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BizReport : Ecommerce : November 29, 2013


Early report: Mobile spending up, Facebook pushing buys

Just one day into the official kick-off to the 2013 holiday shopping season, and the mobile trend seems to be solidifying. According to early numbers from IBM Digital Analytics shows that mobile devices accounted for just over 38% of Thanksgiving Day online traffic, a 31% increase over 2012.

by Kristina Knight

Other early findings from IBM include:

• Smartphones pushed 24% of all online traffic, 13.5% of traffic is attributed to tablets
• Tablets are pushing nearly 15% of sales with average orders of $127.35
• Smartphones pushed less than 9% of sales with average orders of $113.48
• iOS devices are leading the way with 18.8% of traffic, Android devices are responsible for 4% of traffic

As for the social side of things, Pinterest-referred sales are higher than Facebook by about $3 but the social networking giant is pushing much more traffic. IBM's data shows Facebook referrals are converting nearly twice as often as Pinterest referrals.

Meanwhile, comScore's experts are predicting an overall online spending increase of 14% through the 2013 holidays. A new report from the measurement hub suggests online desktop spending will increase at least 14% this season; online desktop spending so far has reached nearly $19 billion while mobile spending pushing past the $7 billion mark.

"The 2013 online holiday shopping season is off to a solid start with nearly $19 billion in desktop e-commerce sales, an increase of more than 14 percent versus last year," said Andrew Lipsman, comScore VP of Marketing & Insights. "The heaviest online spending day thus far fell just shy of $1 billion in sales, and though we've not yet reached that benchmark we can expect to see that spending threshold eclipsed numerous times during the post-Thanksgiving period. Black Friday and Cyber Monday can both be expected to easily surpass that total, with Cyber Monday already beginning to point toward $2 billion."

Overall, comScore expects shoppers to spending over $55 billion through the holidays.

Image via Shutterstock

Tags: 2013 holiday shopping trends, comScore, ecommerce, IBM Digital Analytics, m:commerce, mobile marketing










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