Cyber Monday Mobile Purchases Nearly Double From 2011
Cyber Monday was the biggest online shopping day ever, according to Jay Henderson, strategy director at IBM Smarter Commerce, and mobile shopping played a significant role in its growth.
Spending increased 30.3% from the previous year, with mobile devices accounting for accounted for 12.9% of all sales. That's a 96% increase from 2011, according to IBM's Smarter Commerce initiative.
Mobile sales were lower on Cyber Monday than on Black Friday, however, a change that IBM attributes to more customers returning to work and shopping from their PCs. Both mobile traffic and mobile sales fell by 20% from Black Friday to Cyber Monday.
The iPad continues to be the top tablet in mobile commerce, accounting for 7.1% of all Cyber Monday traffic and 90.5% of all tablet-driven traffic. Second among tablets was Amazon's Kindle, at 2.6%. The Samsung Galaxy was next at 2%.
Mobile shoppers continue to prefer smartphones, however, as a slight majority (58.1%) used smartphones rather than tablets on the shopping "holiday."
Despite the overall spending increases, the average order size dipped 6.6% to $185.12, the report said. Social sales also decreased, as Facebook, Twitter, LinkedIn and YouTube generated just 0.41% of all online sales, a 26% drop from 2011.
The report was based on IBM's Digital Analytics Benchmark which tracks e-commerce data from 500 retailers nationwide on daily basis.