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Retail Sales Through Mobile Devices +44%

Dec 2, 2013 12:19 PM   By Jeff Miller
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RAPAPORT... While U.S. retail sales fell slightly (read full story) during the Thanksgiving weekend holiday, online sales during the period rose 14.5 percent year on year and sales conducted through a mobile device jumped 43.7 percent, according to cloud-based data from the IBM Digital Analytics Benchmark.

IBM found that mobile interaction accounted for 40.9 percent of all online traffic from November 28 through December 1, and that figure was up from 35 percent recorded during the Thanksgiving weekend of 2012.  Retail transactions through a mobile device increased 43.7 percent compared with 2012 and they accounted for 23.2 percent of all online sales transacted this past weekend.

Smartphones drove 25 percent of all online traffic compared with 15.2 percent of tablets. However, tablets drove 15.7 percent of online sales, while smartphones only accounted for 7.4 percent of total transactions. Tablet users averaged $127.73 per transaction and  smartphone users averaged $111.43 per order.

Other data revealed that shoppers who were referred to a retailer from Facebook spent an average of $72.04 per order, while those referred from Pinterest spent  $95.20 per order, according to IBM. Nonetheless, Facebook referrals converted sales more than three times the rate of Pinterest.

"We're off to an incredibly fast start this Christmas season as retailers and consumers meet at the intersection of cloud, mobile and social platforms to both offer and take advantage of the best deals," said Jay Henderson, the strategy director of IBM Smarter Commerce.

Earlier, IBM noted that Black Friday sales at department stores surged 61.4 percent year on year with the average order value rising 15 percent to $146.84.

Tags: ibm digital, Jeff Miller, mobile, phones, retail, sales
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