A new report showcasing online shopping trends for December 25, Christmas Day 2013 from the IBM Digital Analytics Benchmark show that Overall Christmas Day online sales were up 16.5 percent over the same period last year, with iOS driving 23 percent vs. 4.6 percent for Android, five times more.
According to the report, on average, iOS users spent $93.94 per order, 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.
The report adds that mobile shoppers were the majority, accounting for 48 percent of all online traffic, up 28.3 percent compared to the same period last year. Mobile sales also remained strong, approaching 29 percent of all online sales, up 40 percent over 2012. This traffic was due to smartphones which drove 28.5 percent of all online traffic compared to tablets at 18.1 percent. The smartphone was therefore the browsing device of choice this Christmas.
When it comes to making the sale, tablets drove 19.4 percent of all online sales, 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.
Facebook is also loosing its cool. Shoppers referred from Facebook averaged $72.01 per order, versus Pinterest referrals, which drove $86.83 per order. However, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
The updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide.