IBM has compiled a heaping helping of online holiday shopping trends observed on Wednesday, December 25th – Christmas Day.
According to the assessments put forward by the IBM Digital Analytics Benchmark, smartphones delivered more holiday cheer than tablets this year.
In terms of mobile traffic and sales, mobile traffic “was the highest we’ve seen over this holiday season, accounting for 48 percent of all online traffic, up 28.3 percent compared to the same period last year,” the report reads.
Smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 19.4 percent of all online sales, more than twice that of smartphones, which accounted for 9.3 percent. Tablet users also averaged $95.61 per order, versus smartphone users, who averaged $85.11 per order.
Once again, in the critical iOS vs. Android war, iOS was the winner.
As a percentage of total online sales, iOS was more than five times higher than Android, driving 23 percent vs. 4.6 percent for Android.
“On average, iOS users spent $93.94 per order, nearly twice that of Android users, who spent $48.10 per order,” IBM found.
