U.S. shoppers made Cyber Monday one of the biggest online shopping days on record with a 20.6% increase in online sales, according to the latest findings from IBM. Mobile sales led the way, exceeding 17% of total online sales, an increase of 55.4% year-over-year.
Cyber Monday also capped the highest five-day online sales period on record, IBM noted— from Thanksgiving Day through Cyber Monday— which grew 16.5% over the same period in 2012.
“We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season,” said Jay Henderson, strategy director, IBM Smarter Commerce. “The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55% growth over last year.”
According to IBM, the average order value was $128.77, down 1% from 2012. Additionally, the top five cities for cyber sales were (in order) New York, Washington D.C., Los Angeles, Chicago and Atlanta. IBM also found that mobile traffic grew to 31.7% of all online traffic, increasing by 45% over 2012.
In regards to closing the sale, tablets drove 11.7% of all online sales, more than double that of smartphones, which accounted for 5.5%, however, cell phones almost doubled tablets in regards to browsing. On average, tablet users spent $126.30 per order compared to smartphone users who spent $106.49.
On the social media end, on average holiday shoppers referred from Facebook spent 6% more per order than shoppers referred from Pinterest. Facebook average order value was $97.81 versus Pinterest average order value which was $92.40. Facebook referrals converted sales at a rate 38% higher than Pinterest, according to the IBM findings.
The IBM Digital Analytics Benchmark also reported real-time trends across retail categories, noting that for home goods, Cyber Monday total online sales grew by 26.5% over 2012, with mobile sales growing 40.5% year-over-year. Average order value was $182.19, an increase of 9.2% year-over-year.