US shoppers made Cyber Monday the biggest online shopping day in history, with a 20,6% increase in online sales.
According to the latest cloud-based analytics findings from IBM, mobile sales led the way, exceeding 17% of total online sales, an increase of 55,4% year-over-year.
Cyber Monday also capped the highest five-day online sales period on record – from Thanksgiving Day through Cyber Monday – which grew 16,5% 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,” says Jay Henderson, strategy director of IBM Smarter Commerce. “The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55% growth over last year.”
Cyber Monday 2013’s online sales set a new record compared to Cyber Monday 2012, growing by 20,6% over 2012. Average order value was $128.77, down 1% year-over-year.
New York took the top spot for total online retail sales on Cyber Monday. Rounding out the top five were Washington DC, Los Angeles, Chicago and Atlanta.
Mobile traffic grew to ,31,7% of all online traffic, increasing by 45% over 2012. Mobile sales were also very strong, exceeding 17% of total online sales, an increase of 55,and 4% year-over-year
Smartphones drove 19,7% of all online traffic compared to tablets at 11,5%, making it the browsing device of choice. When it comes to making the sale, tablets drove 11,7% of all online sales, more than double that of smartphones, which accounted for 5,5%. On average, tablet users spent $126.,30 per order compared to smartphone users who spent $106.49.
On average, iOS users spent $120.29 per order, compared to $106.70 per order for Android. iOS traffic reached 22,4% of all online traffic, compared to 9,1% for Android. iOS sales reached 14,5% of all online sales, compared to 2,6% for Android.
On average, retailers sent 77% more push notifications during the five day holiday shopping period – the alert messages and popup notifications from apps installed on your mobile device – when compared to daily averages over the past two months. Average daily retail app installations also grew by 29% using the same comparison
On average, holiday shoppers referred from Facebook spent 6% more per order than shoppers referred from Pinterest. Facebook average order value was $97.81 versus Pinterest average order value which was $92.40. Facebook referrals converted sales at a rate ,38% higher than Pinterest.
Cyber Monday online sales were up ,31,5% over Black Friday this year, yet consumers spent 5% more per order on Black Friday versus Cyber Monday. Cyber Monday shoppers spent 5% less per order with an average order value of $128.77 compared with $1,35.27 for Black Friday.
The IBM Digital Analytics Benchmark also reported realtime trends across four of the hottest retail categories this holiday season:
* Department stores: Cyber Monday total online sales grew by 70.,3% over 2012, with mobile sales growing 52% year-over-year. Average order value was $161.83, up 18.7% year-over-year.
* Health and beauty: Cyber Monday total online sales grew by 65.1% over 2012, with mobile sales growing 84% year-over-year. Average order value was $60.22, an increase of 6.8% year-over-year.
* Home goods: Cyber Monday total online sales grew by 26,5% over 2012, with mobile sales growing 40.5% year-over-year. Average order value was $182.19, an increase of 9,2% year-over-year.
* Apparel: Cyber Monday total online sales grew by 22,5% over 2012, with mobile sales growing by 58.,3% year-over-year. Average order value was $102.8,3, a decrease of 6,9% year-over-year.