IBM Tracks Rise in Cyber Monday Online Shopping

 
 
By Darryl K. Taft  |  Posted 2014-12-02 Print this article Print
 
 
 
 
 
 
 
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IBM's Digital Analytics Benchmark tracked holiday online shopping from Thanksgiving Day through Black Friday and on to Cyber Monday.

Once again, Cyber Monday saw an increase in online sales over the year before. IBM’s Digital Analytics Benchmark, which tracks online shopping transactions, showed that this year’s online sales were up 8.1 percent over the same period on Cyber Monday 2013.

IBM reported that as of 6 p.m. EST on Monday, Dec. 1, 2014, mobile traffic accounted for 38.3 percent of all online traffic on Cyber Monday, an increase of 30.3 percent year over year. And mobile sales accounted for 20.4 percent of all online sales on Cyber Monday, an increase of 30.1 percent year over year.

Cyber Monday online shopping continues to grow annually and this year many retailers are extending discounts further into the week to entice consumers to continue hunting for bargains online.

Among the key drivers behind the Cyber Monday trends were that consumers were able to cash-in on online bargains. The average order value was $131.66, flat compared to 2013. Shoppers also purchased an average of 4.1 items per order, up 3 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains, IBM said.

Meanwhile, desktop PC traffic represented 61.6 percent of all online traffic, and 79.6 percent of all online sales. Further, consumers spent more money on their desktops with an average order value of $136.60 compared to their mobile devices at $116.96, a difference of 16.8 percent.

Yet, mobile shopping continues to grow – with smartphones used to browse and tablets used more often to make purchases. Smartphones drove 27.9 percent of total online traffic, almost three times that of tablets, which accounted for 10.1 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 11 percent of online sales, compared to smartphones, which accounted for 9.3 percent of total online sales, a difference of 18.6 percent.

Moreover, Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics: Average order value, online traffic and online sales. Apple iOS users averaged $122.05 per order compared to $101.65 for Android users, a difference 20.1 percent. Apple iOS traffic accounted for 26.1 percent of total online traffic, more than double that of Android, which drove 11.8 percent of all online traffic. And Apple iOS sales accounted for 15.8 percent of total online sales, nearly four times that of Android, which drove 4.4 percent of all online sales.

IBM also noted that this year marked the first weekend after Thanksgiving where mobile traffic accounted for more than half of all online traffic, on Saturday and Sunday. Indeed, over the weekend, IBM’s benchmark continued to see strong mobile sales. Online sales were up 17 percent compared to the same weekend in 2013. Mobile traffic accounted for 51.2 percent of all online traffic this past weekend, an increase of 25.5 percent year over year. And mobile sales accounted for 28.9 percent of all online sales this past weekend, an increase of 24.9 percent year over year.



 
 
 
 
 
 
 
 
 
 
 
 
 

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