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Mobile devices drive online Boxing Day traffic

Tablets drove almost a third of all online sales on Boxing Day as ecommerce revenues rose by more than 40% on December 26.

IBM’s Digital Analytics Benchmark found that on Boxing Day in the UK the majority of traffic to retail websites came from mobile devices. While tablets drove sales, smartphones drove browsing.

Online sales on December 26 rose 40.4% compared to the same day in 2012 as traffic via mobile devices grew to 58% of all online traffic, an increase of 42% on 2012.

Sales completed via mobile devices were also strong, growing 63% year-on-year, and exceeding 45% of total online sales.

Smartphones drove 29.9% of all online traffic, while tablets drove 28%. Meanwhile tablets contributed to 29.4% of online sales, nearly twice that of smartphone users, which made up 15.8%. Average order value (AOV) on tablets was £83.55 while AOV on all mobile phones was £78.06.  

James Lovell, smarter commerce retail solutions consultant, Europe at IBM, said: “This is the first time that traffic on mobile devices has outstripped the PC. Mobile has rapidly become the dominant channel and now retailers really need to look at the role that each device is going to play within the overall customer journey and decision making process.  The key challenge will be how they maximise the effectiveness of these devices to help augment the in-store customer experience as well as the traditional digital only channels.”

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