Mobile played a key role in driving online sales during the holiday shopping season in 2014. According to IBM, mobile accounted for more than half of all online traffic and one-in-three online purchases.
The company’s holiday benchmark data reveals that online sales on Christmas Day 2014 increased 8 percent compared to the same period in 2013. The growth was primarily driven by mobile, as mobile traffic represented 57 percent of all online traffic on Christmas Day, up by 19 percent over the same time last year.
Meanwhile, mobile sales accounted for 35 percent of all online sales on Christmas Day in 2014, a 20 percent year-over-year jump, according to the report.
A deeper look at different mobile devices shows that smartphones drive online traffic, while tablets rev up online sales. Specifically, on Christmas Day 2014, smartphones represented 41 percent of total online traffic, more than two and a half times that of tablets. However, when it comes to purchases, tablets accounted for 18 percent of online sales, approximately 2 percent more than smartphones.
In addition, IBM found that Apple iOS outpaced Android in mobile shopping during holiday season 2014, as Apple iOS accounted for 27 percent of total online sales, nearly four times that of Android.
IBM also analyzed shopping trends across two major social media platforms: Facebook and Pinterest. It found that Pinterest referrals drove an average of $100 per order, compared to $90 per order by Facebook.
To know more insights, you can read the full report here.
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