IBM Tracks Rise in Cyber Monday Online Shopping
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.