Mobile shopping up 94% on Cyber Monday
IBM finds shoppers spent £80 per order with Samsung mobile users spending most when shopping online
The IBM Digital Analytics Benchmark* reveals that on Monday 2nd December, Online Sales Increased by 31.6% compared to the same Monday in 2012. Average Order Value was £81.17, an increase of 1.4% over last year.
On mobile phones the AOV was £82.24, demonstrating increased consumer confidence in using mobiles for shopping.
Mobile traffic grew to 44.3% of all online traffic, an increase of 67% over 2012. Sales completed via mobile devices were also strong, growing 94.3% year over year, and exceeding 33% of total online sales.
Smartphones drove 23.9% of all online traffic versus tablets at 20.3%. When it came to making purchases, tablet users drove 20.3% of online sales, which was 57% higher than that of smartphones users, who drove 12.9%. While AOV on all mobile phones was £82.24, it was £79.86 on tablet devices.
Facebook vs. Pinterest: Shoppers referred from Facebook averaged £44.15 per order versus £59.59 per order for Pinterest referrals. However, Facebook referrals converted sales at over two times the rate of Pinterest referrals.
Chris Withers, head of Smarter Commerce for retail, Europe, IBM commented,"In the past, average order value (AOV) has always been higher on Apple devices which retailers have attributed to the higher spending power of iPhone and iPad users. But with Samsung now topping AOV for Cyber Monday in 2013, we can see how Samsung's devices now appeal to a more affluent demographic, whilst the launch of the latest iPhone may be increasing their penetration in the broader consumer market for smartphones and tablets".
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*IBM Digital Analytics Benchmark tracks millions of e-commerce transactions, analysing terabytes of raw data from more than 200 participating UK retail web sites.
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