Shopping trends on December 25 were revealed by IBM and showed that cell phones beat out tablets.
IBM has released its figures regarding mobile commerce and shopping trends that occurred on Christmas Day 2013, and it has shown that even though the tablet has been seen as the primary shopping device, it was smartphones that led the way on that specific day of the year.
This is according to the IBM Digital Analytics Benchmark and the assessments it included.
When it comes to mobile commerce both in traffic and in sales, smartphones were the leader and had experienced considerable growth. The report also indicated that 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.”
Mobile commerce was led by smartphones, which made up far more online traffic than tablets.
In fact, the report from IBM showed that of all online traffic on Christmas Day, smartphones were responsible for 28.5 percent. Comparatively, tablets made up 18.1 percent. This clearly illustrates that smartphones are the device of choice when it comes to browsing for products and services. That said, tablets remain the leader in terms of online sales in the mobile sphere.
Tablets drove 19.4 percent of all of the online sales on that day, which was over twice the amount generated by smartphones, from which only 9.3 percent of purchases had been made. Moreover, tablet users spent more on Christmas than smartphone users. The average order made on a tablet was $95.61, whereas smartphone users spent an average of $85.11 per order.
When looking at the operating systems behind the devices, iOS was once again the clear winner, with Android in second place. When looking at total online sales, an Android user was five times less likely to make a purchase than an Apple device user. iOS devices made up 23 percent of online sales when compared to Android’s far lower 4.6 percent.
According to the mobile commerce and online shopping report, “On average, iOS users spent $93.94 per order, nearly twice that of Android users, who spent $48.10 per order.”
