IBM Coremetrics Benchmark Reports

Black Friday and Cyber Monday 2011

Black Friday and Cyber Monday 2011 have come to a close and IBM has the latest online retail performance data. 2011 marked a banner year on a number of fronts with mobile traffic growing by more than 200% and Thanksgiving turning out to be a huge shopping day for consumers as they responded to retailers' early Black Friday promotions. Read the full reports to get details on these as well as a number of other trends from the holiday shopping season.

Real-time Sales Cyber Monday

Cyber Monday Online Spending Increases by 33.0 percent Over 2010

The U.S. online retail sector delivered strong growth on Cyber Monday 2011 compared to the same period last year. These findings expand on the earlier report that Thanksgiving Day 2011 saw a record number of online retail sales that set the stage for a strong Black Friday.

As part of IBM’s Smarter Commerce initiative, IBM's online retail benchmark study reveals the following trends as of 12:00 am PST:

Cyber Monday 2011 Compared to Cyber Monday 2010 (year/year)

Cyber Monday 2011 Compared to Black Friday 2011

U.S. Retail

Transaction Summary Metrics Cyber Monday 2011 Cyber Monday 2010 % Change (y/y) Black Friday 2011 % Change (W /W)
Items Per Order1 7.31 6.41 12.96% 6.37 14.76%
Average Order Value2 $198.26 $194.89 2.59% $190.10 4.29%
Conversion Summary Metrics Cyber Monday 2011 Cyber Monday 2010 % Change (y/y) Black Friday 2011 % Change (W/W)
Conversion Rate1 5.71% 5.60% -1.81% 4.57% 24.95%
New Visitor Conversion Rate2 4.39% 4.41% -7.16% 3.55% 23.66%
Shopping Cart Sessions3 12.98% 12.79% 0.39% 11.30% 14.87%
Shopping Cart Conversion Rate4 37.69% 36.32% 3.15% 34.47% 9.34%
Shopping Cart Abandonment Rate5 62.31% 63.68% -1.81% 65.53% -4.91%
Session Traffic Summary Metrics Cyber Monday 2011 Cyber Monday 2010 % Change (y/y) Black Friday 2011 % Change (W/W)
Average Session Length1 7:30 7:47 -1.72% 7:26 0.90%
Bounce (One Page) Rate2 31.51% 31.41% -1.55% 33.10% -4.80%
Browsing Sessions3 46.90% 48.34% -2.41% 47.23% -0.70%
Page Views Per Session4 7.74 8.14 -2.94% 7.59 1.98%
Product Views Per Session5 1.73 1.75 0.94% 1.79 -3.35%
Mobile Summary Metrics Cyber Monday 2011 Cyber Monday 2010 % Change (y/y) Black Friday 2011 % Change (W/W)
Mobile: Percentage of Sales1 6.58% 2.25% 192.57% 9.84% -33.13%
Mobile: Percentage of Site Traffic2 10.75% 3.88% 161.92% 14.33% -24.98%
Mobile: Bounce Rate3 41.44% 42.94% -3.30% 41.31% 0.31%
Mobile: Conversion Rate4 2.99% 2.24% 26.40% 2.78% 7.55%
Mobile: Average Session Length5 4:10 3:59 4.57% 4:03 2.88%
Mobile Device: Android Traffic6 3.21% 1.01% 219.60% 4.05% -20.74%
Mobile Device: iPhone Traffic7 4.06% 1.97% 106.62% 5.38% -24.54%
Mobile Device: iPad Traffic8 3.27% 0.85% 287.08% 4.75% -31.16%
Social Summary Metrics Cyber Monday 2011 Cyber Monday 2010 % Change (y/y) Black Friday 2011 % Change (W/W)
Social: Percentage of Sales1 0.56% 0.41% 36.51% 0.53% 5.66%
Social: Percentage of Site Traffic2 0.93% 0.86% 6.84% 0.92% 1.09%
Social: Facebook Referral Traffic3 0.80% 0.73% 9.20% 0.69% 15.94%
Social: Twitter Referral Traffic4 0.02% 0.07% -69.27% 0.02% 0.00%

*NOTE: The percent change for year-over-year day-over-day calculations are based on matched retailer lists for each time period.

