Mobile Shopping Doubles In 2011 Holiday Season
Jan 11, 2012
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The U.S. online retail sector delivered 7.5% growth in December 2011 compared to December 2010, according to cloud-based analytics findings from IBM. This comes after strong November results in which Black Friday 2011 and Cyber Monday 2011 both showed double-digit growth compared to 2010.
The IBM Benchmark December holiday report reveals other trends:
• 14.6% of online sessions on retailer sites came from mobile devices – twice as many as the 5.6% rate during the same period in 2010
• Sales from mobile devices doubled doubles from 5.5% in December 2010 to 11% in December 2011.
• Apple devices dominated retail traffic in 2011, with twice as much traffic (9.5%) as all Android devices. Apple’s iPhone was the No. 1 device used for mobile device retail traffic, at 5.2 %, and the Apple iPad ranked No. 2, at 4.3%. Android-powered devices were No. 3 at 4.1%.
• iPad shoppers drove more retail purchases than any other device. Conversion rates reached 6.3% for iPad users compared to 3.1% for all mobile devices.
IBM said department store bargains and promotions helped the stores increase online sales by 18% in December 2011 over December 2010. Home goods sales were up 15.6% as more consumer attention turned to the home
"This past December consumers remained committed to finding the best online deals whether through their PC or mobile device,” said John Squire, Chief Strategy Officer, IBM Smarter Commerce. “By employing a smarter approach to commerce, many retailers were successful in helping to connect their customers with the best deals from anywhere and at any time, even on Christmas Day where online shopping grew by 16.4% over 2010.”
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