Instrumented Interconnecteds Intelligent

Jay Henderson, Strategy Director, IBM Smarter Commerce

By Jay Henderson

(Second in a Series on the Holiday Shopping Season. For the Complete Package Go to the Bottom of this Post.)

According the IBM Digital Analytics Benchmark, U.S. shoppers once again took advantage of early promotions this holiday season, resulting in close to a 21 percent increase in online sales over 2011.
 
Rather than wait in long lines, it seems consumers chose to pull out their smartphones at the dining room table, or curl up with their tablets on the couch. In fact, mobile sales continued to dominate this holiday season reaching more than 16 percent.
 
As part of IBM’s Smarter Commerce initiative, the IBM Digital Analytics Benchmark also revealed the following trends:

 

  • Consumer Spending Increases: Online sales on Thanksgiving grew by 17.4 percent followed by Black Friday where sales increased 20.7 percent over last year.
  • Mobile Shopping: Mobile purchases soared with 24 percent of consumers using a mobile device to visit a retailer’s site, up from 14.3 percent in 2011. Mobile sales exceeded 16 percent, up from 9.8 percent in 2011.   
  • The iPad Factor: The iPad generated more traffic than any other tablet or smart phone, reaching nearly 10 percent of online shopping. This was followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.
  • Multiscreen Shopping: Consumers shopped in store, online and on mobile devices simultaneously to get the best bargains. Overall 58 percent of consumers used smartphones compared to 41 percent who used tablets to surf for bargains on Black Friday.
  • The Savvy shopper: While consumers spent more overall, they shopped with greater frequency to take advantage of retailer deals and free shipping. This led to a drop in average order value by 4.7 percent to $181.22. In addition, the average number of items per order decreased 12 percent to 5.6. 
  • Social Media Sentiment Index: Shoppers expressed positive consumer sentiment on promotions, shipping and convenience as well as the retailers themselves at a three to one ratio.
  • Social Sales: Shoppers referred from Social Networks such as Facebook, Twitter, LinkedIn and YouTube generated .34 percent of all online sales on Black Friday, a decrease of more than 35 percent from 2011.

What exactly were shoppers buying? Holiday sales growth was led by several industries, including:

  • Department stores continued to offer compelling deals and promotions that drove sales to grow by 16.8 percent over Black Friday 2011.
  • Health and Beauty sales increased 11 percent year over year with consumers once again choosing to pamper themselves this holiday.
  • Home goods maintained its momentum this year, reporting a 28.2 percent increase in sales from Black Friday 2011.
  • Apparel sales were also strong this holiday with Black Friday numbers showing an increase of 17.5 percent over 2011.

Stayed tuned for additional data and trends as they become available throughout Cyber Monday and the remainder of the holiday season. To join the conversation, follow the hashtags #smartershopping, #smartercommerce, #ibmretail and #IBMMobile on Twitter.

Today’s news is based on findings from the IBM Digital Analytics Benchmark, the industry’s only cloud-based Web analytics platform that tracks more than a million e-commerce transactions a day, analyzing terabytes of raw data from 500 retailers nationwide. For complete coverage of the holiday shopping season and more, check out the IBM SmarterCommerce blog.

 _____________________________

Additional Coverage in this Series:

 

Bookmark and Share

Previous post

Next post

10 Comments
 
December 24, 2013
6:56 am

I have the worst memory! I’ve had a notebook/planner for years…I actually do not know what I’d do with out it!


Posted by: Katina Kautz
 
August 6, 2013
3:28 pm

whoah this blog is great i like studying your posts. Keep up the good work! You recognize, many individuals are searching round for this info, you can aid them greatly.


Posted by: Party Dress
 
August 6, 2013
10:43 am

Normally I don’t read article on blogs, however I would like to say that this write-up very forced me to take a look at and do it! Your writing style has been surprised me. Thanks, very nice article.


Posted by: Wireless Webcam
 
August 4, 2013
10:50 am

I carry on listening to the reports lecture about receiving boundless online grant applications so I have been looking around for the finest site to get one. Could you tell me please, where could i find some?


