Cyber Monday 2102 Crushes Online Sales Records
Cyber Monday online consumer sales sprinted ahead by some 30 percent over last year’s totals driven by mobile device shopping, with Apple (NASDAQ: AAPL) iPad users generating more traffic than any other tablet or smartphone, according to IBM’s (NYSE: IBM) Digital Analytics Benchmark. The cloud-based web analytics platform tracks about 1 million e-commerce transactions a day, analyzing terabytes of raw data from 500 retailers across the United States.
In a nutshell, online sales across multiple channels defined the day. Read on for some of the more telling details:
- On Cyber Monday, about 18 percent of consumers used a mobile device to visit a retailer’s site, an increase of more than 70 percent over 2011. Mobile sales reached about 13 percent, an increase of more than 96 percent over 2011.
- The iPad drove more than 7 percent of online shopping, followed by the iPhone at 6.9 percent and Android devices at 4.5 percent. The iPad also continued to dominate tablet traffic at 90.5 percent, followed by Amazon’s (NASDAQ: AMZN) Kindle at 2.6 percent, the Samsung Galaxy Tab at 2 percent and the Barnes and Noble Nook at 0.6 percent.
- Overall, 58.1 percent of consumers used smartphones compared to 41.9 percent who used tablets to surf for bargains on Cyber Monday.
- Average order size fell by 6.6 percent to $185.12 but the average number of items per order increased 14.1 percent to 8.34 compared to Black Friday.
- Online sales were up more than 36 percent over Black Friday but on Cyber Monday both mobile traffic and sales were down more than 20 percent as consumers went back to work.
- Shoppers referred from social networks such as Facebook, Twitter, LinkedIn and YouTube generated 0.41 percent of all online sales on Cyber Monday, a slide of more than 26 percent from 2011.
“Retailers that adopted a smarter marketing approach to commerce were able to adjust to the shifting shopping habits of their customers, whether in-store, online or via their mobile device of choice, and fully benefit from this day and the entire holiday weekend,” said Jay Henderson, IBM Smarter Commerce strategy director.