Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Mobile Industry News
24/7/365 Network Uptime!
Average Rating:
Rate this article:  
IBM Survey Reveals Smartphones Drove Online Holiday Traffic
IBM Survey Reveals Smartphones Drove Online Holiday Traffic

By Jennifer LeClaire
December 27, 2013 11:33AM

    Bookmark and Share
Smartphones drove 28.5 percent of all online holiday traffic compared to tablets at 18.1 percent, making it the browsing device of choice, according to IBM. And when it comes to making the sale, IBM said tablets drove 19.4 percent of all holiday online sales. That’s more than twice that of smartphones, which accounted for 9.3 percent.
 



While Amazon is grabbing headlines with revelations that its Cyber Monday orders rose 39 percent in 2013 and it otherwise set records for the holiday shopping season, IBM is focusing on mobile and social shopping.

The IBM Digital Analytics Benchmark offers stats upon stats about Android, iOS, Facebook and other mobile shopping factors. The big picture: Overall Christmas Day online sales were up 16.5 percent over the same period last year.

“Mobile traffic was the highest we've seen over this holiday season, accounting for 48 percent of all online traffic, up 28.3 percent compared to the same period last year,” IBM reports. “Mobile sales also remained strong, approaching 29 percent of all online sales, up 40 percent over 2012.”

iOS Dominates

Meanwhile, smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent, making it the browsing device of choice, according to Big Blue. And when it comes to making the sale, the company reported that tablets drove 19.4 percent of all online sales. That’s more than twice that of smartphones, which accounted for 9.3 percent. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per order.

As a percentage of total online sales, IBM reports that iOS was more than five times higher than Android, driving 23 percent versus 4.6 percent for Android. On average, iOS users spent $93.94 per order. That’s nearly twice that of Android users, who spent $48.10 per order. iOS also led as a component of overall traffic with 32.6 percent vs. 14.8 percent for Android.

We caught up with Charles King, principal analyst at Pund-IT, to get his thoughts on the report. He told us Apple products do tend to sell for higher prices than most Android-based devices do and the figures may simply reflect the generally higher income brackets of Apple customers.

“It would be sort of interesting to know whether or not these shopping excursion were being driven through a basic browser or if they were actually being enabled by a retail app,” King said. “That didn’t shake out in this report.”

Social Shopping

Looking for metrics on social influence? The battle there was seemingly between Facebook and Pinterest. Shoppers referred from Facebook averaged $72.01 per order, versus Pinterest referrals, which drove $86.83 per order. However, IBM reported, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

“The fact that Pinterest referrals were driving notably higher order values than [Facebook] is noteworthy,” King said, pointing to how much attention Facebook has garnered for its efforts to crack the mobile advertising market and define its value.

“The fact that Facebook’s sales conversion were about four times Pitnerest’s speaks to the social media giant’s favor,” he said. “But the fact that a social network like Pinterest that doesn’t get much attention relative to mobile advertising can drive a significantly higher per transaction value than a company that lives and dies on its ad revenues is telling.”
 

Tell Us What You Think
Comment:

Name:





 Mobile Industry News
1.   Verizon Throttling Data Speeds
2.   China To Call Qualcomm a Monopoly
3.   Sprint Becomes Google Apps Reseller
4.   Facebook 2Q Earnings, Revenue Soar
5.   Nokia's Post-Handset Future Is Bright


advertisement
Verizon Throttling Data Speeds
Hammer falls on unlimited 4G plans.
Average Rating:
Earnings, Excitement Grow for Apple
Momentum mounts as rumors swirl.
Average Rating:
Microsoft CEO Sees 'Bold' Plan Ahead
With unified Windows for all platforms.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 

Enterprise Hardware Spotlight
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 

Mobile Technology Spotlight
Verizon Plans Throttling for 'Unlimited' Bandwidth Hogs
In what could be an opportunity for competing wireless carriers, Verizon is throttling data speeds on unlimited 4G plans because of more consumer demand for high-speed data networks.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 
Is the Amazon Fire Phone a Winner?
A late entry into a packed category of smartphones, Amazon's Fire phone offers a variety of unique features. Now, the reviewers are assessing if they're enough to make the phone stand out.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.