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BizReport : Ecommerce archives : May 17, 2013

IBM: Mother's Day shopping goes mobile

Mother's Day shopping via mobile was up 23% on 2012, according to IBM's Digital Analytics Benchmark, with iPhone generating the most online traffic.

by Helen Leggatt

It's clear that retailers are making it a whole lot easier for mobile shoppers to research and purchase on their devices. In the week leading up to Mother's Day mobile traffic reached 25%, a 43% increase year-on-year, with the iPhone and iPad leading the way.

According to Jay Henderson, Global Strategy Director for IBM Smarter Commerce, the iPhone generated 9.98% of all online Mother's Day shopping traffic followed by the iPad (9.08%) and Android (6.5%).

Furthermore, mobile shoppers were able to browse and complete purchases in half the time of desktop users. Mobile users took 3.5 minutes to complete the shopping session, found IBM, compared with six minutes for those on desktop.

"As merchants continue to invest in upgrading support for digital shopping channels, retailers are designing for a MobileFirst market by simplifying the client experience and deepening connections to consumers," says IBM in this week's announcement.

Department store sales were up by more than 20% in the week leading up to Mother's day, compared with 2012. Simplified digital buying processes saw iPad conversions increase by more than 315% and iPhone 184%.

Other key findings from the IBM Digital Analytics Benchmark report include:

- Online shopping grew 15% in the week leading up to Mother's Day;

- Average orders reached $209, 4% up on last year;

- In the 3 weeks leading up to Mother's Day, jewelry sales almost tripled, mobile sales rose almost 59% and mobile sales were up 38% compared with 2012;

- Online sales of gifts, including flowers and chocolates, more than doubled the week just before Mother's Day compared with the preceding week. For the week leading up to Mother's Day, mobile accounted for 28% of total online gifts sales, up 109% from 2012.

Image via Shutterstock

Tags: mcommerce, mobile, Mother's Day, online shopping

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