Posted by: family values
 
August 2, 2013
3:23 pm

I think this is among the most significant info for me. And i’m glad reading your article. But wanna remark on some general things, The site style is ideal, the articles is really excellent : D. Good job, cheers


Posted by: exploring furniture details
 
August 1, 2013
4:20 pm

I like what you guys are up also. Such intelligent work and reporting! Carry on the excellent works guys I¡¦ve incorporated you guys to my blogroll. I think it’ll improve the value of my site :)


Posted by: natural dog food
 
August 1, 2013
1:50 pm

Thank you for another informative blog. Where else may I get that kind of info written in such a perfect method? I have a venture that I’m just now running on, and I’ve been at the glance out for such information.


Posted by: gardening home improvement
 
July 23, 2013
3:08 am

A formidable share, I just given this onto a colleague who was doing just a little analysis on this. And he in reality bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the treat! But yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If attainable, as you turn into expertise, would you mind updating your blog with more details? It is highly helpful for me. Massive thumb up for this blog publish!


Posted by: Jeneva Brocks
 
July 22, 2013
4:33 am

Excellent post however , I was wondering if you could write
a litte more on this topic? I’d be very grateful if you could elaborate a little bit further. Thank you!


Posted by: Emory
 
May 6, 2013
6:34 am

There is evidently a bunch to realize about this. I feel you made various nice points in features also.


Posted by: louis vuitton monogram
 
11 Trackbacks
 
December 18, 2012
1:05 am

[...] the recent IBM Digital Analytics Benchmark reporting an increase in online sales of 20.7 percent compared with Black Friday last year, and a [...]


Posted by: How Analytics Can Help Retailers Stock Their Shelves « A Smarter Planet Blog
 
December 17, 2012
12:04 am

[...] retail analytics team peeled back the onion on the rapidly-changing holiday retailing environment. Their research showed, [...]


Posted by: Big Data Brings a Deluge of Information, But Not Necessarily Valuable Insights « A Smarter Planet Blog
 
December 14, 2012
10:31 am

[...] Mobile Helps Savvy Shoppers Cash In Over Thanksgiving and Black Friday [...]


Posted by: E-Retailing Stake Firmly Planted this Holiday Season « A Smarter Planet Blog
 
December 14, 2012
8:01 am

[...] sales and consumer shopping patterns that came about on Thanksgiving and Black Fridaydemonstrated that consumers are more technologically empowered when it comes to finding better [...]


Posted by: Multi-Channel Shoppers are the Real Winners this Black Friday « A Smarter Planet Blog
 
December 13, 2012
8:53 pm

[...] Mobile Helps Savvy Shoppers Cash In Over Thanksgiving and Black Friday [...]


Posted by: Cyber Monday to be a Record Setter « A Smarter Planet Blog
 
December 13, 2012
8:49 am

[...] Mobile Helps Savvy Shoppers Cash In Over Thanksgiving and Black Friday [...]


Posted by: Measuring How Social Media Really Impacts Holiday Shopping « A Smarter Planet Blog
 
December 13, 2012
8:48 am

[...] Mobile Helps Savvy Shoppers Cash In Over Thanksgiving and Black Friday [...]


Posted by: Behind the Big Data Curtain this Holiday Season « A Smarter Planet Blog
 
November 27, 2012
1:13 am

[...] to IBM Digital Analytics Benchmark, shoppers in the United States took advantage of early promotions this year, constituting a 21% [...]


Posted by: Shop Till You Drop, Brought To You By The Letter "M" For Mobile | iPad Expo
 
November 26, 2012
5:05 pm

[...] to IBM Digital Analytics Benchmark, shoppers in the United States took advantage of early promotions this year, constituting a 21% [...]


Posted by: Shop Till You Drop, Brought To You By The Letter “M” For Mobile - eBay Holiday Media
 
November 26, 2012
4:15 pm

[...] to IBM Digital Analytics Benchmark, shoppers in the United States took advantage of early promotions this year, constituting a 21% [...]


Posted by: Shop Till You Drop, Brought To You By The Letter "M" For Mobile |
 
Post a Comment