IBM Reports: Cyber Monday Caps Record Five-Day "Cyber Week" Driven by Mobile Shopping
December 04, 2014
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IBM reported strong online and mobile sales for Cyber Monday 2014, capping a record five-day span for holiday shopping, based on consumer transaction data analyzed in real-time by the IBM Digital Analytics Benchmark. The data-driven insight gives retailers and marketers more than 370 performance indicators to benchmark themselves against industry peers to drive more targeted customer engagements.

Heading back to work, consumers clicked their way to the best deals on Cyber Monday – which remained the busiest online shopping day of the holiday season. Online sales grew 8.5 percent compared to 2013, with mobile sales up 27.6 percent year-over-year.

IBM reported strong growth on Thanksgiving and Black Friday, culminating with a record five-day ‘Cyber Week’ period for online shopping. 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.

“For the first time mobile devices drove more than half of Thanksgiving online traffic, a trend that continued throughout Cyber Week," said Jay Henderson, Director, IBM Smarter Commerce. “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:

- Online Sales Grow: The Monday after Thanksgiving remained the busiest day for online shopping over the five day period. Cyber Monday online sales grew by 8.5 percent over 2013. Average order value was $124.21, down 3.5 percent year-over-year.

- Cyber Monday Becomes Mobile Monday: Cyber Monday mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Mobile sales were also strong, reaching 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year.

- Smartphones Browse, Tablets Buy: As the new digital shopping companion for many consumers, 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. Yet, when it comes to mobile sales, tablets continue to win the shopping war – driving 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.

- The Desktop is Not Dead: 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.

Cyber Monday 2014 Compared to Black Friday 2014:

- Cyber Monday Still Largest for Online Sales: 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.

- Black Friday Shoppers More Mobile: 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.

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