Father's Day Mobile Sales Increase 37%

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iOS users lead the charge, spending $30 more per order than Android users. Pinterest tops Facebook for purchase influence.

Department store and home goods sites tie up the most sales.
Department store and home goods sites tie up the most sales.
 

Mobile traffic accounted for more than 38% of online retail traffic during the week leading up to Father's Day, up more than 26% from last year. In addition, purchases made via mobile devices increased by 37%, accounting for 19% of all online sales, according to the IBM Digital Analytics Benchmark, a cloud-based platform that tracks transactions and raw data from some 800 U.S.-based retail sites.

Online sales overall were up 14% over Dad's Day 2013, paced by a 30% increase on department store sites and a 21% lift in home goods. Socially speaking, it was Pinterest that had the biggest influence on purchases. Shoppers referred from the network averaged $142.75 per order while Facebook referrals spent $99.43.

Other Father's Day highlights:

  • Smartphones drove 25% of all online traffic versus 13% for tablet, but the larger format mobile device continues to make the sale. Tablets drove just over 12% of all online sales versus 6.4% for smartphones.
  • Apple rules the register. Its iOS format accounted for 15% of sales compared to only 3.4% for Android. On average, iOS users spent $103.85 per order to Android users' $73.08.
  • Moms get slightly more respect than dads. The average online order during Mother's Day week was $125.23, while dads merited $119.37.
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