Mobile was king for holiday shopping

Retail sales via mobile devices rose by a whopping 27 percent in November and December over the same period last year, according to new research from IBM.

In addition, total online sales rose nearly 14 percent this holiday season compared to 2013, a hike from the 8.5 percent increase in 2013.

Despite the record growth, retailers still need to focus on reaching consumers shopping via their PCs. The majority—77 percent of online holiday sales—were from desktops and laptops, according to IBM.

Notably, tablet sales accounted for 13.4 percent of online sales, compared to smartphones, which accounted for 9.1 percent of total online sales. However, smartphones drove 31.2 percent of total online traffic, compared to tablets at 13.4 percent of all online traffic.

Apple iOS traffic accounted for 30.3 percent of total online traffic, compared to only 14.3 percent for Android. Plus, Apple iOS users spent an average of $110.92 per order, compared to $87.26 for Android users, according to IBM.

Meanwhile, online shoppers' order value fell 8 percent from 2013, at $119.33 per average order.  Shoppers likely spread out buying throughout November, which led to lesser values per transaction, Jay Henderson, director of IBM Smarter Commerce, told The Washington Post.

"The key days all grew: Cyber Monday, Black Friday. But the growth that drove the numbers higher than last year was really coming from other days," Henderson said. For example, there was a 19 percent increase in online sales the weekend before Thanksgiving.

For more:
-See this Washington Post article
-See this Chain Store Age article

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