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A Very Mobile Christmas Day

Posted on 12.26.2013

Not all holiday shopping is completed before December 25th. In Fact, a new report from IBM reveals that online sales from Christmas Day were up 16.5 percent compared to last year – and mobile was one of the biggest drivers of conversions.

According to the report, the peak of this holiday season’s mobile traffic actually occurred on Christmas Day, which was up 28.3 percent from last year and accounted for 48 percent of all online traffic. Christmas's mobile traffic was also profitable, with sales increasing 40 percent compared to 2012.

The data, however, shows a difference between smartphone and tablet traffic, with smartphone users leveraging their devices to browse and tablet users leveraging their devices to purchase. For instance, smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent. Tablets also drove 19.4 percent of all online sales and averaged $95.61 per order, while smartphones drove just 9.3 percent and averaged $85.11 per order.

It is also important to note that iOS kicked Android’s virtual butt on Christmas Day. In fact, IBM reports that conversions from iOS devices were more than five times higher than Android, driving 23 percent vs. 4.6 percent of sales. Plus, iOS users spent an average of $93.94 per order, while Android users spent an average of $48.10 per order.

Last, but not least, IBM sheds light on social’s influence on Christmas Day sales. The data shows that shoppers referred from Facebook averaged $72.01 per order, while shoppers referred from Pinterest averaged $86.83 per order. That said, Facebook referrals converted at almost four times the rate of Pinterest referrals. These stats show that both Facebook and Pinterest are influential when it comes to conversions, which means that merchants should continue to take advantage of both social networks by promoting products and interacting with their followers in the New Year.


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