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Sales via mobile made up more than 15% of all online sales on Boxing Day, finds IBM analysis

Mobile sales accounted for 15.93% of all online sales on Boxing Day, a 275% increase on 2010, according to data from IBM.

The IBM Coremetric Benchmark analysis, which gathers data from more than 150 top UK retailers’ websites, found online sales on Boxing Day were flat in comparison with 2010 but were more likely to be completed via a mobile device.

Mobile traffic made up nearly a fifth (19.8%) of all the traffic, a 184% growth over Boxing Day 2010.

Shoppers online also bought fewer, more highly priced items, the analysis found.

The number of items per order was down from 3.4 to 2.87, though the average order value increased slightly from £102.04 to £104.83.

Unsurprisingly, iPhone was the most popular mobile device, with almost 8% of sessions completed on the Apple phone. It was followed by iPad, with 7.58% of all sessions and Android devices, just over 4%.

Sales completed by consumers visiting via a social site, such as Facebook or Twitter, were up by almost a half (42.83%).

The IBM Coremetrics Benchmark analysis gathers data from the websites of more than 150 UK retailers, measuring real-time sales data and online marketing results across channels including social media and mobile devices.

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