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.

Transactions Summary Metrics

1. Items per Order The average number of items purchased per order.
2. Average Order Value The average value of each order.

Conversion Summary Metrics

1. Conversion Rate The percentage of sessions in which visitors completed an order.
2. New Visitor Conversion Rate Out of all new visitor sessions, the percentage that completed an order.
3. Shopping Cart Sessions The percentage of sessions in which visitors placed at least one item in their shopping carts.
4. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
5. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.

Session Traffic Summary Metrics

1. Average Session Length The average length of time for a visitor session.
2. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
3. Browsing Session Percentage The percentage of sessions in which visitors viewed at least one product page.
4. Page Views Per Session The average number of pages viewed by visitors per session.
5. Product Views Per Session The average number of products viewed by visitors per session.

Mobile Summary Metrics

1. Mobile: Percentage of Sales Out of all online sales, the percentage that was from a mobile device.
2. Mobile: Percentage of Site Traffic Out of all sessions, the percentage that was from a mobile device.
3. Mobile: Bounce Rate The percentage of sessions from mobile devices in which visitors only viewed one page before leaving the site.
4. Mobile: Conversion Rate The percentage of sessions from mobile devices in which visitors completed an order.
5. Mobile: Average Session Length The average length of time for a visitor session from a mobile device.
6. Mobile Device: Android Traffic Out of all sessions, the percentage that was from an Android mobile device.
7. Mobile Device: iPhone Traffic Out of all sessions, the percentage that was from an iPhone mobile device.
8. Mobile Device: iPad Traffic Out of all sessions, the percentage that was from an iPad mobile device.

Social Summary Metrics

1. Social: Percentage of Sales Out of all online sales, the percentage that was from a social site referral.
2. Social: Percentage of Site Traffic Out of all sessions, the percentage that was from a social site referral.
3. Social: Facebook Referral Traffic Out of all sessions, the percentage that was from a Facebook referral.
4. Social: Twitter Referral Sessions Out of all sessions, the percentage that was from a Twitter referral.

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Black Friday and Cyber Monday 2011 have come to a close and IBM has the latest online retail performance data. 2011 marked a banner year on a number of fronts with mobile traffic growing by more than 200% and Thanksgiving turning out to be a huge shopping day for consumers as they responded to retailers' early Black Friday promotions. Read the full reports to get details on these as well as a number of other trends from the holiday shopping season.

Real-time Sales Black Friday

Mobile Devices Including the iPhone and iPad Account for 14.3 Percent Of All Black Friday Online Retail Traffic

U.S. shoppers took advantage of early sales this holiday driving a 39.3 percent increase in online Thanksgiving day spending while setting the stage for 24.3 percent online growth on Black Friday compared to the same period last year.

As part of IBM’s Smarter Commerce initiative, IBM's online retail benchmark study revealed the following trends as of 12:00 am PST on Black Friday 2011:

Online Retail Categories:

Download the Full Benchmark Black Friday 2011 Report (435KB)

