Study: Christmas Day mobile sales up from last year

Share this content:

More than 18% of of Christmas Day online traffic was initiated on a mobile device, an 8.4% increase year-over-year, according to an IBM report. Transactions completed on mobile devices also grew, from 5.3% in 2010 to 14.4% in 2011. Christmas Day online sales rose by 16.4% compared with last year's sales figures.

John Squire, chief strategy officer of IBM Coremetrics, said the mobile numbers suggest consumers are getting more comfortable with mobile shopping and that he expects mobile's 2012 sales share to be in the “mid-20s” in terms of percentage points.

“Consumers are over that hurdle of security and privacy [for mobile commerce], and retailers are doing an excellent job of reaching the smarter consumer,” Squire said.

The iPad generated the most mobile traffic at 7%. The iPhone and Android devices trailed at 6.4% and 5% respectively. 

Online sales the day after Christmas grew 27.8% year-over-year. Mobile accounted for 13.8% of the day's total sales, and 18.7% of its online traffic was initiated on a mobile device.


Asked whether Christmas Day falling on a weekend could have impacted the online sales figures, Squire said that, looking at patterns of the past eight years, the day of the week didn't matter. To illustrate the point, he said that IBM had estimated the year-over-year increase in Christmas Day online sales figures to be in the “teens,” which it was.

IBM's report aggregated sales figures from 500 online retailers but did not include Amazon. Squire acknowledged that “Amazon is certainly the biggest [e-commerce] player” but said the IBM numbers are a “good representative sample of what's going on online.”

close

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