Mobile Holiday Sales Up Over 25%: IBM

Posted on by Beth Negus Viveiros

Mobile sales were up nearly 23% during the 2014 holiday shopping season, an increase of 27.2% year over year, according to IBM’s Digital Analytics Benchmark report.

The report looked at shopping patterns from Nov. 1 through Dec. 31, 2014. Mobile traffic accounted for 45% of all online traffic during this period, an increase of 25.5% over 2013.

Smartphones drove 31.2% of total online traffic, nearly two and a half times that of tablets, which accounted for 13.4% of all online traffic. But, more shopping is being done on tablets, which accounted for 13.4% of online sales. Just over nine percent of online shopping was done on smartphones.

The desktop is not dead, however. PC traffic represented almost 55% of all online traffic, and 77.3% of online sales. And, consumers spent more money on their desktops with an average order of $125.12 versus $104.82 on mobile devices.

IBM also reported that Apple iOS once again led the way in mobile shopping this holiday season. Apple users’ average order was higher than Android users’, $110.92 versus $87.26, a 27% difference.

Online traffic from Apple devices accounted for 30.3% of total online traffic, while Android users accounted for only 14.3% of online traffic. And, online sales on Apple devices accounted for over 17% of total online sales, while Android devices drove just under five percent

Overall, online sales were up almost 14% over the 2013 holiday shopping season. The average order value, however, was down eight percent—shoppers purchased an average of four items per order, spending $119.33.




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