session Percent2 67.89% 69.14% -1.81% 66.49% 2.11%
Browsing Sessions Percent3 48.79% 48.99% -0.41% 48.11% 1.41%
Shopping Cart Sessions Percent4 11.28% 10.95% 3.01% 10.27% 9.83%
Order Sessions Percent5 4.61% 4.50% 2.44% 4.32% 6.71%
Visitor Experience Summary Metrics Black Friday 2010 Black Friday 2009 % Change (y/y) Friday Nov 19, 10 % Change (w/w)
Page Views per Session6 8.14 8.79 -7.39% 7.55 7.81%
Product Views Per Session7 1.78 2.17 -17.97% 1.69 5.33%
Average Session Length (in seconds)8 7:39 7:28 2.46% 7:15 5.52%
Transaction Summary Metrics Black Friday 2010 Black Friday 2009 % Change (y/y) Friday Nov 19, 10 % Change (w/w)
Items per Order9 7.44 5.4 37.78% 6.47 14.99%
Average Order Value10 $190.80 $170.19 12.11% $193.74 -1.52%
Shopping Cart Conversion Rate11 35.21% 34.60% 1.76% 33.32% 5.67%
Shopping Cart Abandonment Rate12 64.79% 65.40% -0.93% 66.68% -2.83%
New Visitor Conversion Percent13 3.80% 3.71% 2.43% 3.59% 5.85%
On-Site Search Summary Black Friday 2010 Black Friday 2009 % Change (y/y) Friday Nov 19, 10 % Change (w/w)
On-Site Searches per Session14 17.59% 18.32% -3.98% 18.21% -3.40%
Social and mobile summary metrics Black Friday 2010 Friday Nov 19, 10 % Change (w/w)
Mobile: percentage of sales15 3.18% 2.23% 42.60%
Mobile: percentage of site traffic16 5.56% 4.39% 26.65%
Social: percentage of sales17 0.55% 0.54% 1.85%
Social: percentage of site traffic18 0.88% 0.87% 1.15%

About IBM Coremetrics Benchmark:

IBM Coremetrics Benchmark enables online retailers to measure their online marketing results-including e-commerce data-against that of their peers. Benchmark is the only peer-level benchmarking solution that delivers aggregated and anonymous competitive data for industry-specific key performance indicators (KPIs), showing how a site performs competitively and historically compared to its respective industry overall, as well as to peers and direct competitors.

Session Traffic Summary Metrics


1. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
2. Multi-Page Session Percent The percentage of sessions in which visitors viewed more than one page.
3. Browsing Sessions Percent The percentage of sessions in which visitors viewed at least one product page.
4. Shopping Cart Session Percent The percentage of sessions in which visitors placed at least one item in their shopping carts.
5. Order Session Percent The percentage of sessions in which visitors completed an order.

Visitor Experience Summary Metrics


6. Page Views Per Session The average number of pages viewed by visitors per session.
7. Product Views Per Session The average number of products viewed by visitors per session.
8. Average Session Length The average length of time for a visitor session.

Transactions Summary Metrics


9. Items per Order The average number of items purchased per order.
10. Average Order Value The average value of each order.
11. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
12. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.
13. New Visitor Conversion Percent Out of all new visitor sessions, the percentage that completed an order.

On-Site Search Summary Metrics


14. On-Site Searches Per Session Out of all sessions, the percentage in which visitors used on-site search capabilities.

Social and mobile summary metrics


15. Mobile: percentage of sales Out of all sessions that resulted in a sale, the percentage that was from a mobile device.
16. Mobile: percentage of site traffic Out of all sessions, the percentage that was from a mobile device.
17. Social: percentage of sales Out of all sessions that resulted in a sale, the percentage that was from a social site referral.
18. Social: percentage of sales Out of all sessions that resulted in a sale, the percentage that was from a social site referral.
%%sidebarspace%%