IBM said mobile sales led the way, exceeding 17 percent of total online sales, an increase of 55.4 percent year-over-year, according to results from the cloud-based IBM Digital Analytics Benchmark, a real-timeplatform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Moreover, Cyber Monday also capped the highest five-day online sales period on record—from Thanksgiving Day through Cyber Monday—which grew 16.5 percent over the same period in 2012.
"We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season," Jay Henderson, strategy director for IBM Smarter Commerce, said in a statement. "The mobile device has become the shopping companion of choice for consumers, driving record mobile sales, with 55 percent growth over last year."
With an increase in online sales across multiple channels, chief marketing officers (CMOs) are turning to cloud-based, real-time analytics from IBM to understand and act on consumer trends in the moment. IBM seeks to help marketing, e-commerce, merchandising and customer service leaders build deeper customer relationships across every touch in the commerce cycle.
Marking the close of Cyber Monday, as of midnight Dec. 3, IBM identified several trends, including that Cyber Monday online sales grew by 20.6 percent from 2012, with an average order value of $128.77, down 1 percent year-over-year.
New York City took the top spot for total online retail sales on Cyber Monday. Rounding out the top five were Washington, D.C.; Los Angeles; Chicago and Atlanta. And mobile traffic grew to 31.7 percent of all online traffic, increasing by 45 percent over 2012. Mobile sales were also very strong, exceeding 17 percent of total online sales, an increase of 55.4 percent year-over-year.
IBM's data showed that consumers used smartphones to browse, but tablets to buy items. Smartphones drove 19.7 percent of all online traffic, compared with tablets at 11.5 percent, making it the browsing device of choice.
However, when it came to making the sale, tablets drove 11.7 percent of all online sales; more than double that of smartphones, which accounted for 5.5 percent. On average, tablet users spent $126.30 per order, compared with smartphone users who spent $106.49.
Also, regarding the OS of choice, iOS users spent more than Android users. On average, iOS users spent $120.29 per order, compared with $106.70 per order for Android. iOS traffic reached 22.4 percent of all online traffic, compared with 9.1 percent for Android. iOS sales reached 14.5 percent of all online sales, compared with 2.6 percent for Android.