Mobile's Merry Christmas: 57% of All Online Traffic, 35% of Sales

If nothing else on Christmas Day, consumers were using their phones to shop.

Yesterday’s one-day sales numbers are in and mobile accounted for more than half (57%) of all online traffic, up 19% over last year.

Mobile accounted for 35% of all online sales on Christmas Day, according to the latest IBM Digital Analytic Benchmark, which tracks sales by the hour.

Overall online sales were up 8% compared to Christmas last year and shoppers spent more per order this year as well.

The average order value was $100 with shoppers purchasing an average of 4 items per order.

Smartphones drive 41% of total online traffic compared to tablets at 16%.

For actual buying, slightly more sales came from tablets (18%) than smartphones (16%).

While consumers migrate to mobile for shopping, desktop activity remains strong, accounting for 43% of all online traffic and 65% of sales yesterday, according to the IBM data.



Consistent with numerous other studies, Apple outpaced Android devices for shopping activity.

The average order value from those using Apple devices was $97 compared to $67 from Android consumers. Apple iOS accounted for 39% of total online traffic, more than double that of Android at 18%.

Apple devices also accounted for 27% of total online sales, compared to 8% from consumers using Android devices.

No matter how you look at it, mobile had a very nice Christmas.


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