Holiday 2013: Mobile Traffic Soared, Apple Beats Android

Mobile traffic jumped 40 percent during the 2013 holiday season and sales grew 46 percent over last year. It's a strong finish in an otherwise uneven holiday season for retailers.

Mobile traffic during the three months ending Decemeber 31, 2013 soared, according to IBM Digital Analytics Benchmark. Mobile traffic accounted for nearly 35 percent of all online traffic, up 40 percent compared to the fourth quarter of 2012. Mobile sales also remained strong, reaching 16.6 percent of all online sales, up more than 46 percent over the same period last year.

The survey further confirms that smartphones browse, while tablets buy. Smartphones drove 21.3 percent of all online traffic, nearly double that of tablets at 12.8 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 11.5 percent of all online sales, more than twice that of smartphones, which accounted for just 5 percent.  

Tablet users also averaged $118.09 per order, versus smartphone users, who averaged $104.72 per order.

iOS was also a big winner for the season. iOS users were five times more likely to make mobile purchases than Android users. On average, iOS users spent $115.42 per order, nearly 40 percent higher than Android users, who spent $83.56 per order. iOS also led as a component of overall traffic with 22.1 percent vs. 10.6 percent for Android.

Social mattered this holiday season. Shoppers referred from Facebook averaged $60.48 per order, versus Pinterest referrals, which drove $109.93 per order. However, Facebook referrals converted sales at more than three and a half times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

For more see:
-This IBM Digital Analytics Benchmark report

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