IBM: 15% of online holiday shopping will be done on mobile devices

Share this content:

Fifteen percent of e-commerce shoppers will log onto brand websites using a mobile device this holiday season, according to the IBM Coremetrics Benchmark Industry Report released Nov. 4. The study also predicts total online holiday shopping in November will grow 15% compared with last year.

Nearly 11% of consumers used a mobile device to log onto a retailer's site this October, an increase of seven percentage points from October 2010. Mobile sales increased 6.2 percentage points, totaling 9.6% of online sales in October, compared with 3.4% in October 2010.

John Squire, chief strategy officer of IBM Coremetrics, said we are witnessing “the end of the PC area.”

“All of those people who predicted for the last 10 years that next year would be the year of mobile are finally right,” he said.

Mobile commerce is expected to surge this holiday season because of an increase in iPad and Android device adoption, Squire said. 

Conversion rates for the iPad, at 6.8%, are more than three percentage points higher than overall mobile device conversion rates, according to the IBM Coremetrics report. Roughly 5% of all online holiday sales will go through an iPad. The report also indicates Android device traffic has almost caught up with iPhone traffic, encompassing 3.5% of total traffic, versus the iPhone, which encompasses 4% of mobile traffic.

Social media will also play an important role this holiday season, according to the report.

Consumers who visited a retail site from a social media site made a purchase 9.2% of the time, compared with 5.5% of all direct online shopping last year.

The IBM Coremetrics Benchmark analysis gathers data directly from the websites of more than 500 leading U.S. retailers. 


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above