Cyber Monday Caps Record driven by Mobile Shopping
Cyber Monday Caps Record driven by Mobile Shopping : IBM reported strong growth on Thanksgiving and Black Friday, culminating with a record five-day ‘Cyber Week’ period for online shopping. From Thanksgiving through Cyber Monday, overall online sales increased 12.6 percent, with mobile sales up 27.2 percent compared to the same period in 2013. iOS devices continued to lead in mobile shopping with traffic more than twice, and sales nearly four times, that of Android devices during Cyber Week.
“For the first time mobile devices drove more than half of Thanksgiving online traffic, a trend that continued throughout Cyber Week," said Jay Henderson, Director, IBM Smarter Commerce. “As the holiday shopping season becomes less concentrated on a single day, retailers and marketers took advantage by making it easier for consumers to find the best deals on the go, whenever and wherever they chose to shop.”
The IBM Digital Analytics Benchmark is delivered to clients through the company’s Smarter Commerce initiative, which combines innovation from $3.5 billion invested to develop the industry’s leading customer engagement platform with expertise working with 8,000 global brands and 35,000 commerce engagements.
Cyber Monday 2014 Compared to Cyber Monday 2013:
Online Sales Grow: The Monday after Thanksgiving remained the busiest day for online shopping over the five day period. Cyber Monday online sales grew by 8.5 percent over 2013. Average order value was $124.21, down 3.5 percent year-over-year.
Cyber Monday Becomes Mobile Monday: Cyber Monday mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Mobile sales were also strong, reaching 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year.
New York City Takes Top Spot for Cyber Sales: New York City again claimed the top spot for Cyber Monday sales, followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. On average, New York City shoppers spent $112.44 per order on Cyber Monday.
Smartphones Browse, Tablets Buy: As the new digital shopping companion for many consumers, smartphones drove 28.5 percent of all Cyber Monday online traffic, more than double that of tablets, which accounted for 12.5 percent of all traffic. Yet, when it comes to mobile sales, tablets continue to win the shopping war – driving 12.9 percent of online sales compared to 9.1 percent for smartphones, a difference of 41.5 percent. Tablet users also averaged $121.49 per order compared to $99.61 for smartphone users, a difference of 22 percent.
iOS vs. Android: iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics on Cyber Monday