Mobile sales reached 26 percent of online sales on Thanksgiving Day – the highest percentage for the weekend and Cyber Monday – and 21 percent on Black Friday, according to new IBM data.
On Black Friday, mobile traffic hit 39.7 percent of all online traffic, a 43 percent spike over 2012.
"This year's numbers crush all expectations with almost half – 44.2 percent – of clicks during Thanksgiving and Black Friday originating from a mobile device," Josh Dreller, director of marketing research for another research firm, Kenshoo Social, told Mobile Commerce Daily.
On Black Friday, smartphones drove 24.9 percent of mobile traffic, and tablets accounted for 14.3 percent. However, consumers made more purchases via tablets: they accounted for 14.4 percent of online sales, compared to 7.2 percent from smartphones.
Tablet users also spent an average of 15 percent more – $132.75 per order – than smartphone owners, who spent around $115.63 per order. iOS users spent $127.92 per order and Android shoppers spent an average of $105.20 per order, IBM found.
The numbers suggest that retailers who do not allocate budget to smartphones and tablets will miss out on reaching their target customers.
"During the end-of-the-year shopping season of 2011, just 14.5 percent of total paid search clicks originated from mobile devices. Last year, it almost doubled to 27.7 percent, and it was big news that more than one out of every four clicks came from mobile," Dreller said.
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