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.