U.S. Retail

Transaction Summary Metrics Black Friday 2011 Black Friday 2010 % Change (y/y) Friday Nov 18, 2011 % Change (w/w)
Items Per Order1 6.37 7.44 -13.52% 7.58 -15.75%
Average Order Value2 $190.10 $190.80 -0.20% $188.82 0.78%
Conversion Summary Metrics Black Friday 2011 Black Friday 2010 % Change (y/y) Friday Nov 18, 2011 % Change (w/w)
Conversion Rate1 4.57% 4.61% -6.27% 4.14% 10.47%
New Visitor Conversion Rate2 3.55% 3.80% -13.13% 3.02% 17.51%
Shopping Cart Sessions3 11.30% 11.28% -2.82% 9.99% 13.35%
Shopping Cart Conversion Rate4 34.47% 35.21% -1.68% 33.20% 3.54%
Shopping Cart Abandonment Rate5 65.53% 64.79% 0.91% 66.80% -1.77%
Session Traffic Summary Metrics Black Friday 2011 Black Friday 2010 % Change (y/y) Friday Nov 18, 2011 % Change (w/w)
Average Session Length1 7:26 7:39 -2.89% 7:13 3.23%
Bounce (One Page) Rate2 33.10% 32.11% 0.56% 34.27% -4.14%
Browsing Sessions3 47.23% 48.79% -2.89% 46.04% 2.83%
Page Views Per Session4 7.59 8.14 -5.03% 7.17 6.31%
Product Views Per Session5 1.79 1.78 1.91% 1.64 9.51%
Mobile Summary Metrics Black Friday 2011 Black Friday 2010 % Change (y/y) Friday Nov 18, 2011 % Change (w/w)
Mobile: Percentage of Sales1 9.84% 3.18% 209.61% 7.78% 26.49%
Mobile: Percentage of Site Traffic2 14.33% 5.56% 157.54% 11.18% 28.73%
Mobile: Bounce Rate3 41.31% 42.47% -2.33% 43.19% -4.43%
Mobile: Conversion Rate4 2.78% 1.97% 32.51% 2.38% 16.74%
Mobile: Average Session Length5 4:03 3:57 2.26% 3:48 6.65%
Mobile Device: Android Traffic6 4.05% 1.43% 185.34% 3.53% 15.09%
Mobile Device: iPhone Traffic7 5.38% 2.52% 114.92% 4.33% 24.67%
Mobile Device: iPad Traffic8 4.75% 1.33% 260.69% 3.18% 49.63%
Social Summary Metrics Black Friday 2011 Black Friday 2010 % Change (y/y) Friday Nov 18, 2011 % Change (w/w)
Social: Percentage of Sales1 0.53% 0.55% -3.90% 0.59% -10.18%
Social: Percentage of Site Traffic2 0.92% 0.88% 4.61% 1.04% -10.98%
Social: Facebook Referral Traffic3 0.69% 0.72% -3.34% 0.81% -13.92%
Social: Twitter Referral Traffic4 0.02% 0.08% -76.96% 0.03% -36.70%

*NOTE: The percent change for year-over-year day-over-day calculations are based on matched retailer lists for each time period.

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.

Transactions Summary Metrics

1. Items per Order The average number of items purchased per order.
2. Average Order Value The average value of each order.

Conversion Summary Metrics

1. Conversion Rate The percentage of sessions in which visitors completed an order.
2. New Visitor Conversion Rate Out of all new visitor sessions, the percentage that completed an order.
3. Shopping Cart Sessions The percentage of sessions in which visitors placed at least one item in their shopping carts.
4. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
5. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.

Session Traffic Summary Metrics

1. Average Session Length The average length of time for a visitor session.
2. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
3. Browsing Session Percentage The percentage of sessions in which visitors viewed at least one product page.
4. Page Views Per Session The average number of pages viewed by visitors per session.
5. Product Views Per Session The average number of products viewed by visitors per session.

Mobile Summary Metrics

1. Mobile: Percentage of Sales Out of all online sales, the percentage that was from a mobile device.
2. Mobile: Percentage of Site Traffic Out of all sessions, the percentage that was from a mobile device.
3. Mobile: Bounce Rate The percentage of sessions from mobile devices in which visitors only viewed one page before leaving the site.
4. Mobile: Conversion Rate The percentage of sessions from mobile devices in which visitors completed an order.
5. Mobile: Average Session Length The average length of time for a visitor session from a mobile device.
6. Mobile Device: Android Traffic Out of all sessions, the percentage that was from an Android mobile device.
7. Mobile Device: iPhone Traffic Out of all sessions, the percentage that was from an iPhone mobile device.
8. Mobile Device: iPad Traffic Out of all sessions, the percentage that was from an iPad mobile device.

Social Summary Metrics

1. Social: Percentage of Sales Out of all online sales, the percentage that was from a social site referral.
2. Social: Percentage of Site Traffic Out of all sessions, the percentage that was from a social site referral.
3. Social: Facebook Referral Traffic Out of all sessions, the percentage that was from a Facebook referral.
4. Social: Twitter Referral Sessions Out of all sessions, the percentage that was from a Twitter referral.

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