Christmas Day Online Sales Surge 16.5%, Driven by Mobile

Unwrapping gifts and spending time with family wasn't the only thing on the agenda for many Americans on Christmas Day. According to new data by IBM Digital Analytics Benchmark, many people were shopping online too, as online sales on Christmas Day jumped 16.5 percent over last year — an even bigger percentage increase than what online retailers saw over Thanksgiving Weekend.

With after-Christmas sales being held as early as Christmas Eve, online shoppers were eager to take advantage of continued discounts and promotions that have been a huge trend this holiday season. Nearly half of customers who shopped online on Christmas Day did so from their phone or tablet, with 48 percent of total online traffic coming from mobile, up 28.3 percent from 2012. Mobile sales on Christmas Day were also strong, approaching 29 percent of all online sales, up 40 percent from last year.

While smartphones drove more traffic than tablets (28 percent compared to 18 percent), tablets drove 19 percent of sales, more than twice that of smartphones. Tablet users also averaged $95.61 per order, compared to smartphone users, who averaged $85.11 per order.

A majority of online orders from mobile devices during Christmas were made using Apple's (Nasdaq: AAPL) iPhones and iPads, rather than on devices using Google's (Nasdaq: GOOG) Android mobile-operating system. The number of orders placed using iOS devices was more than five times higher than those made using Android devices. Apple's iOS accounted for 23 percent of total online sales on Christmas Day while Android-powered devices were used to order only 4.6 percent of total sales. Furthermore, iOS users spent an average of $93.94 per order, nearly twice that of Android users, who spent $48.10 per order.

For more see:
This Direct Marketing News article
This International Business Times article

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