IBM’s Digital Analytics Benchmark Holiday Staff, reporting the online shopping trends thry saw for Wednesday, December 25, Christmas Day, note that overall, online sales were up 16.5 percent over the same period last year.
Mobile traffic was the highest they’d 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.
The report notes that smartphones drove 28.5 percent of all online traffic with tablets at 18.1 percent, making handsets the browsing device of choice. On the other hand the analysts found that when it comes to making actual sales, 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.
As a percentage of total online sales, iOS users outnumbered Androidistas by a factor of greater than 5x, iOS users driving 23 percent of vs. 4.6 percent for Android. On average, iOS users also spent $93.94 per order — nearly twice what Android users, who spent $48.10 per order, averaged. iOS also led as a component of overall traffic with 32.6 percent vs. 14.8 percent for Android.
These metrics 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. For real-time data alerts, visit:
or follow the hashtag #SmarterCommerce