Valentine's Day mobile shopping grows 40% in 2014

Mobile shoppers showed retailers some love on Valentine's Day as m-commerce jumped nearly 40 percent over last year.

Mobile traffic accounted for 36.8 percent of all online traffic, up 39.6 percent compared to the same period last year, according to IBM's Digital Analytics Benchmark survey. And while online traffic overall grew a respectable 8 percent during the week before Valentine's Day, mobile was a key driver.

Mobile sales represented 17.2 percent of all online sales, up 42.9 percent over 2013, according to IBM.

The "smartphones browse and tablets buy" adage proved true for romantics: smartphones drove 23.3 percent of all online traffic compared to tablets at 13.3 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 11.4 percent of all online sales, twice that of smartphones, which accounted for 5.6 percent. Tablet users also averaged $135.26 per order, versus smartphone users, who averaged $114 per order.

iOS continued to best Android, with a larger percentage of total online sales. Sales made on iOS devices were more than four times higher than Android, driving 13.6 percent vs. 3.4 percent for Android.

On average, iOS users spent $132.28 per order vs. Android users who spent $110.54 per order. iOS also led as a component of overall online traffic with 24.6 percent, nearly twice that of Android users at 11.9 percent.

Overall online shopping rose 8 percent during the week before Valentine's Day compared to the same period in 2013. Growth was particularly strong in gifts, apparel, health and beauty and department stores.

Total online sales at department stores grew 34 percent over 2013, with mobile sales growing 45 percent year over year. Mobile sales for gift items grew 44.5 percent in 2013 from the prior year, apparel mobile sales grew 41.4 percent while health and beauty grew mobile sales by a whopping 67.6 percent from 2013.

For more:
-See more this report from IBM Digital Analytics Benchmark

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