IBM: Mobile Traffic Soars in Holiday Online Shopping
As noted, Thanksgiving Day online sales grew 19.7 percent year-over-year, followed by Black Friday, with sales increasing 19 percent from 2012. Average order value for Black Friday was $135.27, up 2.2 percent year-over-year. New York City took the top spot for online sales on Black Friday. Rounding out the top five were Atlanta, Los Angeles, Washington, D.C., and Chicago. Mobile traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday last year. Mobile sales were also strong, reaching 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year. Smartphones drove 24.9 percent of all online traffic on Black Friday, compared with tablets, at 14.2 percent, making it the browsing device of choice. Tablets drove 14.4 percent of all online sales, double that of smartphones, which accounted for 7.2 percent of all online sales. On average, tablet users spent $132.75 per order, compared with smartphone users who spent $115.63, a difference of 15 percent. On BlackFriday, iOS users spent $127.92 per order on average, compared with $105.20 per order for Android users. iOS traffic reached 28.2 percent of all online traffic, compared with 11.4 percent for Android. iOS sales reached 18.1 percent of all online sales, compared with 3.5 percent for Android.Also, on average, holiday shoppers referred from Pinterest on Black Friday spent 77 percent more per order than shoppers referred from Facebook. The Facebook average order value was $52.30, versus the Pinterest average order value, which was $92.51. However, Facebook referrals converted sales at nearly four times the rate of Pinterest. Meanwhile, the IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season. For department stores, Black Friday total online sales grew by 61.4 percent from the 2012 level, with the mobile percentage of sales growing by 46.4 percent. Average order value was $146.84, an increase of 15 percent year-over-year. For health and beauty products, Black Friday total online sales grew by 28 percent from 2012, with the mobile percentage of sales growing by 65 percent. The average order value was $66.31, an increase of 3.2 percent year-over-year. For home goods, Black Friday total online sales grew by 16.8 percent from 2012, with the mobile percentage of sales increasing 24 percent. Average order value was $207.80, an increase of 15 percent year-over-year. And for apparel, Black Friday total online sales grew by 50.4 percent from the 2012 level, with the mobile percentage of sales growing by 43 percent. The average order value was $123.31, an increase of 3.5 percent year-over-year.
Moreover, retailers resorted to pushing promotions to mobile shoppers. On average, retailers sent 37 percent more push notifications—the alert messages and pop-up notifications from apps installed on your mobile device—during the two-day period over Thanksgiving Day and Black Friday, compared with daily averages over the past two months. Average daily retail app installations also grew by 23 percent, using the same comparison. Retailers sent more notifications on Thanksgiving Day than Black Friday, IBM said.