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BizReport : Mobile Marketing : January 05, 2015

57% of Christmas Day online traffic was from mobile

Mobile accounted for more than half of all online traffic on Christmas Day, 2014, and a third of all online sales, according to IBM's holiday benchmark data.

by Helen Leggatt

The 2014 festive season was a truly mobile event with 57% of all online traffic and 35% of all online sales conducted via the channel on Christmas Day, says IBM in its recent Holiday Benchmark Data Alert.

On Christmas Day alone, mobile was instrumental in driving online sales up 8% compared to 2013 with 57% of all Christmas Day traffic from mobile, up 19% on last year.

While smartphones represented 41% of total online traffic on Christmas Day 2014, more than two and a half times more than tablets, it was tablets that led in sales accounting for 18%, 2% more than smartphones. Furthermore, iOS devices outpaced Android accounting for 27% of total online sales - nearly 4x that of Android.

However, even as mobile shopping continues to grow, traditional online experiences remained popular. Desktop PC traffic represented 43% of all online traffic, and 65% of all online sales. Consumers also spent more money on their desktops with an average order value of $107.72 compared to their mobile devices at $88.70 - a difference of 21%.

Image via Shutterstock

Tags: Christmas Day, mobile, online, PC

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