Here are the online shopping trends for Thursday, November 28 at 12:00 p.m. EST, from the IBM. Next update will follow today at 3 p.m. EST.
Overall Thanksgiving online sales are up 9 percent in 2013 over the same period last year. Let's take a closer look at some of the key drivers:
Mobile Traffic and Sales: Mobile traffic accounted for more than 35 percent of all online traffic, up close to 30 percent compared to the same period last year. Mobile sales remained strong, exceeding 22 percent of all online sales.
Smartphones Browse, Tablets Buy: Smartphones drove 22 percent of all online traffic compared to tablets at 12.5 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove more than 13 percent of all online sales, one and a half times that of smartphones, which accounted for close to 9 percent. Tablet users also averaged $125 per order, versus smartphone users, who averaged $114.21 per order.
iOS vs. Android: As a percentage of total online sales, iOS was more than three times higher than Android, driving 17 percent vs. 5 percent for Android. On average, iOS users spent $120.03 per order compared to $114.19 for Android users, a difference of 5 percent. iOS also led as a component of overall traffic with 24 percent vs. 10.5 percent for Android.
The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $108.41 per order, versus Pinterest referrals, which drove $102.61 per order. However, Facebook referrals converted sales at a 43 percent higher rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
IBM tracking thanksgiving holiday sales in real time
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