Cyber Monday 2013 biggest online shopping day in history
By Jen Osieczanek
There was no hangover on Cyber Monday despite Black Friday deals starting before Thanksgiving. Consumers still took to the internet on Monday in search of discounts and deals on holiday gifts – and did so in record numbers.
Cyber Monday was the largest online shopping day in history with a 20.6 percent increase in sales from last year, according to data collected by IBM. The firm’s findings are from cloud-based analytics.
Another key revelation from the findings: Mobile sales are significantly growing, accounting for more than 17 percent of total online sales. That figure is an increase of more than 55 percent from 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,” Jay Henderson, Strategy Director, IBM Smarter Commerce, said in a statement. “The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55 percent growth over last year.”
Other highlights from IBM’s findings:
- While Cyber Monday sales grew by 20.6 percent, the average order value was actually down 1 percent to $128.77.
- Mobile traffic grew by 45 percent from 2012, accounting for 31.7 percent of all online traffic this year.
- More consumers are using smartphones to search for deals than tablets, but they’re making their purchases on the latter. Smartphones drove 19.7 percent of all online traffic compared to 11.5 percent for tablets. But, tablets accounted for 11.7 percent of all online sales, more than double that of smartphones (5.5 percent). Tablet users also spent more (on average $126.30 per order) compared to smartphone shoppers ($106.49 per order).
- And when it comes to spending more, those using Apple’s iOS exceeded Android users at $120.29 compared to $106.70.
- When IBM looked at the influence of social media, it found that Facebook still wins over Pinterest. On average, holiday shoppers referred from Facebook spent 6 percent more per order than those coming from Pinterest. Also, Facebook referrals converted sales at a rate 38 percent higher than Pinterest.
- And finally, sales from Thanksgiving Day through Cyber Monday resulted in the highest five-day online sales period ever. Sales grew 16.5 percent over the same stretch last year.
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