IBM Survey Reveals Smartphones Drove Online Holiday Traffic

While Amazon is grabbing headlines with revelations that its Cyber Monday orders rose 39 percent in 2013 and it otherwise set records for the holiday shopping season, IBM is focusing on mobile and social shopping.

The IBM Digital Analytics Benchmark offers stats upon stats about Android, iOS, Facebook and other mobile shopping factors. The big picture: Overall Christmas Day online sales were up 16.5 percent over the same period last year.

EUMobile 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,EU IBM reports. EUMobile sales also remained strong, approaching 29 percent of all online sales, up 40 percent over 2012.EU

iOS Dominates

Meanwhile, smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent, making it the browsing device of choice, according to Big Blue. And when it comes to making the sale, the company reported that tablets drove 19.4 percent of all online sales. ThatEUs more than twice that of smartphones, which accounted for 9.3 percent. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per order.

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

We caught up with Charles King, principal analyst at Pund-IT, to get his thoughts on the report. He told us Apple products do tend to sell for higher prices than most Android-based devices do and the figures may simply reflect the generally higher...

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