IBM: Online Christmas Day sales up 16.5%

Armonk, N.Y. -- Overall Christmas Day online sales were up 16.5% from the same period last year. IBM Digital Analytics Benchmark data for Dec. 25, 2013 shows mobile traffic was the highest IBM recorded this holiday season, accounting for 48% of all online traffic, up 28.3% compared to the same period last year.

Mobile sales also remained strong, approaching 29% of all online sales, up 40% from 2012.

Smartphones drove 28.5% of all online traffic compared to tablets at 18.1%, making it the browsing device of choice. Tablets drove 19.4% of all online sales, more than twice that of smartphones, which accounted for 9.3%. Tablet users also averaged $95.61 per order, compared to smartphone users, who averaged $85.11 per order.

As a percentage of total online sales, iOS was more than five times higher than Android, driving 23% compared to 4.6% for Android. On average, iOS users spent $93.94 per order, nearly twice that of Android users, who spent $48.10 per order. iOS also led as a component of overall traffic with 32.6% compared to 14.8% for Android.

Shoppers referred from Facebook averaged $72.01 per order, compared to Pinterest referrals, which drove $86.83 per order. However, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

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