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Tablets Mobile Boxing Day Shopping

Boxing Day purchases made on a mobile device grows 68% on 2012


By Jennifer Faull | Deputy Editor

December 27, 2013 | 2 min read

Sales completed via mobile devices on Boxing Day grew 63 per cent year on year, IBM has found, with mobile accounting for 45 per cent of total online sales.

The majority of traffic to retail websites came from mobile devices, but IBM has suggested that retailers need to distinguish between smartphones and tablets as they are being used in different ways by consumers.

Tablets drove 29.4 per cent of online sales, nearly twice that of smartphones users, who drove 15.8 per cent of sales.

However, smartphones drove browsing resulting in 29.9 per cent of all online traffic versus tablets at 28 per cent.

IBM also found that the average order value on tablets was £83.55 while on all mobile phones it was £78.06.

More specifically, iOS traffic generated 41.8 per cent of all online traffic and 34.7 per cent of all online sales while Android generated 15.1 per cent of all online traffic and 9.8 per cent of all online sales. On average, iOS users spent £82.33 per order, compared to £78.93 per order for Android.

Overall, online sales increased by 40.4 per cent compared to Boxing Day 2012,

"This is the first time that traffic on mobile devices has outstripped the PC,” said James Lovell, Smarter Commerce retail solutions consultant, Europe, IBM. “Mobile has rapidly become the dominant channel and now retailers really need to look at the role that each device is going to play within the overall customer journey and decision making process. The key challenge will be how they maximise the effectiveness of these devices to help augment the in-store customer experience as well as the traditional digital only channels."

It was revealed earlier today that nearly £3bn was spent during Boxing Day, with £540m spent online.

Tablets Mobile Boxing Day Shopping

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IBM is an American multinational technology company headquartered in Armonk, New York, United States, with operations in over 170 countries. 

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