Cyber Monday 2014: IBM reports strong online and mobile sales

IBM today reported strong online and mobile sales for Cyber Monday 2014.

Online sales grew 8.5 percent compared to 2013, with mobile sales up 27.6 percent. New York City is the top U.S. city for online shopping, retaining the top spot on both Black Friday and Cyber Monday.

IBM reported strong growth on Thanksgiving and Black Friday. From Thanksgiving through Cyber Monday, overall online sales increased 12.6 percent, with mobile sales up 27.2 percent compared to the same period in 2013.  iOS devices continued to lead in mobile shopping with traffic more than twice, and sales nearly four times, that of Android devices during Cyber Week.

Jay Henderson, Director, IBM Smarter Commerce, said: “As the holiday shopping season becomes less concentrated on a single day, retailers and marketers took advantage by making it easier for consumers to find the best deals on the go, whenever and wherever they chose to shop.”

Cyber Monday 2014 Compared to Cyber Monday 2013:

Cyber Monday online sales grew by 8.5 percent over 2013.  Average order value was $124.21, down 3.5 percent.

Cyber Monday mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013.  Mobile sales reached 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year.

New York City again claimed the top spot for Cyber Monday sales, followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. On average, New York City shoppers spent $112.44 per order on Cyber Monday.

Smartphones drove 28.5 percent of all Cyber Monday online traffic, more than double that of tablets, which accounted for 12.5 percent of all traffic. Tablets drove 12.9 percent of online sales compared to 9.1 percent for smartphones, a difference of 41.5 percent.  Tablet users also averaged $121.49 per order compared to $99.61 for smartphone users, a difference of 22 percent.

IBM

iOS users averaged $114.79 per order compared to $96.84 for Android users, a difference 18.5 percent.

iOS traffic accounted for 28.7 percent of total online traffic, more than double that of Android, which drove 12.2 percent of all online traffic.

iOS sales accounted for 17.4 percent of total online sales, more than four times that of Android, which drove 4.4 percent of all online sales.

The median number of emails sent to consumers from retailers on Cyber Monday was two, remaining the same in 2014 compared to 2013. Open and click through rates on Cyber Monday were 12.8 percent and 2.2 percent, respectively. More than 46 percent of Cyber Monday emails were opened on mobile devices or tablets, versus 52 percent on desktops.

As shoppers returned to work on Cyber Monday, desktop PCs accounted for 58.6 percent of all online traffic and 78 percent of all online sales. Consumers also spent more while shopping on their PCs with an average order value of $128.24 compared to $110.72 for mobile shoppers, a difference of 15.8 percent.

Pinterest referrals drove an average of $97.78 per order compared to $123.44 for Facebook, a difference of 26.2 percent.

IBM Digital Analytics Benchmark

The IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:

At Department Stores, Cyber Monday online sales grew 17.9 percent with mobile percentage of sales up 21.3 percent. Average order value was $146.07, a decrease of 9.7 percent.

At Health and Beauty stores, Cyber Monday online sales grew 3.8 percent, with mobile percentage of sales up 27.5 percent.   Average order value was $57.94, a decrease of 3.8 percent.

At Home Goods stores, Cyber Monday online sales grew 27.5 percent over 2013, with mobile percentage of sales up 13.2 percent. Average order value was $247.56, an increase of 10.9 percent.

At Apparel stores, Cyber Monday online sales grew 3.4 percent over 2013, with mobile percentage of sales up 28.9 percent. Average order value was $100.67, a decrease of 2.1 percent.

Black Friday

Cyber Monday online sales were 30.5 percent higher than Black Friday in 2014.  However, Black Friday shoppers spent an average of $129.37 per order, compared to $124.11 per order on Cyber Monday, a difference of 4.2 percent.

Mobile traffic and sales decreased between Black Friday and Cyber Monday as consumers headed back to the office. Cyber Monday mobile sales were down 21.2 percent, and mobile traffic down 17 percent, compared to Black Friday.

For the first time, online traffic from mobile devices outpaced traditional PCs on Thanksgiving Day. Thanksgiving Day reached a new mobile tipping point with browsing on smartphones and tablets accounting for 52.1 percent of all online traffic.  Overall Thanksgiving online sales were up 14.3 percent.

Overall Black Friday online sales were up 9.5 percent with mobile devices accounting for one-in-four of all online purchases.

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