Cyber Monday sales rise 20% year-over-year, driven heavily by mobile
Covered in detail within an IBM study released this morning, shoppers were out in force on sites like Amazon and Walmart yesterday, snapping up deals during Cyber Monday. Specifically, online shopping rose by 20.6% compared to 2012’s Cyber Monday.
The largest boost to retailers came from consumers on mobile devices like smartphones and tablets. Mobile traffic accounted for nearly a third of all online shoppers—that’s a 45% boost over 2012. Mobile sales accounted for 17 percent of all Cyber Monday online purchases this year, another significant increase year-over-year (55% higher than 2012).
Interestingly, smartphones drove nearly double the amount of online traffic compared to tablets, but tablet traffic drove more than double the sales for retailers compared to smartphones. Consumers on tablets also spent more money on average, specifically $126.30 per order compared to $106.49 per order on smartphones.
However, both of those figures were lower than the average order value of $128.77 for all Cyber Monday orders. In addition, consumers spent about 7.5 minutes per shopping session on tablets compared to just under 5 minutes on smartphones.
Once again, iOS devices dominated Android on Cyber Monday when it came to traffic, overall sales and the average order value. Specifically, iOS devices accounted for 22.4 percent of all online traffic, 14.5 percent of all online sales and the average order value was about $120. Alternatively, Android devices accounted for 9.1 percent of all online traffic, 2.6 percent of all online sales and the average order value was about $107.
An increase in push notifications year-over-year is likely one of the reasons that mobile shopping exploded this year. Retailers sent approximately 77 percent more push notifications to mobile devices between Thanksgiving and Cyber Monday this year. The number of people that installed specific store applications also grew by 30% year-over-year.
When comparing Cyber Monday 2013 to Black Friday 2013, online sales jumped over 30%, but the average sale value dropped by about 5%. However, when Cyber Monday shoppers added a product to their shopping cart, they were 12.6% more likely to purchase the product compared to Black Friday online shoppers.