• by Laurie Sullivan  @lauriesullivan, November 24, 2015

IBM released data Tuesday showing the type of search and campaigns that drove U.S. online shopping transactions Monday across mobile and desktop, as well as all search engines running on all browsers.

Paid search drove 10.4% of all online sales Monday, down 13.2% from the year-ago day in 2014 -- and 10.3% of all online traffic, down 6.6% from this day in 2014, according to Doug Fraim, IBM Commerce spokesperson.

Organic search across Bing, Google and Yahoo accounted for 13.6% of online sales -- up 5.1% from this day in 2014 -- and 17.6% of online traffic, down 6.7% from this day in 2014.

Marketing campaigns -- any type of campaign that allows a prospect to get to a retail site directly by clicking on a link such as promotional emails and newsletters -- drove 27.8% of online sales, down 5.3% from this day in 2014, compared with 33.9% of all online traffic, down 0.15% from this day in 2014.

Consumers spent almost the same amount per order on Nov. 23, 2015 that they did on this day in 2014. The average order value for the mobile and desktop shopper combined for Monday was $129.30 -- up over the weekend but down 0.25% over this day last year.

Mobile shoppers spent almost the same amount per order as they did in 2014. The average order value for mobile was $115.38, up 0.34% compared with 2014. Desktop had the highest average order value, at $135.38.