The study said mobile accounted for 35% of all online shopping traffic -- a 40% increase versus the fourth quarter of 2012. And this year, mobile sales were 16.6% of all online sales, up more than 46% versus the year before.
There was a big increase in smartphone sales, with these mobile devices driving 21.3% of all online traffic -- nearly double that of tablets at 12.8%. But tablets drove 11.5% of all actual online sale -- a percentage twice that of smartphones, which accounted for 5%. Tablet users also averaged $118.09 per order, versus smartphone users, who averaged $104.72 per order, per IBM's study.
Shoppers favored iOS platforms fivefold versus Android, driving 12.7% versus 2.6% for the latter. IBM says iOS users also spent $115.42 per order -- 40% higher than Android users, who spent $83.56 per order. iOS also led as a component of overall traffic, with 22.1% vs. 10.6% for Android.
On social media, shoppers referred from Facebook spent an average of $60.48 per order versus Pinterest referrals, which drove $109.93 per order. But Facebook referrals converted at more than three and a half times the rate of Pinterest referrals, per IBM.
The study also found that department stores drove fourth-quarter online sales, with a 62.8% growth over last year, with mobile sales growing by 49.6% year-over-year. In product categories, health and beauty grew by 14.7% in the fourth quarter, with mobile sales growing by 81.7% year-over-year. Online sales of home goods grew by more than 46.4% versus 2012, with mobile sales growing by 38%. Fourth-quarter online sales of apparel grew by 10.2% over 2012, with mobile sales growing by 54.5% year-over-year.
IBM reported that the results were driven in part by record online sales over Thanksgiving (up 19.7% versus 2012), Black Friday
(up 19%) and Cyber Monday (up 20.6%).
"Online Shopping" photo from Shutterstock.