What did Santa bring online retailers, this Christmas? They must have been good, as the day delivered a 16.5% boost in sales, year-over-year.
That’s according to the latest IBM
Digital Analytics Benchmark data, which saw mobile traffic reach its highest levels this season. Overall, mobile accounted for 48% of all online traffic, which represented a 28.3% increase compared to
the same period last year.
Mobile sales also remained strong, as they approached 29% of all online sales -- up 40% over 2012. Smartphones drove 28.5% of all online traffic compared to
tablets, which were responsible for 18.1% of traffic. As such, IBM calls tablets, “the browsing device of choice.”
When it came to making the sale, tablets drove
19.4% of all online sales -- more than twice that of smartphones, which accounted for 9.3% of sale. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per
Also of note, as a percentage of total online sales, Appl’e iOS operating system was more than five times higher than Android, driving 23% vs. 4.6% for Android. On average, iOS
users spent $93.94 per order -- nearly twice that of Android users, who spent $48.10 per order. iOS also led as a component of overall traffic with 32.6% compared to 14.8% for Android.
As for social networks, shoppers referred from Facebook averaged $72.01 per order, versus Pinterest referrals, which drove $86.83 per order. However, Facebook referrals converted sales at nearly
four times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
The data is based on the cloud-based IBM Digital Analytics Benchmark, a
real-time digital analytics platform, which tracks millions of transactions, and raw data from approximately 800 retail sites nationwide.