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BizReport : Mobile Marketing : November 11, 2014

53% of Thanksgiving Day online shopping will take place via mobile

For the first time ever, more than half of online shopping on Thanksgiving Day will come via a mobile device, according to IBM's Digital Analytics Benchmark.

by Helen Leggatt

Now in its seventh year, IBM's latest forecast for the holiday period reveals that 53% of all Thanksgiving Day online shopping will take place on a mobile device, up 23% year-on-year.

IBM's predictions, which are based on 370 performance indicators along with "hundreds of terrabytes" of real-time shopping data across participating U.S. websites, also indicate that mobile sales are expected to grow, reaching 28% of all Thanksgiving Day online sales, a 9% increase on last year.

Browsing and purchase rates will vary depending on device, says IBM. Smartphones will be the leading device for browsing, accounting for 29% of online traffic, compared to 15% on tablets. However, with their bigger screens, tablets will account for twice as many mobile purchases than smartphones.

Furthermore, IBM predicts that Apple's iOS will drive twice the amount of mobile traffic than Android and, perhaps more importantly, four times the sales.

Mobile email will also play a role. IBM predicts that 35% of all clickthroughs during the five-day period between Thanksgiving Day and Cyber Monday will come via mobile.

Another forecast, this time from Adobe, predicts Thanksgiving Day will be the biggest mobile shopping day of the year with 31% of all online sales coming from smartphones and tablets. That's a 21% increase on last year.

Image via Shutterstock

Tags: ecommerce, holiday 2014 trends, mobile, Thanksgiving Day, trends

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