Online Sales Up Cyber Monday
Cyber Monday online sales grew 8.5 percent over 2013, but the average order value slipped 3.5 percent to $124.21, said an IBM report Tuesday. The upward trend for mobile shopping that analysts reported during Thanksgiving week continued Cyber Monday, with…
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purchases via smartphone and tablets growing 27.6 percent, IBM said. Smartphones drove 28.5 percent of online traffic Monday, doubling that of tablets, but tablets accounted for 12.9 percent of sales, compared with 9.1 percent for phones, it said. Tablet users spent more per transaction than smartphone shoppers, at $121.49 versus $99.61 on average for smartphone users, it said. Cyber Monday shopping via desktop PC accounted for 59 percent of online traffic and 78 percent of sales, IBM said. Customers spent more when shopping on a desktop PC, it said, recording an average order of $128.24 compared with $110.72 for mobile shoppers. Among mobile shoppers, iOS users were bigger spenders than Android counterparts on Cyber Monday, IBM reported. They accounted for twice the traffic and almost four times the sales, ringing up $114.79 per order versus $96.84 for Android users, it said. Overall, iOS devices accounted for 17.4 percent of total online sales, compared with Android devices with 4.4 percent of online sales, it said. More than 46 percent of Cyber Monday marketing emails were opened on mobile devices or tablets, versus 52 percent on desktops, IBM said. Overall open and click-through rates were 12.8 percent and 2.2 percent, it said. The number of transactional messages automatically sent to consumers based on an action -- such as a purchase receipt or cart abandonment -- grew 48 percent year-over-year, IBM said, while the median number of emails sent per retailer to consumers Cyber Monday was even with 2013 at two. In social media, a comparison of the impact of Facebook and Pinterest showed that Pinterest shopping referrals drove an average of $97.78 per order compared with $123.44 for Facebook, IBM said. New York City repeated as the top metropolitan area for Cyber Monday sales, with an average spending per order of $112.44, followed by Washington, Atlanta, Los Angeles and Chicago. Walmart, meanwhile, posted the biggest online day for orders in its history, the company said in a news release Tuesday.